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
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
Intended Learning Outcomes
Subject options
Select to view your study options…
Albury-Wodonga, 2021, Semester 1, Blended
Overview
Online enrolmentYes
Maximum enrolment sizeN/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 | Category | Contribution | Hurdle | % | ILO* |
---|---|---|---|---|---|
2-hour final examination 2000 word equivalent | Central exam | Individual | No | 40 | SILO1, SILO2, SILO3, SILO5 |
Individual assessment Development of a brand health tracking survey (1500 word equivalent) | Assignment | Individual | No | 30 | SILO1, SILO3, SILO4 |
Group project and presentation 4-5 students per group. 1000-words per student. | Other | Group | No | 30 | SILO2, SILO3, SILO5, SILO6 |
Bendigo, 2021, Semester 1, Blended
Overview
Online enrolmentYes
Maximum enrolment sizeN/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 | Category | Contribution | Hurdle | % | ILO* |
---|---|---|---|---|---|
2-hour final examination 2000 word equivalent | Central exam | Individual | No | 40 | SILO1, SILO2, SILO3, SILO5 |
Individual assessment Development of a brand health tracking survey (1500 word equivalent) | Assignment | Individual | No | 30 | SILO1, SILO3, SILO4 |
Group project and presentation 4-5 students per group. 1000-words per student. | Other | Group | No | 30 | SILO2, SILO3, SILO5, SILO6 |
Mildura, 2021, Semester 1, Blended
Overview
Online enrolmentYes
Maximum enrolment sizeN/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 | Category | Contribution | Hurdle | % | ILO* |
---|---|---|---|---|---|
2-hour final examination 2000 word equivalent | Central exam | Individual | No | 40 | SILO1, SILO2, SILO3, SILO5 |
Individual assessment Development of a brand health tracking survey (1500 word equivalent) | Assignment | Individual | No | 30 | SILO1, SILO3, SILO4 |
Group project and presentation 4-5 students per group. 1000-words per student. | Other | Group | No | 30 | SILO2, SILO3, SILO5, SILO6 |
Shepparton, 2021, Semester 1, Blended
Overview
Online enrolmentYes
Maximum enrolment sizeN/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 | Category | Contribution | Hurdle | % | ILO* |
---|---|---|---|---|---|
2-hour final examination 2000 word equivalent | Central exam | Individual | No | 40 | SILO1, SILO2, SILO3, SILO5 |
Individual assessment Development of a brand health tracking survey (1500 word equivalent) | Assignment | Individual | No | 30 | SILO1, SILO3, SILO4 |
Group project and presentation 4-5 students per group. 1000-words per student. | Other | Group | No | 30 | SILO2, SILO3, SILO5, SILO6 |
Melbourne (Bundoora), 2021, Semester 2, Blended
Overview
Online enrolmentYes
Maximum enrolment sizeN/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 | Category | Contribution | Hurdle | % | ILO* |
---|---|---|---|---|---|
2-hour final examination 2000 word equivalent | Central exam | Individual | No | 40 | SILO1, SILO2, SILO3, SILO5 |
Individual assessment Development of a brand health tracking survey (1500 word equivalent) | Assignment | Individual | No | 30 | SILO1, SILO3, SILO4 |
Group project and presentation 4-5 students per group. 1000-words per student. | Other | Group | No | 30 | SILO2, SILO3, SILO5, SILO6 |
Sydney, 2021, Semester 2, Blended
Overview
Online enrolmentYes
Maximum enrolment sizeN/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 | Category | Contribution | Hurdle | % | ILO* |
---|---|---|---|---|---|
2-hour final examination 2000 word equivalent | Central exam | Individual | No | 40 | SILO1, SILO2, SILO3, SILO5 |
Individual assessment Development of a brand health tracking survey (1500 word equivalent) | Assignment | Individual | No | 30 | SILO1, SILO3, SILO4 |
Group project and presentation 4-5 students per group. 1000-words per student. | Other | Group | No | 30 | SILO2, SILO3, SILO5, SILO6 |
Vietnam (Hanoi University), 2021, Semester 2, Blended
Overview
Online enrolmentNo
Maximum enrolment sizeN/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 | Category | Contribution | Hurdle | % | ILO* |
---|---|---|---|---|---|
2-hour final examination 2000 word equivalent | Central exam | Individual | No | 40 | SILO1, SILO2, SILO3, SILO5 |
Individual assessment Development of a brand health tracking survey (1500 word equivalent) | Assignment | Individual | No | 30 | SILO1, SILO3, SILO4 |
Group project and presentation 4-5 students per group. 1000-words per student. | Other | Group | No | 30 | SILO2, SILO3, SILO5, SILO6 |
Sydney, 2021, Summer, Blended
Overview
Online enrolmentYes
Maximum enrolment sizeN/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 | Category | Contribution | Hurdle | % | ILO* |
---|---|---|---|---|---|
2-hour final examination 2000 word equivalent | Central exam | Individual | No | 40 | SILO1, SILO2, SILO3, SILO5 |
Individual assessment Development of a brand health tracking survey (1500 word equivalent) | Assignment | Individual | No | 30 | SILO1, SILO3, SILO4 |
Group project and presentation 4-5 students per group. 1000-words per student. | Other | Group | No | 30 | SILO2, SILO3, SILO5, SILO6 |