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.

SchoolLa Trobe Business School

Credit points15

Subject Co-ordinatorRachel Fuller

Available to Study Abroad/Exchange StudentsYes

Subject year levelYear Level 2 - UG

Available as ElectiveYes

Learning ActivitiesN/A

Capstone subjectNo

Subject particulars

Subject rules

PrerequisitesN/A

Co-requisitesN/A

Incompatible subjectsN/A

Equivalent subjectsN/A

Quota Management StrategyN/A

Quota-conditions or rulesN/A

Special conditionsN/A

Minimum credit point requirementN/A

Assumed knowledgeN/A

Readings

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

Resource TypePrescribed

Resource RequirementN/A

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

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

Albury-Wodonga, 2020, Semester 1, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorRachel Fuller

Class requirements

Seminar Week: 10 - 22
One 2.00 h seminar per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.

Assessments

Assessment elementCommentsCategoryContributionHurdle% ILO*
2-hour final examination (2000 word equivalent)N/AN/AN/ANo40 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 studentN/AN/AN/ANo25 SILO2, SILO3, SILO4
Group Brand Analysis Project 4-5 students per group. 750-words per student.N/AN/AN/ANo20 SILO5, SILO6
30 min mid-semester test (multi-choice) 750 words equivalentN/AN/AN/ANo15 SILO2, SILO3, SILO4

Bendigo, 2020, Semester 1, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorRachel Fuller

Class requirements

Seminar Week: 10 - 22
One 2.00 h seminar per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.

Assessments

Assessment elementCommentsCategoryContributionHurdle% ILO*
2-hour final examination (2000 word equivalent)N/AN/AN/ANo40 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 studentN/AN/AN/ANo25 SILO2, SILO3, SILO4
Group Brand Analysis Project 4-5 students per group. 750-words per student.N/AN/AN/ANo20 SILO5, SILO6
30 min mid-semester test (multi-choice) 750 words equivalentN/AN/AN/ANo15 SILO2, SILO3, SILO4

Mildura, 2020, Semester 1, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorRachel Fuller

Class requirements

Seminar Week: 10 - 22
One 2.00 h seminar per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.

Assessments

Assessment elementCommentsCategoryContributionHurdle% ILO*
2-hour final examination (2000 word equivalent)N/AN/AN/ANo40 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 studentN/AN/AN/ANo25 SILO2, SILO3, SILO4
Group Brand Analysis Project 4-5 students per group. 750-words per student.N/AN/AN/ANo20 SILO5, SILO6
30 min mid-semester test (multi-choice) 750 words equivalentN/AN/AN/ANo15 SILO2, SILO3, SILO4

Shepparton, 2020, Semester 1, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorRachel Fuller

Class requirements

Seminar Week: 10 - 22
One 2.00 h seminar per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.

Assessments

Assessment elementCommentsCategoryContributionHurdle% ILO*
2-hour final examination (2000 word equivalent)N/AN/AN/ANo40 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 studentN/AN/AN/ANo25 SILO2, SILO3, SILO4
Group Brand Analysis Project 4-5 students per group. 750-words per student.N/AN/AN/ANo20 SILO5, SILO6
30 min mid-semester test (multi-choice) 750 words equivalentN/AN/AN/ANo15 SILO2, SILO3, SILO4

Melbourne (Bundoora), 2020, Semester 2, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorRachel Fuller

Class requirements

Seminar Week: 31 - 43
One 2.00 h seminar per week on weekdays during the day from week 31 to week 43 and delivered via face-to-face.

Assessments

Assessment elementCommentsCategoryContributionHurdle% ILO*
2-hour final examination (2000 word equivalent)N/AN/AN/ANo40 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 studentN/AN/AN/ANo25 SILO2, SILO3, SILO4
Group Brand Analysis Project 4-5 students per group. 750-words per student.N/AN/AN/ANo20 SILO5, SILO6
30 min mid-semester test (multi-choice) 750 words equivalentN/AN/AN/ANo15 SILO2, SILO3, SILO4

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

Overview

Online enrolmentNo

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorRachel Fuller

Class requirements

Seminar Week: 31 - 43
One 2.00 h seminar per week on weekdays during the day from week 31 to week 43 and delivered via face-to-face.

Assessments

Assessment elementCommentsCategoryContributionHurdle% ILO*
2-hour final examination (2000 word equivalent)N/AN/AN/ANo40 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 studentN/AN/AN/ANo25 SILO2, SILO3, SILO4
Group Brand Analysis Project 4-5 students per group. 750-words per student.N/AN/AN/ANo20 SILO5, SILO6
30 min mid-semester test (multi-choice) 750 words equivalentN/AN/AN/ANo15 SILO2, SILO3, SILO4

Sydney, 2020, Study period 2, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorRachel Fuller

Class requirements

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

Assessments

Assessment elementCommentsCategoryContributionHurdle% ILO*
2-hour final examination (2000 word equivalent)N/AN/AN/ANo40 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 studentN/AN/AN/ANo25 SILO2, SILO3, SILO4
Group Brand Analysis Project 4-5 students per group. 750-words per student.N/AN/AN/ANo20 SILO5, SILO6
30 min mid-semester test (multi-choice) 750 words equivalentN/AN/AN/ANo15 SILO2, SILO3, SILO4

Sydney, 2020, Study period 3, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorRachel Fuller

Class requirements

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

Assessments

Assessment elementCommentsCategoryContributionHurdle% ILO*
2-hour final examination (2000 word equivalent)N/AN/AN/ANo40 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 studentN/AN/AN/ANo25 SILO2, SILO3, SILO4
Group Brand Analysis Project 4-5 students per group. 750-words per student.N/AN/AN/ANo20 SILO5, SILO6
30 min mid-semester test (multi-choice) 750 words equivalentN/AN/AN/ANo15 SILO2, SILO3, SILO4