mkt2bbx digital branding and retailing
DIGITAL BRANDING AND RETAILING
MKT2BBX
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 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-ordinatorMalliga Marimuthu
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 subjects MKT2BBM
Special conditionsN/A
Learning resources
Readings
| Resource Type | Title | Resource Requirement | Author and Year | Publisher |
|---|---|---|---|---|
| Readings | Strategic brand management: building measuring and managing brand equity and best practice cases | Recommended | Keller, K.L. 2013 | Pearson |
| Readings | Digital Branding and Retailing Learner Resource | Prescribed | Didasko Digital, 2017 | Didasko 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…
Online (Didasko), 2019, Study Block 5, Online
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorMalliga Marimuthu
Class requirements
Unscheduled Online ClassWeek: 19 - 30
One 3.0 hours unscheduled online class per week on any day including weekend during the day from week 19 to week 30 and delivered via online.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| Take home Examination | Equivalent to a 2-hour exam, to be completed within 48 hours of being made available on LMS (Equivalent to 2000 words) | 35 | 01, 02, 03, 04, 05, 06 |
| One individual presentation of case study supported by written report | Individual 5-min presentation (15%) and 750-word report (10%). Total 1,000 words per student. | 25 | 03, 04, 05, 06 |
| One group Brand Analysis Project | 4-5 students per group. 1,000 words per student. | 20 | 07 |
| One 30-min multiple-choice test | 500-word equivalent | 20 | 01, 03, 04 |
Online (Didasko), 2019, Study Block 8, Online
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorMalliga Marimuthu
Class requirements
Unscheduled Online ClassWeek: 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 element | Comments | % | ILO* |
|---|---|---|---|
| Take home Examination | Equivalent to a 2-hour exam, to be completed within 48 hours of being made available on LMS (Equivalent to 2000 words) | 35 | 01, 02, 03, 04, 05, 06 |
| One individual presentation of case study supported by written report | Individual 5-min presentation (15%) and 750-word report (10%). Total 1,000 words per student. | 25 | 03, 04, 05, 06 |
| One group Brand Analysis Project | 4-5 students per group. 1,000 words per student. | 20 | 07 |
| One 30-min multiple-choice test | 500-word equivalent | 20 | 01, 03, 04 |
Online (Didasko), 2019, Study Block 9, Online
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorMalliga Marimuthu
Class requirements
Unscheduled Online ClassWeek: 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 element | Comments | % | ILO* |
|---|---|---|---|
| Take home Examination | Equivalent to a 2-hour exam, to be completed within 48 hours of being made available on LMS (Equivalent to 2000 words) | 35 | 01, 02, 03, 04, 05, 06 |
| One individual presentation of case study supported by written report | Individual 5-min presentation (15%) and 750-word report (10%). Total 1,000 words per student. | 25 | 03, 04, 05, 06 |
| One group Brand Analysis Project | 4-5 students per group. 1,000 words per student. | 20 | 07 |
| One 30-min multiple-choice test | 500-word equivalent | 20 | 01, 03, 04 |
Online (Didasko), 2019, Study Block 10, Online
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorMalliga Marimuthu
Class requirements
Unscheduled Online ClassWeek: 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 element | Comments | % | ILO* |
|---|---|---|---|
| Take home Examination | Equivalent to a 2-hour exam, to be completed within 48 hours of being made available on LMS (Equivalent to 2000 words) | 35 | 01, 02, 03, 04, 05, 06 |
| One individual presentation of case study supported by written report | Individual 5-min presentation (15%) and 750-word report (10%). Total 1,000 words per student. | 25 | 03, 04, 05, 06 |
| One group Brand Analysis Project | 4-5 students per group. 1,000 words per student. | 20 | 07 |
| One 30-min multiple-choice test | 500-word equivalent | 20 | 01, 03, 04 |
Online (Didasko), 2019, Study Block 12, Online
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorMalliga Marimuthu
Class requirements
Unscheduled Online ClassWeek: 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 element | Comments | % | ILO* |
|---|---|---|---|
| Take home Examination | Equivalent to a 2-hour exam, to be completed within 48 hours of being made available on LMS (Equivalent to 2000 words) | 35 | 01, 02, 03, 04, 05, 06 |
| One individual presentation of case study supported by written report | Individual 5-min presentation (15%) and 750-word report (10%). Total 1,000 words per student. | 25 | 03, 04, 05, 06 |
| One group Brand Analysis Project | 4-5 students per group. 1,000 words per student. | 20 | 07 |
| One 30-min multiple-choice test | 500-word equivalent | 20 | 01, 03, 04 |