mkt2bbx digital branding and retailing

DIGITAL BRANDING AND RETAILING

MKT2BBX

2020

Credit points: 15

Subject outline

Brands are 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.

SchoolLa Trobe Business School

Credit points15

Subject Co-ordinatorMalliga Marimuthu

Available to Study Abroad/Exchange StudentsYes

Subject year levelYear Level 2 - UG

Available as ElectiveNo

Learning ActivitiesN/A

Capstone subjectNo

Subject particulars

Subject rules

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

Co-requisitesN/A

Incompatible subjectsMKT2BBM

Equivalent subjectsMKT2BBM

Quota Management StrategyN/A

Quota-conditions or rulesN/A

Special conditionsN/A

Minimum credit point requirementN/A

Assumed knowledgeN/A

Learning resources

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

Resource TypeBook

Resource RequirementRecommended

AuthorKeller, K.L.

Year2013

Edition/VolumeN/A

PublisherPearson

ISBNN/A

Chapter/article titleN/A

Chapter/issueN/A

URLN/A

Other descriptionN/A

Source locationN/A

Digital Branding and Retailing Learner Resource

Resource TypeBook

Resource RequirementPrescribed

AuthorDidasko Digital

Year2019

Edition/VolumeN/A

PublisherDidasko Group

ISBNN/A

Chapter/article titleN/A

Chapter/issueN/A

URLN/A

Other descriptionN/A

Source locationN/A

Career Ready

Career-focusedNo

Work-based learningNo

Self sourced or Uni sourcedN/A

Entire subject or partial subjectN/A

Total hours/days requiredN/A

Location of WBL activity (region)N/A

WBL addtional requirementsN/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.

Subject options

Select to view your study options…

Start date between: and    Key dates

Online (Didasko), 2020, Study block 1, Online

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorMalliga Marimuthu

Class requirements

Unscheduled Online ClassWeek: 2 - 13
One 3.00 hours unscheduled online class per week on weekdays during the day from week 2 to week 13 and delivered via online.

Assessments

Assessment elementCommentsCategoryContributionHurdle%ILO*

Take home Examination (equivalent to 2,000 words)Equivalent to a 2-hour exam, to be completed within 48 hours of being made available on LMS

N/AN/AN/ANo40SILO1, SILO2, SILO6

Individual, oral presentation of case study supported by 1,000 word reportIndividual 5-min oral presentation (15%) and 750 words report (10%). (Total 1,000 words per student equivalent)

N/AN/AN/ANo25SILO2, SILO3, SILO4

Group Brand Analysis Project (equivalent to 750 words per student)Ideally 4-5 students per group. 750 words per student.

N/AN/AN/ANo20SILO5, SILO6

30-minute mid semester test (equivalent to 750 words)Mid semester test (multiple-choice)

N/AN/AN/ANo15SILO2, SILO3, SILO4

Online (Didasko), 2020, Study block 10, Online

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorMalliga Marimuthu

Class requirements

Unscheduled Online ClassWeek: 41 - 52
One 3.00 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 elementCommentsCategoryContributionHurdle%ILO*

Take home Examination (equivalent to 2,000 words)Equivalent to a 2-hour exam, to be completed within 48 hours of being made available on LMS

N/AN/AN/ANo40SILO1, SILO2, SILO6

Individual, oral presentation of case study supported by 1,000 word reportIndividual 5-min oral presentation (15%) and 750 words report (10%). (Total 1,000 words per student equivalent)

N/AN/AN/ANo25SILO2, SILO3, SILO4

Group Brand Analysis Project (equivalent to 750 words per student)Ideally 4-5 students per group. 750 words per student.

N/AN/AN/ANo20SILO5, SILO6

30-minute mid semester test (equivalent to 750 words)Mid semester test (multiple-choice)

N/AN/AN/ANo15SILO2, SILO3, SILO4

Online (Didasko), 2020, Study block 4, Online

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorMalliga Marimuthu

Class requirements

Unscheduled Online ClassWeek: 15 - 26
One 3.00 days unscheduled online class per week on weekdays during the day from week 15 to week 26 and delivered via online.

Assessments

Assessment elementCommentsCategoryContributionHurdle%ILO*

Take home Examination (equivalent to 2,000 words)Equivalent to a 2-hour exam, to be completed within 48 hours of being made available on LMS

N/AN/AN/ANo40SILO1, SILO2, SILO6

Individual, oral presentation of case study supported by 1,000 word reportIndividual 5-min oral presentation (15%) and 750 words report (10%). (Total 1,000 words per student equivalent)

N/AN/AN/ANo25SILO2, SILO3, SILO4

Group Brand Analysis Project (equivalent to 750 words per student)Ideally 4-5 students per group. 750 words per student.

N/AN/AN/ANo20SILO5, SILO6

30-minute mid semester test (equivalent to 750 words)Mid semester test (multiple-choice)

N/AN/AN/ANo15SILO2, SILO3, SILO4

Online (Didasko), 2020, Study block 6, Online

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorMalliga Marimuthu

Class requirements

Unscheduled Online ClassWeek: 23 - 34
One 3.00 hours unscheduled online class per week on any day including weekend during the day from week 23 to week 34 and delivered via online.

Assessments

Assessment elementCommentsCategoryContributionHurdle%ILO*

Take home Examination (equivalent to 2,000 words)Equivalent to a 2-hour exam, to be completed within 48 hours of being made available on LMS

N/AN/AN/ANo40SILO1, SILO2, SILO6

Individual, oral presentation of case study supported by 1,000 word reportIndividual 5-min oral presentation (15%) and 750 words report (10%). (Total 1,000 words per student equivalent)

N/AN/AN/ANo25SILO2, SILO3, SILO4

Group Brand Analysis Project (equivalent to 750 words per student)Ideally 4-5 students per group. 750 words per student.

N/AN/AN/ANo20SILO5, SILO6

30-minute mid semester test (equivalent to 750 words)Mid semester test (multiple-choice)

N/AN/AN/ANo15SILO2, SILO3, SILO4

Online (Didasko), 2020, Study block 8, Online

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorMalliga Marimuthu

Class requirements

Unscheduled Online ClassWeek: 32 - 43
One 3.00 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 elementCommentsCategoryContributionHurdle%ILO*

Take home Examination (equivalent to 2,000 words)Equivalent to a 2-hour exam, to be completed within 48 hours of being made available on LMS

N/AN/AN/ANo40SILO1, SILO2, SILO6

Individual, oral presentation of case study supported by 1,000 word reportIndividual 5-min oral presentation (15%) and 750 words report (10%). (Total 1,000 words per student equivalent)

N/AN/AN/ANo25SILO2, SILO3, SILO4

Group Brand Analysis Project (equivalent to 750 words per student)Ideally 4-5 students per group. 750 words per student.

N/AN/AN/ANo20SILO5, SILO6

30-minute mid semester test (equivalent to 750 words)Mid semester test (multiple-choice)

N/AN/AN/ANo15SILO2, SILO3, SILO4