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 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:
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…

Start date between: and    Key dates

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 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, 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 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, 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 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, 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 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, 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 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, 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 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, 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 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 (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 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