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MMK280 - Brand Management


2020 unit information

Important Update:

Classes and seminars in Trimester 3, 2020 will be online.

Last updated: 5 October 2020

Enrolment modes:Trimester 2: Burwood (Melbourne), Waterfront (Geelong), Cloud (online)
Trimester 3: Burwood (Melbourne), Cloud (online)
Credit point(s):1
Previously coded as:


EFTSL value:0.125
Unit Chair:Trimester 2: Andrea Vocino
Trimester 3: Andre Bonfrer

MMK277 or MMK101

Incompatible with: MMK380, MMT280
Typical study commitment:

Students will on average spend 150 hours over the teaching period undertaking the teaching, learning and assessment activities for this unit.

Scheduled learning activities - campus:

Trimester 2: 1 x 2 hour class, 1 x 1 hour seminar per week

Trimester 3: Weeks 1-5: 2 x 2 hour classes + 2 x 1 hour seminar per week (livestreamed with recordings provided) and Week 6: 1 x 2 hour class and 1 x 1 seminar (livestreamed with recordings provided).

Scheduled learning activities - cloud:

Trimester 2: 1 x 2 hour class (recordings provided) + 1 hour online seminar (livestreamed with recordings provided) per week

Trimester 3: Weeks 1-5: 2 x 2 hour classes + 2 x 1 hour seminar per week (livestreamed with recordings provided) and Week 6: 1 x 2 hour class and 1 x 1 seminar (livestreamed with recordings provided).


In today’s competitive world, a key to success is building a strong sustainable brand. This involves creating an identity for your brand by developing a captivating, positive and enduring brand image of your company, product or service. This distinguishes your brand from competitors, and creates an emotional connection with your customers and other stakeholders. The brand reflects the entity’s essence, history and values, as well as its future direction. Branding is not isolated to the business world, it is fundamental in your personal development. Personal branding helps create a personality and professional identity that distinguishes you from others. This is an important attribute as you begin and progress along your career and life journey. This unit is designed to allow students to explore and apply fundamental brand management and marketing theories, frameworks and applications to different personal and corporate, product and service contexts.


These are the Learning Outcomes (ULO) for this Unit
At the completion of this Unit, successful students can:

Deakin Graduate Learning Outcomes 


Analyse, adapt and apply fundamental marketing and brand theories and frameworks to different contexts.

GLO1: Discipline-specific knowledge and capabilities


Understand and reflect on how brand theories and frameworks can be developed and effectively leveraged to improve business and/or personal outcomes.

GLO1: Discipline-specific knowledge and capabilities
GLO6: Self-management
GLO8: Global citizenship


Develop and communicate a narrative for an organisation that builds on brand research and conveys effective strategic outcomes.

GLO1: Discipline-specific knowledge and capabilities
GLO2: Communication


Understand the strategic importance and sustainability of branding in different environments and contexts.

GLO8: Global citizenship


These Unit Learning Outcomes are applicable for all teaching periods throughout the year


Assessment Description Student output Grading and weighting
(% total mark for unit)
Indicative due week 
Assessment 1: Individual reflection (Employability - Building your Personal Brand 1500 words 20% Week 5
Assessment 2:  (Group 2 - 3) Written report 3500 words 40% Week 10
Examination 2 hours 40% Exam period

The assessment due weeks provided may change. The Unit Chair will clarify the exact assessment requirements, including the due date, at the start of the teaching period.

Hurdle requirement

Hurdle requirement: achieve at least 50% of the marks available on the examination.

Learning Resource

The texts and reading list for the unit can be found on the University Library via the link below: MMK280 Note: Select the relevant trimester reading list. Please note that a future teaching period's reading list may not be available until a month prior to the start of that teaching period so you may wish to use the relevant trimester's prior year reading list as a guide only.

Unit Fee Information

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