Courses & Units

Communicating Brand and Identity HEJ247



It is recommended that students complete HEJ250/350 Public Relations before enrolling in this unit. Please refer to the program for further advice.


This unit examines the storytelling tactics and strategies associated with the design and communication of brand narratives. The unit addresses the ways in which, in the changing media environment, brand narratives are now communicated via social networks and key 'influencers' as much as they are communicated via traditional methods and channels of storytelling. Case studies range from the study of personal brands through to the brands of organisations as diverse as corporations, sporting clubs, consumer brands, government agencies, and charities and not-for-profits. You will be equipped to undertake brand research and analysis incorporating key theoretical, ethical and regulatory concepts in contemporary brand narrative development. You will also produce materials central to the implementation of effective brand communications.


Unit name Communicating Brand and Identity
Unit code HEJ247
Credit points 12.5
Faculty/School College of Arts, Law and Education
School of Creative Arts and Media
Discipline Media

Dr Donald Reid

Teaching staff

Level Intermediate
Available as student elective? Yes
Breadth Unit? No


Location Study period Attendance options Available to
Hobart Semester 2 On-Campus International Domestic


International students
Domestic students

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Key Dates

Study Period Start date Census date WW date End date
Semester 2 12/7/2021 10/8/2021 30/8/2021 17/10/2021

* The Final WW Date is the final date from which you can withdraw from the unit without academic penalty, however you will still incur a financial liability (see withdrawal dates explained for more information).

About Census Dates

Learning Outcomes

  1. Explain the role and impact of brand communication drawing on the key concepts and debates in media and communication studies.
  2. Evaluate the effectiveness of strategies for communicating and managing brands and brand identity in the contemporary media environment.
  3. Synthesise and apply relevant theoretical and applied concepts to produce materials that inform or support the delivery of effective brand communication.
  4. Drawing on concepts learned in this unit, analyse and critique the production of your campaign and its related to materials.


Field of Education Commencing Student Contribution 1 Grandfathered Student Contribution 1 Approved Pathway Course Student Contribution 2 Domestic Full Fee
100799 $1,812.00 $850.00 not applicable $2,445.00

1 Please refer here more information on student contribution amounts.
2 Information on eligibility and Approved Pathway courses can be found here
If you have any questions in relation to the fees, please contact UConnect or more information is available on StudyAssist.

Please note: international students should refer to this page to get an indicative course cost.



50 credit points of Media and Communication units

Mutual Exclusions

You cannot enrol in this unit as well as the following:

HEJ347 Brand Communications


Teaching Pattern

Five contact hours fortnightly


Task 1: Campaign Analysis, 1500 words (20%)

Task 2: Social Media Audit, 1500 words (30%)

Task 3: Brand Media Kit (50%)

TimetableView the lecture timetable | View the full unit timetable



Most JMC units have neither required nor recommended texts but if this unit does, information about these can be found at the CoOp Bookshop links below close to the start of semester. For the majority of units, a Reading List providing access to electronic readings is provided (if applicable) and this will be made available through MyLO and the Library at the beginning of semester.

LinksBooktopia textbook finder

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