DIGITAL BRANDING AND RETAILING

MKT2BBM

2020

Credit points: 15

Subject outline

Brands a key source of competitive advantage for firms. Yet, building and maintaining a strong brand in an increasingly digital environment is an on-going challenge. In this subject, you will learn the fundamental principles and theories of branding that apply across all contexts. You will also explore how branding is changing in the face of digital disruption, and how marketers are using digital marketing strategies to build strong brands across multiple channels and retail platforms. At the end of the course, you will have put yourself in the shoes of a brand manager and developed the necessary skills to measure, manage and optimize brand performance within a highly complex modern world.

School: La Trobe Business School (Pre 2022)

Credit points: 15

Subject Co-ordinator: Rachel Fuller

Available to Study Abroad/Exchange Students: Yes

Subject year level: Year Level 2 - UG

Exchange Students: No

Available as Elective: Yes

Learning Activities: N/A

Capstone subject: No

Subject particulars

Subject rules

Prerequisites: N/A

Co-requisites: N/A

Incompatible subjects: N/A

Equivalent subjects: N/A

Quota Management Strategy: N/A

Quota-conditions or rules: N/A

Special conditions: N/A

Minimum credit point requirement: N/A

Assumed knowledge: N/A

Learning resources

Strategic brand management: building measuring and managing brand equity and best practice cases

Resource Type: Book

Resource Requirement: Prescribed

Author: Keller, K.L.

Year: 2013

Edition/Volume: N/A

Publisher: Pearson

ISBN: N/A

Chapter/article title: N/A

Chapter/issue: N/A

URL: N/A

Other description: N/A

Source location: N/A

Career Ready

Career-focused: No

Work-based learning: No

Self sourced or Uni sourced: N/A

Entire subject or partial subject: N/A

Total hours/days required: N/A

Location of WBL activity (region): N/A

WBL addtional requirements: N/A

Graduate capabilities & intended learning outcomes

Graduate Capabilities

COMMUNICATION - Communicating and Influencing

INQUIRY AND ANALYSIS - Creativity and Innovation

INQUIRY AND ANALYSIS - Critical Thinking and Problem Solving

INQUIRY AND ANALYSIS - Research and Evidence-Based Inquiry

PERSONAL AND PROFESSIONAL - Leadership and Teamwork

Intended Learning Outcomes

01. Recognise the meaning of brands and digital branding.

02. Apply the appropriate theories, frameworks and concepts related to brand management and digital brand management.

03. Analyse the positioning of a good, service, retail and/or digital brand.

04. Critique a good, service, retail and/or digital brand's use of brand elements.

05. Perform a strategic brand audit and prescribe appropriate digital marketing strategies to build brand equity.

06. Describe the main types of digital marketing channels and communications.

Albury-Wodonga, 2020, Semester 1, Blended

Overview

Online enrolment: Yes

Maximum enrolment size: N/A

Enrolment information: N/A

Subject Instance Co-ordinator: Rachel Fuller

Class requirements

SeminarWeek: 10 - 22
One 2.00 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	Category	Contribution	Hurdle	%	ILO*
2-hour final examination (2000 word equivalent)	N/A	N/A	N/A	No	40	SILO1, SILO2, SILO6
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	N/A	N/A	N/A	No	25	SILO2, SILO3, SILO4
Group Brand Analysis Project4-5 students per group. 750-words per student.	N/A	N/A	N/A	No	20	SILO5, SILO6
30 min mid-semester test (multi-choice)750 words equivalent	N/A	N/A	N/A	No	15	SILO2, SILO3, SILO4

Bendigo, 2020, Semester 1, Blended

Overview

Online enrolment: Yes

Maximum enrolment size: N/A

Enrolment information: N/A

Subject Instance Co-ordinator: Rachel Fuller

Class requirements

SeminarWeek: 10 - 22
One 2.00 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	Category	Contribution	Hurdle	%	ILO*
2-hour final examination (2000 word equivalent)	N/A	N/A	N/A	No	40	SILO1, SILO2, SILO6
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	N/A	N/A	N/A	No	25	SILO2, SILO3, SILO4
Group Brand Analysis Project4-5 students per group. 750-words per student.	N/A	N/A	N/A	No	20	SILO5, SILO6
30 min mid-semester test (multi-choice)750 words equivalent	N/A	N/A	N/A	No	15	SILO2, SILO3, SILO4

Mildura, 2020, Semester 1, Blended

Overview

Online enrolment: Yes

Maximum enrolment size: N/A

Enrolment information: N/A

Subject Instance Co-ordinator: Rachel Fuller

Class requirements

SeminarWeek: 10 - 22
One 2.00 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	Category	Contribution	Hurdle	%	ILO*
2-hour final examination (2000 word equivalent)	N/A	N/A	N/A	No	40	SILO1, SILO2, SILO6
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	N/A	N/A	N/A	No	25	SILO2, SILO3, SILO4
Group Brand Analysis Project4-5 students per group. 750-words per student.	N/A	N/A	N/A	No	20	SILO5, SILO6
30 min mid-semester test (multi-choice)750 words equivalent	N/A	N/A	N/A	No	15	SILO2, SILO3, SILO4

Shepparton, 2020, Semester 1, Blended

Overview

Online enrolment: Yes

Maximum enrolment size: N/A

Enrolment information: N/A

Subject Instance Co-ordinator: Rachel Fuller

Class requirements

SeminarWeek: 10 - 22
One 2.00 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	Category	Contribution	Hurdle	%	ILO*
2-hour final examination (2000 word equivalent)	N/A	N/A	N/A	No	40	SILO1, SILO2, SILO6
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	N/A	N/A	N/A	No	25	SILO2, SILO3, SILO4
Group Brand Analysis Project4-5 students per group. 750-words per student.	N/A	N/A	N/A	No	20	SILO5, SILO6
30 min mid-semester test (multi-choice)750 words equivalent	N/A	N/A	N/A	No	15	SILO2, SILO3, SILO4

Melbourne (Bundoora), 2020, Semester 2, Blended

Overview

Online enrolment: Yes

Maximum enrolment size: N/A

Enrolment information: N/A

Subject Instance Co-ordinator: Rachel Fuller

Class requirements

SeminarWeek: 31 - 43
One 2.00 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	Category	Contribution	Hurdle	%	ILO*
2-hour final examination (2000 word equivalent)	N/A	N/A	N/A	No	40	SILO1, SILO2, SILO6
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	N/A	N/A	N/A	No	25	SILO2, SILO3, SILO4
Group Brand Analysis Project4-5 students per group. 750-words per student.	N/A	N/A	N/A	No	20	SILO5, SILO6
30 min mid-semester test (multi-choice)750 words equivalent	N/A	N/A	N/A	No	15	SILO2, SILO3, SILO4

Vietnam (Hanoi University), 2020, Semester 2, Blended

Overview

Online enrolment: No

Maximum enrolment size: N/A

Enrolment information: N/A

Subject Instance Co-ordinator: Rachel Fuller

Class requirements

SeminarWeek: 31 - 43
One 2.00 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	Category	Contribution	Hurdle	%	ILO*
2-hour final examination (2000 word equivalent)	N/A	N/A	N/A	No	40	SILO1, SILO2, SILO6
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	N/A	N/A	N/A	No	25	SILO2, SILO3, SILO4
Group Brand Analysis Project4-5 students per group. 750-words per student.	N/A	N/A	N/A	No	20	SILO5, SILO6
30 min mid-semester test (multi-choice)750 words equivalent	N/A	N/A	N/A	No	15	SILO2, SILO3, SILO4

Sydney, 2020, Study period 2, Blended

Overview

Online enrolment: Yes

Maximum enrolment size: N/A

Enrolment information: N/A

Subject Instance Co-ordinator: Rachel Fuller

Class requirements

SeminarWeek: 31 - 42
One 2.00 hours seminar per week on weekdays during the day from week 31 to week 42 and delivered via face-to-face.

Assessments

Assessment element	Comments	Category	Contribution	Hurdle	%	ILO*
2-hour final examination (2000 word equivalent)	N/A	N/A	N/A	No	40	SILO1, SILO2, SILO6
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	N/A	N/A	N/A	No	25	SILO2, SILO3, SILO4
Group Brand Analysis Project4-5 students per group. 750-words per student.	N/A	N/A	N/A	No	20	SILO5, SILO6
30 min mid-semester test (multi-choice)750 words equivalent	N/A	N/A	N/A	No	15	SILO2, SILO3, SILO4

Sydney, 2020, Study period 3, Blended

Overview

Online enrolment: Yes

Maximum enrolment size: N/A

Enrolment information: N/A

Subject Instance Co-ordinator: Rachel Fuller

Class requirements

SeminarWeek: 46 - 0
One 2.00 hours seminar per week on weekdays during the day from week 46 to week 0 and delivered via face-to-face.

Assessments

Assessment element	Comments	Category	Contribution	Hurdle	%	ILO*
2-hour final examination (2000 word equivalent)	N/A	N/A	N/A	No	40	SILO1, SILO2, SILO6
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	N/A	N/A	N/A	No	25	SILO2, SILO3, SILO4
Group Brand Analysis Project4-5 students per group. 750-words per student.	N/A	N/A	N/A	No	20	SILO5, SILO6
30 min mid-semester test (multi-choice)750 words equivalent	N/A	N/A	N/A	No	15	SILO2, SILO3, SILO4