DIGITAL BRANDING AND RETAILING

MKT2BBM

2018

Credit points: 15

Subject outline

In this subject, you will develop the concepts of a product and a brand within the context of an increasingly digital environment. Digital Branding and Retailing includes the process of organising marketing activities around the introduction, promotion and optimization of brands and brand portfolios. Since brands are intangible assets, creating and nurturing a strong brand can be a challenge. By applying the customer based brand equity (CBBE) model, analysing brand positioning and values and choosing and leveraging brand elements, marketers can design marketing strategies. Within a retailing environment this means designing, creating and strengthening brands and brand extensions, and managing these brands over time, geographic boundaries and market segments. You will learn to manage a portfolio of brand equities, including the ability to conduct a brand audit, focusing particularly on the management task. Working in small groups and individually assisted by LMS content, in-class lectures and tutorials, you will develop the relevant skills and abilities needed to gain a competitive advantage within a highly complex modern world.

SchoolLa Trobe Business School

Credit points15

Subject Co-ordinatorPhilip Trebilcock

Available to Study Abroad StudentsYes

Subject year levelYear Level 2 - UG

Exchange StudentsYes

Subject particulars

Subject rules

PrerequisitesN/A

Co-requisitesN/A

Incompatible subjectsN/A

Equivalent subjectsN/A

Special conditions Core subject in LBBMK and Marketing Major

Readings

Resource TypeTitleResource RequirementAuthor and YearPublisher
ReadingsStrategic brand management: building measuring and managing brand equity and best practice casesPrescribedKeller, K.L. 2013Pearson

Graduate capabilities & intended learning outcomes

01. Demonstrate an understanding of the meanings of brand and discuss the appropriate concepts, theories and techniques related to brand management operations, applying the CBBE model to analyse a non-profit and for-profit brand in written or oral form

Activities:
Lecture and tutorial

02. Conduct a brand audit of a goods or services non-profit or for-profit brand and present an analysis in written or oral form

Activities:
Lecture and tutorial

03. Identify and analyse the positioning and values for an identified brand in written and/or oral form

Activities:
Lecture and tutorial

04. Design strategies and programs for brands

Activities:
Lecture and tutorial

05. Recommend renewal and extension strategies for brands

Activities:
Lecture and tutorial

06. Critique, add value to and integrate brand equity management practices for brands

Activities:
Lecture and tutorial

07. Plan and manage a team project for a strategic brand audit, analysis and brand development

Activities:
Lecture and tutorial

Subject options

Select to view your study options…

Start date between: and    Key dates

Albury-Wodonga, 2018, Semester 2, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorPhilip Trebilcock

Class requirements

Seminar Week: 31 - 43
One 2.0 hours seminar per week on weekdays during the day from week 31 to week 43 and delivered via face-to-face.

Assessments

Assessment elementComments% ILO*
One 2-hour final examination (2000 word equivalent)35 01, 02, 03, 04, 05, 06
One, individual, oral presentation of case study supported by 1000 word report.Individual 5 minute oral presentation (15%) and 750-word report (10%); Total 1000 words per student25 03, 04, 05, 06
One group Brand Analysis Project4-5 students per group. 1000-words per student.20 07
One, 30 min mid-semester test (multi-choice)500 words equivalent20 01, 03, 04

Bendigo, 2018, Semester 2, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorPhilip Trebilcock

Class requirements

Seminar Week: 31 - 43
One 2.0 hours seminar per week on weekdays during the day from week 31 to week 43 and delivered via face-to-face.

Assessments

Assessment elementComments% ILO*
One 2-hour final examination (2000 word equivalent)35 01, 02, 03, 04, 05, 06
One, individual, oral presentation of case study supported by 1000 word report.Individual 5 minute oral presentation (15%) and 750-word report (10%); Total 1000 words per student25 03, 04, 05, 06
One group Brand Analysis Project4-5 students per group. 1000-words per student.20 07
One, 30 min mid-semester test (multi-choice)500 words equivalent20 01, 03, 04

Melbourne, 2018, Semester 2, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorPhilip Trebilcock

Class requirements

Seminar Week: 31 - 43
One 2.0 hours seminar per week on weekdays during the day from week 31 to week 43 and delivered via face-to-face.

Assessments

Assessment elementComments% ILO*
One 2-hour final examination (2000 word equivalent)35 01, 02, 03, 04, 05, 06
One, individual, oral presentation of case study supported by 1000 word report.Individual 5 minute oral presentation (15%) and 750-word report (10%); Total 1000 words per student25 03, 04, 05, 06
One group Brand Analysis Project4-5 students per group. 1000-words per student.20 07
One, 30 min mid-semester test (multi-choice)500 words equivalent20 01, 03, 04

Mildura, 2018, Semester 2, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorPhilip Trebilcock

Class requirements

Seminar Week: 31 - 43
One 2.0 hours seminar per week on weekdays during the day from week 31 to week 43 and delivered via face-to-face.

Assessments

Assessment elementComments% ILO*
One 2-hour final examination (2000 word equivalent)35 01, 02, 03, 04, 05, 06
One, individual, oral presentation of case study supported by 1000 word report.Individual 5 minute oral presentation (15%) and 750-word report (10%); Total 1000 words per student25 03, 04, 05, 06
One group Brand Analysis Project4-5 students per group. 1000-words per student.20 07
One, 30 min mid-semester test (multi-choice)500 words equivalent20 01, 03, 04

Shepparton, 2018, Semester 2, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorPhilip Trebilcock

Class requirements

Seminar Week: 31 - 43
One 2.0 hours seminar per week on weekdays during the day from week 31 to week 43 and delivered via face-to-face.

Assessments

Assessment elementComments% ILO*
One 2-hour final examination (2000 word equivalent)35 01, 02, 03, 04, 05, 06
One, individual, oral presentation of case study supported by 1000 word report.Individual 5 minute oral presentation (15%) and 750-word report (10%); Total 1000 words per student25 03, 04, 05, 06
One group Brand Analysis Project4-5 students per group. 1000-words per student.20 07
One, 30 min mid-semester test (multi-choice)500 words equivalent20 01, 03, 04

Sydney, 2018, Study Period 1, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorPhilip Trebilcock

Class requirements

Seminar Week: 10 - 22
One 2.0 hours seminar per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.

Assessments

Assessment elementComments% ILO*
One 2-hour final examination (2000 word equivalent)35 01, 02, 03, 04, 05, 06
One, individual, oral presentation of case study supported by 1000 word report.Individual 5 minute oral presentation (15%) and 750-word report (10%); Total 1000 words per student25 03, 04, 05, 06
One group Brand Analysis Project4-5 students per group. 1000-words per student.20 07
One, 30 min mid-semester test (multi-choice)500 words equivalent20 01, 03, 04

Sydney, 2018, Study Period 3, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorPhilip Trebilcock

Class requirements

Seminar Week: 46
One 2.0 hours seminar per week on weekdays during the day in week 46 and delivered via face-to-face.

Assessments

Assessment elementComments% ILO*
One 2-hour final examination (2000 word equivalent)35 01, 02, 03, 04, 05, 06
One, individual, oral presentation of case study supported by 1000 word report.Individual 5 minute oral presentation (15%) and 750-word report (10%); Total 1000 words per student25 03, 04, 05, 06
One group Brand Analysis Project4-5 students per group. 1000-words per student.20 07
One, 30 min mid-semester test (multi-choice)500 words equivalent20 01, 03, 04

Vietnam, 2018, Semester 2, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorPhilip Trebilcock

Class requirements

Seminar Week: 31 - 43
One 2.0 hours seminar per week on weekdays during the day from week 31 to week 43 and delivered via face-to-face.

Assessments

Assessment elementComments% ILO*
One 2-hour final examination (2000 word equivalent)35 01, 02, 03, 04, 05, 06
One, individual, oral presentation of case study supported by 1000 word report.Individual 5 minute oral presentation (15%) and 750-word report (10%); Total 1000 words per student25 03, 04, 05, 06
One group Brand Analysis Project4-5 students per group. 1000-words per student.20 07
One, 30 min mid-semester test (multi-choice)500 words equivalent20 01, 03, 04