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 astrong brand in an increasingly digital environment is an on-going challenge. In this subject, you will learn the fundamental principles and theories ofbranding 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-ordinatorMalliga Marimuthu

Available to Study Abroad StudentsYes

Subject year levelYear Level 2 - UG

Exchange StudentsYes

Subject particulars

Subject rules

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

Co-requisitesN/A

Incompatible subjects MKT2BBM

Equivalent subjects MKT2BBM

Special conditionsN/A

Readings

Resource TypeTitleResource RequirementAuthor and YearPublisher
ReadingsStrategic brand management: building measuring and managing brand equity and best practice casesRecommendedKeller, K.L. 2013Pearson
ReadingsDigital Branding and Retailing Learner ResourcePrescribedDidasko Digital, 2019Didasko Group

Graduate capabilities & intended learning outcomes

01. Recognize the meaning of brands and digital branding.

Activities:
Online forums, exercises and case studies
Related graduate capabilities and elements:
Literacies and Communication Skills (Writing,Speaking)
Literacies and Communication Skills (Writing,Speaking)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)

02. Apply the appropriate theories, frameworks and concepts related to brand management and digital brand management.

Activities:
Online readings, activities and oral/written assessment tasks
Related graduate capabilities and elements:
Literacies and Communication Skills (Writing,Speaking)
Literacies and Communication Skills (Writing,Speaking)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)

03. Analyse the positioning of a good, service, retail and/or digital brand.

Activities:
Online readings and related questions within forums, activities and excercises
Related graduate capabilities and elements:
Literacies and Communication Skills (Writing,Speaking)
Literacies and Communication Skills (Writing,Speaking)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)

04. Critique a good, service, retail and/or digital brand's use of brand elements.

Activities:
Online forums, exercises and oral/written assessment tasks
Related graduate capabilities and elements:
Literacies and Communication Skills (Writing,Speaking)
Literacies and Communication Skills (Writing,Speaking)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)

05. Perform a strategic brand audit and prescribe appropriate digital marketing strategies to build brand equity.

Activities:
Online forums, applied exercises/quizzes, case studies and assessment tasks
Related graduate capabilities and elements:
Literacies and Communication Skills (Writing,Speaking)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Personal and Professional Skills (Teamwork including leadership and working in groups)

06. Describe the main types of digital marketing channels and communications.

Activities:
Online forums facilitating critical enquiry and research
Related graduate capabilities and elements:
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Inquiry and Analytical Skills (Critical Thinking,Creative Problem-solving,Inquiry/Research)
Personal and Professional Skills (Teamwork including leadership and working in groups)

Subject options

Select to view your study options…

Start date between: and    Key dates

Online (Didasko), 2020, Study Block 11, Online

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorMalliga Marimuthu

Class requirements

Unscheduled Online Class Week: 45
One 3.0 hours unscheduled online class per week on any day including weekend during the day in week 45 and delivered via online.

Assessments

Assessment elementComments% 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 LMS40 01, 02, 06
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)25 02, 03, 04
Group Brand Analysis Project (equivalent to 750 words per student)Ideally 4-5 students per group. 750 words per student.20 05, 06
30-minute mid semester test (equivalent to 750 words)Mid semester test (multiple-choice)15 02, 03, 04

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

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorMalliga Marimuthu

Class requirements

Unscheduled Online Class Week: 23 - 34
One 3.0 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 elementComments% 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 LMS40 01, 02, 06
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)25 02, 03, 04
Group Brand Analysis Project (equivalent to 750 words per student)Ideally 4-5 students per group. 750 words per student.20 05, 06
30-minute mid semester test (equivalent to 750 words)Mid semester test (multiple-choice)15 02, 03, 04

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

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorMalliga Marimuthu

Class requirements

Unscheduled Online Class Week: 32 - 43
One 3.0 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 elementComments% 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 LMS40 01, 02, 06
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)25 02, 03, 04
Group Brand Analysis Project (equivalent to 750 words per student)Ideally 4-5 students per group. 750 words per student.20 05, 06
30-minute mid semester test (equivalent to 750 words)Mid semester test (multiple-choice)15 02, 03, 04

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

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorMalliga Marimuthu

Class requirements

Unscheduled Online Class Week: 41 - 52
One 3.0 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 elementComments% 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 LMS40 01, 02, 06
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)25 02, 03, 04
Group Brand Analysis Project (equivalent to 750 words per student)Ideally 4-5 students per group. 750 words per student.20 05, 06
30-minute mid semester test (equivalent to 750 words)Mid semester test (multiple-choice)15 02, 03, 04

Online (Didasko), 2020, Study Block 12, Online

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorMalliga Marimuthu

Class requirements

Unscheduled Online Class Week: 50
One 3.0 hours unscheduled online class per week on any day including weekend during the day in week 50 and delivered via online.

Assessments

Assessment elementComments% 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 LMS40 01, 02, 06
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)25 02, 03, 04
Group Brand Analysis Project (equivalent to 750 words per student)Ideally 4-5 students per group. 750 words per student.20 05, 06
30-minute mid semester test (equivalent to 750 words)Mid semester test (multiple-choice)15 02, 03, 04

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

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorMalliga Marimuthu

Class requirements

Unscheduled Online Class Week: 02 - 13
One 3.0 hours unscheduled online class per week on weekdays during the day from week 02 to week 13 and delivered via online.

Assessments

Assessment elementComments% 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 LMS40 01, 02, 06
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)25 02, 03, 04
Group Brand Analysis Project (equivalent to 750 words per student)Ideally 4-5 students per group. 750 words per student.20 05, 06
30-minute mid semester test (equivalent to 750 words)Mid semester test (multiple-choice)15 02, 03, 04

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

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorMalliga Marimuthu

Class requirements

Unscheduled Online Class Week: 15 - 26
One 3.0 days unscheduled online class per week on weekdays during the day from week 15 to week 26 and delivered via online.

Assessments

Assessment elementComments% 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 LMS40 01, 02, 06
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)25 02, 03, 04
Group Brand Analysis Project (equivalent to 750 words per student)Ideally 4-5 students per group. 750 words per student.20 05, 06
30-minute mid semester test (equivalent to 750 words)Mid semester test (multiple-choice)15 02, 03, 04