DIGITAL BRANDING AND RETAILING

MKT2BBX

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 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-ordinatorGreg Jamieson

Available to Study Abroad StudentsNo

Subject year levelYear Level 2 - UG

Exchange StudentsNo

Subject particulars

Subject rules

Prerequisites Student must be enrolled in one of the following courses: LBAB, LBABM, LBABK, LDAB, LAAB

Co-requisitesN/A

Incompatible subjects MKT2BBM

Equivalent subjectsN/A

Special conditionsN/A

Readings

Resource TypeTitleResource RequirementAuthor and YearPublisher
ReadingsStrategic brand management: building measuring and managing brand equity and best practice casesRecommendedKeller, K.L. 2013Pearson
ReadingsDigital Branding and Retailing Learner ResourcePrescribedDidasko Digital, 2017Didasko Group

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:
online activites
Related graduate capabilities and elements:
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Personal and Professional Skills (Ethical behaviour)

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:
online activites
Related graduate capabilities and elements:
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)

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

Activities:
online activites
Related graduate capabilities and elements:
Literacies and Communication Skills (Writing,Speaking)
Literacies and Communication Skills (Writing,Speaking)

04. Design strategies and programs for brands

Activities:
online activites
Related graduate capabilities and elements:
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)

05. Recommend renewal and extension strategies for brands

Activities:
online activites
Related graduate capabilities and elements:
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)

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

Activities:
online activites
Related graduate capabilities and elements:
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)

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

Activities:
online activites
Related graduate capabilities and elements:
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)

Subject options

Select to view your study options…

Start date between: and    Key dates

Online, 2018, Study Block 8, Online

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorGreg Jamieson

Class requirements

Unscheduled Online Class Week: 32 - 43
One 3.0 hours unscheduled online class per week on any day including weekend during the day from week 32 to week 43 and delivered via online.

Assessments

Assessment elementComments% ILO*
One 2-hour Final Examination35 01, 02, 03, 04, 05, 06
One individual presentation of case study supported by written reportIndividual 5-min presentation (15%) and 750-word report (10%). Total 1,000 words per student.25 03, 04, 05, 06
One group Brand Analysis Project4-5 students per group. 1,000 words per student.20 07
One 30-min multiple-choice test500-word equivalent20 01, 03, 04

Online, 2018, Study Block 9, Online

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorGreg Jamieson

Class requirements

Unscheduled Online Class Week: 36 - 47
One 3.0 hours unscheduled online class per week on any day including weekend during the day from week 36 to week 47 and delivered via online.

Assessments

Assessment elementComments% ILO*
One 2-hour Final Examination35 01, 02, 03, 04, 05, 06
One individual presentation of case study supported by written reportIndividual 5-min presentation (15%) and 750-word report (10%). Total 1,000 words per student.25 03, 04, 05, 06
One group Brand Analysis Project4-5 students per group. 1,000 words per student.20 07
One 30-min multiple-choice test500-word equivalent20 01, 03, 04

Online, 2018, Study Block 10, Online

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorGreg Jamieson

Class requirements

Unscheduled Online Class Week: 41 - 52
One 3.0 hours unscheduled online class per week on any day including weekend during the day from week 41 to week 52 and delivered via online.

Assessments

Assessment elementComments% ILO*
One 2-hour Final Examination35 01, 02, 03, 04, 05, 06
One individual presentation of case study supported by written reportIndividual 5-min presentation (15%) and 750-word report (10%). Total 1,000 words per student.25 03, 04, 05, 06
One group Brand Analysis Project4-5 students per group. 1,000 words per student.20 07
One 30-min multiple-choice test500-word equivalent20 01, 03, 04

Online, 2018, Study Block 11, Online

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorGreg Jamieson

Class requirements

Unscheduled Online Class Week: 45
One 3.0 hours unscheduled online class per week on any day including weekend during the day in week 45 and delivered via online.

Assessments

Assessment elementComments% ILO*
One 2-hour Final Examination35 01, 02, 03, 04, 05, 06
One individual presentation of case study supported by written reportIndividual 5-min presentation (15%) and 750-word report (10%). Total 1,000 words per student.25 03, 04, 05, 06
One group Brand Analysis Project4-5 students per group. 1,000 words per student.20 07
One 30-min multiple-choice test500-word equivalent20 01, 03, 04

Online, 2018, Study Block 12, Online

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorGreg Jamieson

Class requirements

Unscheduled Online Class Week: 49
One 3.0 hours unscheduled online class per week on any day including weekend during the day in week 49 and delivered via online.

Assessments

Assessment elementComments% ILO*
One 2-hour Final Examination35 01, 02, 03, 04, 05, 06
One individual presentation of case study supported by written reportIndividual 5-min presentation (15%) and 750-word report (10%). Total 1,000 words per student.25 03, 04, 05, 06
One group Brand Analysis Project4-5 students per group. 1,000 words per student.20 07
One 30-min multiple-choice test500-word equivalent20 01, 03, 04