MMK280 - Brand Management


2023 unit information

Enrolment modes: Trimester 2: Burwood (Melbourne), Waterfront (Geelong), Online
Trimester 3: Burwood (Melbourne), Online
Credit point(s): 1
Previously coded as: MMK380, MMT280
EFTSL value: 0.125

MMK277 or MMK101

Corequisite: Nil
Incompatible with: MMK380, MMT280
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 1.5 hour class + 1 x 1.5 hour seminar per week

Trimester 3:
Weeks 1-5: 2 x 1.5 hour classes (pre-recorded provided) + 2 x 1.5 hour seminar per week.
Week 6: 1 x 1.5 hour class (pre-recorded provided) and 1 x 1.5 hour seminar.

Scheduled learning activities - online

Trimester 2: 1 x 1.5 hour class (recording provided) + 1 X 1.5 hour online seminar (livestreamed with recordings provided) per week.  

Trimester 3:
Weeks 1-5:
2 x 1.5 hour classes (pre-recorded provided) + 2 x 1.5 hour seminar per week (livestreamed with recordings provided).

Week 6: 1 x 1.5 hour class (pre-recorded provided) and 1 x 1.5 hour 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.

Hurdle requirement

Hurdle requirement: Achieve at least 50% of the marks available on the end-of-unit assessment to evidence a minimum proficiency in the aligned discipline learning outcomes included in this unit.

Unit Fee Information

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