DIGITAL BRANDING AND RETAILING

MKT2BBM

2021

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 both online and offline. You will also examine the opportunities and challenges that marketers face to build and manage their brands in increasingly complex, multi-channel environments. At the end of the course, you will have put yourself in the shoes of a brand manager and developed the necessary skills to build, 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

Exchange StudentsNo

Available as ElectiveYes

Learning ActivitiesIn-class discussion and tasks, online and journal article reading, individual and group assignments, group discussion, case studies

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

Learning resources

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

Resource TypeBook

Resource RequirementPrescribed

AuthorKeller, K.L.

Year2019

Edition/Volume5th

PublisherPearson

ISBN9781292314969

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

COMMUNICATION - Digital Capability

DISCIPLINE KNOWLEDGE AND SKILLS

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. Differentiate the meaning of brands and products

02. Critically analyse the theories and frameworks underpinning branding and digital branding concepts

03. Analyse the components of a strong brand in a digital world

04. Design a brand health management system grounded in research and theory

05. Critique the opportunities and constraints of using digital marketing channels in brand management

06. Create and present (orally and in written form recommendations for the development of a new brand in a digital market

Subject options

Select to view your study options…

Albury-Wodonga, 2021, Semester 1, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment informationN/A

Subject Instance Co-ordinatorRachel 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	Central exam	Individual	No	40	SILO1, SILO2, SILO3, SILO5
Individual assessment Development of a brand health tracking survey (1500 word equivalent)	N/A	Assignment	Individual	No	30	SILO1, SILO3, SILO4
Group project and presentation 4-5 students per group. 1000-words per student.	N/A	Other	Group	No	30	SILO2, SILO3, SILO5, SILO6

Bendigo, 2021, Semester 1, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment informationN/A

Subject Instance Co-ordinatorRachel 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	Central exam	Individual	No	40	SILO1, SILO2, SILO3, SILO5
Individual assessment Development of a brand health tracking survey (1500 word equivalent)	N/A	Assignment	Individual	No	30	SILO1, SILO3, SILO4
Group project and presentation 4-5 students per group. 1000-words per student.	N/A	Other	Group	No	30	SILO2, SILO3, SILO5, SILO6

Mildura, 2021, Semester 1, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment informationN/A

Subject Instance Co-ordinatorRachel 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	Central exam	Individual	No	40	SILO1, SILO2, SILO3, SILO5
Individual assessment Development of a brand health tracking survey (1500 word equivalent)	N/A	Assignment	Individual	No	30	SILO1, SILO3, SILO4
Group project and presentation 4-5 students per group. 1000-words per student.	N/A	Other	Group	No	30	SILO2, SILO3, SILO5, SILO6

Shepparton, 2021, Semester 1, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment informationN/A

Subject Instance Co-ordinatorRachel 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	Central exam	Individual	No	40	SILO1, SILO2, SILO3, SILO5
Individual assessment Development of a brand health tracking survey (1500 word equivalent)	N/A	Assignment	Individual	No	30	SILO1, SILO3, SILO4
Group project and presentation 4-5 students per group. 1000-words per student.	N/A	Other	Group	No	30	SILO2, SILO3, SILO5, SILO6

Melbourne (Bundoora), 2021, Semester 2, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment informationN/A

Subject Instance Co-ordinatorRachel Fuller

Class requirements

SeminarWeek: 30 - 42
One 2.00 hours seminar per week on weekdays during the day from week 30 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	Central exam	Individual	No	40	SILO1, SILO2, SILO3, SILO5
Individual assessment Development of a brand health tracking survey (1500 word equivalent)	N/A	Assignment	Individual	No	30	SILO1, SILO3, SILO4
Group project and presentation 4-5 students per group. 1000-words per student.	N/A	Other	Group	No	30	SILO2, SILO3, SILO5, SILO6

Sydney, 2021, Semester 2, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment informationN/A

Subject Instance Co-ordinatorRachel Fuller

Class requirements

SeminarWeek: 30 - 42
One 2.00 hours seminar per week on weekdays during the day from week 30 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	Central exam	Individual	No	40	SILO1, SILO2, SILO3, SILO5
Individual assessment Development of a brand health tracking survey (1500 word equivalent)	N/A	Assignment	Individual	No	30	SILO1, SILO3, SILO4
Group project and presentation 4-5 students per group. 1000-words per student.	N/A	Other	Group	No	30	SILO2, SILO3, SILO5, SILO6

Vietnam (Hanoi University), 2021, Semester 2, Blended

Overview

Online enrolmentNo

Maximum enrolment sizeN/A

Enrolment informationN/A

Subject Instance Co-ordinatorRachel Fuller

Class requirements

SeminarWeek: 30 - 42
One 2.00 hours seminar per week on weekdays during the day from week 30 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	Central exam	Individual	No	40	SILO1, SILO2, SILO3, SILO5
Individual assessment Development of a brand health tracking survey (1500 word equivalent)	N/A	Assignment	Individual	No	30	SILO1, SILO3, SILO4
Group project and presentation 4-5 students per group. 1000-words per student.	N/A	Other	Group	No	30	SILO2, SILO3, SILO5, SILO6

Sydney, 2021, Summer, Blended

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment informationN/A

Subject Instance Co-ordinatorRachel 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	Central exam	Individual	No	40	SILO1, SILO2, SILO3, SILO5
Individual assessment Development of a brand health tracking survey (1500 word equivalent)	N/A	Assignment	Individual	No	30	SILO1, SILO3, SILO4
Group project and presentation 4-5 students per group. 1000-words per student.	N/A	Other	Group	No	30	SILO2, SILO3, SILO5, SILO6