MKT390 Managing Brands and Product Innovation (8)

Strong brands and product innovation are important ingredients for the success of organisations in a rapidly changing world. Brands deliver value to consumers primarily through innovation, be it introducing new products and services, as well as through innovation in areas such as packaging, distribution, and product delivery. This subject will focus on the mutually dependent areas of brand management and product innovation. The subject has been designed to provide students with the capabilities to understand and apply the product development process in conjunction with brand management principles for building, enhancing and leveraging brand equity of products/services marketed by organisations.

No offerings have been identified for this subject in 2021.

Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.

Subject Information

Grading System



One session


School of Management and Marketing

Assumed Knowledge


Subject Relationships

MKT235 overlapping content
MKT350 overlapping content

Learning Outcomes

Upon successful completion of this subject, students should:
  • be able to articulate and reflect on the role of innovation in organisations and the challenges organisations face managing brands and developing new products and services;
  • be able to develop and make recommendations for specific brand strategies aimed at enhancing brand equity;
  • be able to apply relevant theoretical concepts of brand and new product development strategy in a range of specific marketing contexts;
  • be able to make recommendations on the design, development and implementation of activities required to take a new product from an idea or opportunity through to a successful launch; and
  • be able to examine and critically evaluate branding and new product development activities in the marketplace.


This subject will cover the following topics:
  • The importance of branding and innovation for marketing organisations
  • Brands and brand positioning
  • Managing branding and innovation
  • Building, measuring and managing brand equity
  • Managing brands and products over time
  • Product and brand strategy
  • Success factors in new product development
  • The new product development process
  • Branding considerations and decisions across the stages of the new product development process
  • Issues in service innovation
  • Brand and product deletion

The information contained in the CSU Handbook was accurate at the date of publication: May 2021. The University reserves the right to vary the information at any time without notice.