DIGITAL BRANDING AND RETAILING
MKT2BBM
2019
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-ordinatorRachel Fuller
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 Type | Title | Resource Requirement | Author and Year | Publisher |
|---|---|---|---|---|
| Readings | Strategic brand management: building measuring and managing brand equity and best practice cases | Prescribed | Keller, K.L. 2013 | Pearson |
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:
- Assessment tasks constructed to cover the appropriate marketing theory, analysis and reporting
- Related graduate capabilities and elements:
- Literacies and Communication Skills (Writing,Speaking)
- Literacies and Communication Skills (Writing,Speaking)
- Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
- Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
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:
- Assessment task consisting of and industry-based brand audit.
- Related graduate capabilities and elements:
- Literacies and Communication Skills (Writing,Speaking)
- Literacies and Communication Skills (Writing,Speaking)
- 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:
- Class discussion and activities, as well as assessment tasks designed for the identification and
- Related graduate capabilities and elements:
- Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
04. Design strategies and programs for brands
- Activities:
- Assessment tasks constructed to cover the appropriate marketing theory, analysis, strategic planning and reporting.
- 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:
- Class discussion and activities focused on outcome strategies for brands.
- 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:
- Class discussion and activities focused on outcome strategies for brands.
- 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)
- 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:
- Group assessment task consisting of and industry-based brand audit.
- 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)
- Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
- Personal and Professional Skills (Ethical behaviour)
Subject options
Select to view your study options…
Albury-Wodonga, 2019, Semester 1, Blended
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorRachel Fuller
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 element | Comments | % | 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 student | 25 | 03, 04, 05, 06 |
| One group Brand Analysis Project | 4-5 students per group. 1000-words per student. | 20 | 07 |
| One, 30 min mid-semester test (multi-choice) | 500 words equivalent | 20 | 01, 03, 04 |
Bendigo, 2019, Semester 1, Blended
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorRachel Fuller
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 element | Comments | % | 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 student | 25 | 03, 04, 05, 06 |
| One group Brand Analysis Project | 4-5 students per group. 1000-words per student. | 20 | 07 |
| One, 30 min mid-semester test (multi-choice) | 500 words equivalent | 20 | 01, 03, 04 |
Melbourne, 2019, Semester 2, Blended
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorRachel Fuller
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 element | Comments | % | 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 student | 25 | 03, 04, 05, 06 |
| One group Brand Analysis Project | 4-5 students per group. 1000-words per student. | 20 | 07 |
| One, 30 min mid-semester test (multi-choice) | 500 words equivalent | 20 | 01, 03, 04 |
Mildura, 2019, Semester 1, Blended
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorRachel Fuller
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 element | Comments | % | 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 student | 25 | 03, 04, 05, 06 |
| One group Brand Analysis Project | 4-5 students per group. 1000-words per student. | 20 | 07 |
| One, 30 min mid-semester test (multi-choice) | 500 words equivalent | 20 | 01, 03, 04 |
Shepparton, 2019, Semester 1, Blended
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorRachel Fuller
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 element | Comments | % | 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 student | 25 | 03, 04, 05, 06 |
| One group Brand Analysis Project | 4-5 students per group. 1000-words per student. | 20 | 07 |
| One, 30 min mid-semester test (multi-choice) | 500 words equivalent | 20 | 01, 03, 04 |
Sydney, 2019, Study Period 1, Blended
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorRachel Fuller
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 element | Comments | % | 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 student | 25 | 03, 04, 05, 06 |
| One group Brand Analysis Project | 4-5 students per group. 1000-words per student. | 20 | 07 |
| One, 30 min mid-semester test (multi-choice) | 500 words equivalent | 20 | 01, 03, 04 |
Sydney, 2019, Study Period 3, Blended
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorRachel Fuller
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 element | Comments | % | 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 student | 25 | 03, 04, 05, 06 |
| One group Brand Analysis Project | 4-5 students per group. 1000-words per student. | 20 | 07 |
| One, 30 min mid-semester test (multi-choice) | 500 words equivalent | 20 | 01, 03, 04 |
Vietnam (Hanoi University), 2019, Semester 2, Blended
Overview
Online enrolmentNo
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorRachel Fuller
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 element | Comments | % | 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 student | 25 | 03, 04, 05, 06 |
| One group Brand Analysis Project | 4-5 students per group. 1000-words per student. | 20 | 07 |
| One, 30 min mid-semester test (multi-choice) | 500 words equivalent | 20 | 01, 03, 04 |