Courses & Units

Communicating Brand and Identity HEJ247


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
College/School College of Arts, Law and Education
School of Creative Arts and Media
Discipline Media
Coordinator Doctor Gemma Blackwood
Available as an elective? Yes
Delivered By University of Tasmania
Level Intermediate


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


International students
Domestic students

Please check that your computer meets the minimum System Requirements if you are attending via Distance/Off-Campus.

Units are offered in attending mode unless otherwise indicated (that is attendance is required at the campus identified). A unit identified as offered by distance, that is there is no requirement for attendance, is identified with a nominal enrolment campus. A unit offered to both attending students and by distance from the same campus is identified as having both modes of study.

Key Dates

Study Period Start date Census date WW date End date
Semester 2 11/7/2022 9/8/2022 29/8/2022 16/10/2022

* 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 (refer to How do I withdraw from a unit? for more information).

Unit census dates currently displaying for 2022 are indicative and subject to change. Finalised census dates for 2022 will be available from the 1st October 2021. Note census date cutoff is 11.59pm AEST (AEDT during October to March).

About Census Dates

Learning Outcomes

  • 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
100799 $1,828.00 $858.00 not applicable $2,445.00

1 Please refer to more information on student contribution amounts.
2 Please refer to more information on eligibility and Approved Pathway courses.
3 Please refer to more information on eligibility for HECS-HELP.
4 Please refer to more information on eligibility for FEE-HELP.

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 What is an indicative Fee? to get an indicative course cost.



50 credit points in Media and Communications


Teaching Pattern

On Campus

Weekly online content including Lectures and activities (4 hours)

Weekly scheduled classroom tutorial (60 minutes)

Off Campus

Weekly online content including Lectures and activities (4 hours)

Weekly scheduled web conference tutorial (60 minutes)

AssessmentTerms Test (10%)|Concepts test (10%)|Campaign Analysis. (40%)|Brand Media Kit (40%)
TimetableView the lecture timetable | View the full unit timetable



Required readings will be listed in the unit outline prior to the start of classes.

LinksBooktopia textbook finder

The University reserves the right to amend or remove courses and unit availabilities, as appropriate.