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|
|College/School||College of Arts, Law and Education
School of Creative Arts and Media
|Coordinator||Doctor Donald Reid|
|Available as student elective?||Yes|
|Location||Study period||Attendance options||Available to|
- International students
- Domestic students
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|Study Period||Start date||Census date||WW date||End date|
* 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).
Unit census dates currently displaying for 2021 are indicative and subject to change. Finalised census dates for 2021 will be available from the 1st October 2020.
- Explain the role and impact of brand communication drawing on the key concepts and debates in media and communication studies
- Evaluate the effectiveness of strategies for communicating and managing brands and brand identity in the contemporary media environment
- Synthesise and apply relevant theoretical and applied concepts to produce materials that inform or support the delivery of effective brand communication
- 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|
1 Please refer here more information on student contribution amounts.
2 Information on eligibility and Approved Pathway courses can be found here
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Please note: international students should refer to this page to get an indicative course cost.
Prerequisites50 credit points in Media and Communications
|Assessment||Assignment (40%)|Essay (40%)|Test or quiz (10%)|Test or quiz (10%)|
|Timetable||View the lecture timetable | View the full unit timetable|
Required readings will be listed in the unit outline prior to the start of classes.
|Links||Booktopia textbook finder|
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