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.

School: La Trobe Business School (Pre 2022)

Credit points: 15

Subject Co-ordinator: Malliga Marimuthu

Available to Study Abroad/Exchange Students: Yes

Subject year level: Year Level 2 - UG

Exchange Students: No

Available as Elective: No

Learning Activities: N/A

Capstone subject: No

Subject particulars

Subject rules

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

Co-requisites: N/A

Incompatible subjects: MKT2BBM

Equivalent subjects: MKT2BBM

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: Recommended

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

Digital Branding and Retailing Learner Resource

Resource Type: Book

Resource Requirement: Prescribed

Author: Didasko Digital

Year: 2019

Edition/Volume: N/A

Publisher: Didasko Group

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.

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

Overview

Online enrolment: Yes

Maximum enrolment size: N/A

Enrolment information: N/A

Subject Instance Co-ordinator: Malliga 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 element	Comments	Category	Contribution	Hurdle	%	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/A	N/A	N/A	No	40	SILO1, 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/A	N/A	N/A	No	25	SILO2, SILO3, SILO4
Group Brand Analysis Project (equivalent to 750 words per student)Ideally 4-5 students per group. 750 words per student.	N/A	N/A	N/A	No	20	SILO5, SILO6
30-minute mid semester test (equivalent to 750 words)Mid semester test (multiple-choice)	N/A	N/A	N/A	No	15	SILO2, SILO3, SILO4

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

Overview

Online enrolment: Yes

Maximum enrolment size: N/A

Enrolment information: N/A

Subject Instance Co-ordinator: Malliga 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 element	Comments	Category	Contribution	Hurdle	%	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/A	N/A	N/A	No	40	SILO1, 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/A	N/A	N/A	No	25	SILO2, SILO3, SILO4
Group Brand Analysis Project (equivalent to 750 words per student)Ideally 4-5 students per group. 750 words per student.	N/A	N/A	N/A	No	20	SILO5, SILO6
30-minute mid semester test (equivalent to 750 words)Mid semester test (multiple-choice)	N/A	N/A	N/A	No	15	SILO2, SILO3, SILO4

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

Overview

Online enrolment: Yes

Maximum enrolment size: N/A

Enrolment information: N/A

Subject Instance Co-ordinator: Malliga 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 element	Comments	Category	Contribution	Hurdle	%	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/A	N/A	N/A	No	40	SILO1, 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/A	N/A	N/A	No	25	SILO2, SILO3, SILO4
Group Brand Analysis Project (equivalent to 750 words per student)Ideally 4-5 students per group. 750 words per student.	N/A	N/A	N/A	No	20	SILO5, SILO6
30-minute mid semester test (equivalent to 750 words)Mid semester test (multiple-choice)	N/A	N/A	N/A	No	15	SILO2, SILO3, SILO4

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

Overview

Online enrolment: Yes

Maximum enrolment size: N/A

Enrolment information: N/A

Subject Instance Co-ordinator: Malliga 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 element	Comments	Category	Contribution	Hurdle	%	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/A	N/A	N/A	No	40	SILO1, 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/A	N/A	N/A	No	25	SILO2, SILO3, SILO4
Group Brand Analysis Project (equivalent to 750 words per student)Ideally 4-5 students per group. 750 words per student.	N/A	N/A	N/A	No	20	SILO5, SILO6
30-minute mid semester test (equivalent to 750 words)Mid semester test (multiple-choice)	N/A	N/A	N/A	No	15	SILO2, SILO3, SILO4

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

Overview

Online enrolment: Yes

Maximum enrolment size: N/A

Enrolment information: N/A

Subject Instance Co-ordinator: Malliga 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 element	Comments	Category	Contribution	Hurdle	%	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/A	N/A	N/A	No	40	SILO1, 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/A	N/A	N/A	No	25	SILO2, SILO3, SILO4
Group Brand Analysis Project (equivalent to 750 words per student)Ideally 4-5 students per group. 750 words per student.	N/A	N/A	N/A	No	20	SILO5, SILO6
30-minute mid semester test (equivalent to 750 words)Mid semester test (multiple-choice)	N/A	N/A	N/A	No	15	SILO2, SILO3, SILO4