DIGITAL BRANDING AND RETAILING
MKT2BBM
2018
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, in-class lectures and tutorials, 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-ordinatorElaine Plant
Available to Study Abroad StudentsYes
Subject year levelYear Level 2 - UG
Exchange StudentsYes
Subject particulars
Subject rules
PrerequisitesN/A
Co-requisitesN/A
Incompatible subjectsN/A
Equivalent subjectsN/A
Special conditions Core subject in LBBMK and Marketing Major
Readings
| Resource Type | Title | Resource Requirement | Author and Year | Publisher |
|---|---|---|---|---|
| Readings | Strategic brand management: building measuring and managing brand equity and best practice cases | Prescribed | Keller, K.L. 2013 | Pearson |
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:
- Lecture and tutorial
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:
- Lecture and tutorial
03. Identify and analyse the positioning and values for an identified brand in written and/or oral form
- Activities:
- Lecture and tutorial
04. Design strategies and programs for brands
- Activities:
- Lecture and tutorial
05. Recommend renewal and extension strategies for brands
- Activities:
- Lecture and tutorial
06. Critique, add value to and integrate brand equity management practices for brands
- Activities:
- Lecture and tutorial
07. Plan and manage a team project for a strategic brand audit, analysis and brand development
- Activities:
- Lecture and tutorial
Subject options
Select to view your study options…
Albury-Wodonga, 2018, Semester 2, Blended
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorElaine Plant
Class requirements
Seminar
Week:
31
-
43
One 2.0 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 | % | ILO* |
|---|---|---|---|
| One 2-hour final examination (2000 word equivalent) | 35 | 01, 02, 03, 04, 05, 06 | |
| One, 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 | 25 | 03, 04, 05, 06 |
| One group Brand Analysis Project | 4-5 students per group. 1000-words per student. | 20 | 07 |
| One, 30 min mid-semester test (multi-choice) | 500 words equivalent | 20 | 01, 03, 04 |
Bendigo, 2018, Semester 2, Blended
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorElaine Plant
Class requirements
Seminar
Week:
31
-
43
One 2.0 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 | % | ILO* |
|---|---|---|---|
| One 2-hour final examination (2000 word equivalent) | 35 | 01, 02, 03, 04, 05, 06 | |
| One, 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 | 25 | 03, 04, 05, 06 |
| One group Brand Analysis Project | 4-5 students per group. 1000-words per student. | 20 | 07 |
| One, 30 min mid-semester test (multi-choice) | 500 words equivalent | 20 | 01, 03, 04 |
Melbourne, 2018, Semester 2, Blended
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorElaine Plant
Class requirements
Seminar
Week:
31
-
43
One 2.0 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 | % | ILO* |
|---|---|---|---|
| One 2-hour final examination (2000 word equivalent) | 35 | 01, 02, 03, 04, 05, 06 | |
| One, 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 | 25 | 03, 04, 05, 06 |
| One group Brand Analysis Project | 4-5 students per group. 1000-words per student. | 20 | 07 |
| One, 30 min mid-semester test (multi-choice) | 500 words equivalent | 20 | 01, 03, 04 |
Mildura, 2018, Semester 2, Blended
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorElaine Plant
Class requirements
Seminar
Week:
31
-
43
One 2.0 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 | % | ILO* |
|---|---|---|---|
| One 2-hour final examination (2000 word equivalent) | 35 | 01, 02, 03, 04, 05, 06 | |
| One, 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 | 25 | 03, 04, 05, 06 |
| One group Brand Analysis Project | 4-5 students per group. 1000-words per student. | 20 | 07 |
| One, 30 min mid-semester test (multi-choice) | 500 words equivalent | 20 | 01, 03, 04 |
Shepparton, 2018, Semester 2, Blended
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorElaine Plant
Class requirements
Seminar
Week:
31
-
43
One 2.0 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 | % | ILO* |
|---|---|---|---|
| One 2-hour final examination (2000 word equivalent) | 35 | 01, 02, 03, 04, 05, 06 | |
| One, 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 | 25 | 03, 04, 05, 06 |
| One group Brand Analysis Project | 4-5 students per group. 1000-words per student. | 20 | 07 |
| One, 30 min mid-semester test (multi-choice) | 500 words equivalent | 20 | 01, 03, 04 |
Sydney, 2018, Study Period 1, Blended
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorElaine Plant
Class requirements
Seminar
Week:
10
-
22
One 2.0 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 | % | ILO* |
|---|---|---|---|
| One 2-hour final examination (2000 word equivalent) | 35 | 01, 02, 03, 04, 05, 06 | |
| One, 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 | 25 | 03, 04, 05, 06 |
| One group Brand Analysis Project | 4-5 students per group. 1000-words per student. | 20 | 07 |
| One, 30 min mid-semester test (multi-choice) | 500 words equivalent | 20 | 01, 03, 04 |
Sydney, 2018, Study Period 3, Blended
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorElaine Plant
Class requirements
Seminar
Week:
46
One 2.0 hours seminar per week
on weekdays
during the day
in week 46
and delivered via face-to-face.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| One 2-hour final examination (2000 word equivalent) | 35 | 01, 02, 03, 04, 05, 06 | |
| One, 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 | 25 | 03, 04, 05, 06 |
| One group Brand Analysis Project | 4-5 students per group. 1000-words per student. | 20 | 07 |
| One, 30 min mid-semester test (multi-choice) | 500 words equivalent | 20 | 01, 03, 04 |
Vietnam, 2018, Semester 2, Blended
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorElaine Plant
Class requirements
Seminar
Week:
31
-
43
One 2.0 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 | % | ILO* |
|---|---|---|---|
| One 2-hour final examination (2000 word equivalent) | 35 | 01, 02, 03, 04, 05, 06 | |
| One, 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 | 25 | 03, 04, 05, 06 |
| One group Brand Analysis Project | 4-5 students per group. 1000-words per student. | 20 | 07 |
| One, 30 min mid-semester test (multi-choice) | 500 words equivalent | 20 | 01, 03, 04 |