DIGITAL BRANDING AND RETAILING

MKT2BBX

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-ordinatorMalliga Marimuthu

Available to Study Abroad/Exchange StudentsYes

Subject year levelYear Level 2 - UG

Available as ElectiveNo

Learning ActivitiesOnline readings, activities and oral/written assessment tasks, case studies, online forums facilitating critical enquiry and research

Capstone subjectNo

Subject particulars

Subject rules

Prerequisites Student must be enrolled in one of the following courses: LBAB or LBABML or BABK or LDAB or AAB or SBAIO or SAAIOS or DAIO

Co-requisitesN/A

Incompatible subjectsMKT2BBM

Equivalent subjectsMKT2BBM

Quota Management StrategyN/A

Quota-conditions or rulesN/A

Special conditionsN/A

Minimum credit point requirementN/A

Assumed knowledgeN/A

Readings

Digital Branding and Retailing Learner Resource

Resource TypePrescribed

Resource RequirementN/A

AuthorDidasko Digital

Year2020

Edition/VolumeN/A

PublisherDidasko Group

ISBNN/A

Chapter/article titleN/A

Chapter/issueN/A

URLN/A

Other descriptionN/A

Source locationN/A

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

Resource TypeRecommended

Resource RequirementN/A

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

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…

Start date between: and    Key dates

Online (Didasko), 2021, Study block 1, Online

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorMalliga Marimuthu

Class requirements

Unscheduled Online ClassWeek: 2 - 13
One 3.00 h unscheduled online class per week on weekdays during the day from week 2 to week 13 and delivered via online.

Assessments

Assessment elementCommentsCategoryContributionHurdle% 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 LMS

N/AOther written examIndividualNo40 SILO1, SILO2, SILO3, SILO5

Individual, oral presentation of case study supported by 1,000 word report Individual 5-min oral presentation (15%) and 750 words report (10%). (Total 1,000 words per student equivalent)

N/AOtherIndividualNo25 SILO1, SILO3, SILO4

Group Brand Analysis Project (equivalent to 750 words per student) Ideally 4-5 students per group. 750 words per student.

N/AOtherGroupNo20 SILO2, SILO3, SILO5, SILO6

30-minute mid semester test (equivalent to 750 words) Mid semester test (multiple-choice)

N/AOther written examIndividualNo15 SILO2, SILO3, SILO4

Online (Didasko), 2021, Study block 10, Online

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorMalliga Marimuthu

Class requirements

Unscheduled Online ClassWeek: 41 - 52
One 3.00 h 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 elementCommentsCategoryContributionHurdle% 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 LMS

N/AOther written examIndividualNo40 SILO1, SILO2, SILO3, SILO5

Individual, oral presentation of case study supported by 1,000 word report Individual 5-min oral presentation (15%) and 750 words report (10%). (Total 1,000 words per student equivalent)

N/AOtherIndividualNo25 SILO1, SILO3, SILO4

Group Brand Analysis Project (equivalent to 750 words per student) Ideally 4-5 students per group. 750 words per student.

N/AOtherGroupNo20 SILO2, SILO3, SILO5, SILO6

30-minute mid semester test (equivalent to 750 words) Mid semester test (multiple-choice)

N/AOther written examIndividualNo15 SILO2, SILO3, SILO4

Online (Didasko), 2021, Study block 11, Online

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorMalliga Marimuthu

Class requirements

Unscheduled Online ClassWeek: 45 - 0
One 3.00 h unscheduled online class per week on any day including weekend during the day from week 45 to week 0 and delivered via online.

Assessments

Assessment elementCommentsCategoryContributionHurdle% 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 LMS

N/AOther written examIndividualNo40 SILO1, SILO2, SILO3, SILO5

Individual, oral presentation of case study supported by 1,000 word report Individual 5-min oral presentation (15%) and 750 words report (10%). (Total 1,000 words per student equivalent)

N/AOtherIndividualNo25 SILO1, SILO3, SILO4

Group Brand Analysis Project (equivalent to 750 words per student) Ideally 4-5 students per group. 750 words per student.

N/AOtherGroupNo20 SILO2, SILO3, SILO5, SILO6

30-minute mid semester test (equivalent to 750 words) Mid semester test (multiple-choice)

N/AOther written examIndividualNo15 SILO2, SILO3, SILO4

Online (Didasko), 2021, Study block 12, Online

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorMalliga Marimuthu

Class requirements

Unscheduled Online ClassWeek: 50 - 0
One 3.00 h unscheduled online class per week on any day including weekend during the day from week 50 to week 0 and delivered via online.

Assessments

Assessment elementCommentsCategoryContributionHurdle% 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 LMS

N/AOther written examIndividualNo40 SILO1, SILO2, SILO3, SILO5

Individual, oral presentation of case study supported by 1,000 word report Individual 5-min oral presentation (15%) and 750 words report (10%). (Total 1,000 words per student equivalent)

N/AOtherIndividualNo25 SILO1, SILO3, SILO4

Group Brand Analysis Project (equivalent to 750 words per student) Ideally 4-5 students per group. 750 words per student.

N/AOtherGroupNo20 SILO2, SILO3, SILO5, SILO6

30-minute mid semester test (equivalent to 750 words) Mid semester test (multiple-choice)

N/AOther written examIndividualNo15 SILO2, SILO3, SILO4

Online (Didasko), 2021, Study block 2, Online

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorMalliga Marimuthu

Class requirements

Unscheduled Online ClassWeek: 6 - 17
One 3.00 h unscheduled online class per week on any day including weekend during the day from week 6 to week 17 and delivered via online.

Assessments

Assessment elementCommentsCategoryContributionHurdle% 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 LMS

N/AOther written examIndividualNo40 SILO1, SILO2, SILO3, SILO5

Individual, oral presentation of case study supported by 1,000 word report Individual 5-min oral presentation (15%) and 750 words report (10%). (Total 1,000 words per student equivalent)

N/AOtherIndividualNo25 SILO1, SILO3, SILO4

Group Brand Analysis Project (equivalent to 750 words per student) Ideally 4-5 students per group. 750 words per student.

N/AOtherGroupNo20 SILO2, SILO3, SILO5, SILO6

30-minute mid semester test (equivalent to 750 words) Mid semester test (multiple-choice)

N/AOther written examIndividualNo15 SILO2, SILO3, SILO4

Online (Didasko), 2021, Study block 3, Online

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorMalliga Marimuthu

Class requirements

Unscheduled Online ClassWeek: 10 - 21
One 3.00 h unscheduled online class per week on any day including weekend during the day from week 10 to week 21 and delivered via online.

Assessments

Assessment elementCommentsCategoryContributionHurdle% 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 LMS

N/AOther written examIndividualNo40 SILO1, SILO2, SILO3, SILO5

Individual, oral presentation of case study supported by 1,000 word report Individual 5-min oral presentation (15%) and 750 words report (10%). (Total 1,000 words per student equivalent)

N/AOtherIndividualNo25 SILO1, SILO3, SILO4

Group Brand Analysis Project (equivalent to 750 words per student) Ideally 4-5 students per group. 750 words per student.

N/AOtherGroupNo20 SILO2, SILO3, SILO5, SILO6

30-minute mid semester test (equivalent to 750 words) Mid semester test (multiple-choice)

N/AOther written examIndividualNo15 SILO2, SILO3, SILO4

Online (Didasko), 2021, Study block 4, Online

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorMalliga Marimuthu

Class requirements

Unscheduled Online ClassWeek: 15 - 26
One 3.00 d unscheduled online class per week on weekdays during the day from week 15 to week 26 and delivered via online.

Assessments

Assessment elementCommentsCategoryContributionHurdle% 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 LMS

N/AOther written examIndividualNo40 SILO1, SILO2, SILO3, SILO5

Individual, oral presentation of case study supported by 1,000 word report Individual 5-min oral presentation (15%) and 750 words report (10%). (Total 1,000 words per student equivalent)

N/AOtherIndividualNo25 SILO1, SILO3, SILO4

Group Brand Analysis Project (equivalent to 750 words per student) Ideally 4-5 students per group. 750 words per student.

N/AOtherGroupNo20 SILO2, SILO3, SILO5, SILO6

30-minute mid semester test (equivalent to 750 words) Mid semester test (multiple-choice)

N/AOther written examIndividualNo15 SILO2, SILO3, SILO4

Online (Didasko), 2021, Study block 5, Online

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorMalliga Marimuthu

Class requirements

Unscheduled Online ClassWeek: 19 - 30
One 3.00 h unscheduled online class per week on any day including weekend during the day from week 19 to week 30 and delivered via online.

Assessments

Assessment elementCommentsCategoryContributionHurdle% 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 LMS

N/AOther written examIndividualNo40 SILO1, SILO2, SILO3, SILO5

Individual, oral presentation of case study supported by 1,000 word report Individual 5-min oral presentation (15%) and 750 words report (10%). (Total 1,000 words per student equivalent)

N/AOtherIndividualNo25 SILO1, SILO3, SILO4

Group Brand Analysis Project (equivalent to 750 words per student) Ideally 4-5 students per group. 750 words per student.

N/AOtherGroupNo20 SILO2, SILO3, SILO5, SILO6

30-minute mid semester test (equivalent to 750 words) Mid semester test (multiple-choice)

N/AOther written examIndividualNo15 SILO2, SILO3, SILO4

Online (Didasko), 2021, Study block 6, Online

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorMalliga Marimuthu

Class requirements

Unscheduled Online ClassWeek: 24 - 35
One 3.00 h unscheduled online class per week on any day including weekend during the day from week 24 to week 35 and delivered via online.

Assessments

Assessment elementCommentsCategoryContributionHurdle% 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 LMS

N/AOther written examIndividualNo40 SILO1, SILO2, SILO3, SILO5

Individual, oral presentation of case study supported by 1,000 word report Individual 5-min oral presentation (15%) and 750 words report (10%). (Total 1,000 words per student equivalent)

N/AOtherIndividualNo25 SILO1, SILO3, SILO4

Group Brand Analysis Project (equivalent to 750 words per student) Ideally 4-5 students per group. 750 words per student.

N/AOtherGroupNo20 SILO2, SILO3, SILO5, SILO6

30-minute mid semester test (equivalent to 750 words) Mid semester test (multiple-choice)

N/AOther written examIndividualNo15 SILO2, SILO3, SILO4

Online (Didasko), 2021, Study block 7, Online

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorMalliga Marimuthu

Class requirements

Unscheduled Online ClassWeek: 28 - 39
One 3.00 h unscheduled online class per week on any day including weekend during the day from week 28 to week 39 and delivered via online.

Assessments

Assessment elementCommentsCategoryContributionHurdle% 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 LMS

N/AOther written examIndividualNo40 SILO1, SILO2, SILO3, SILO5

Individual, oral presentation of case study supported by 1,000 word report Individual 5-min oral presentation (15%) and 750 words report (10%). (Total 1,000 words per student equivalent)

N/AOtherIndividualNo25 SILO1, SILO3, SILO4

Group Brand Analysis Project (equivalent to 750 words per student) Ideally 4-5 students per group. 750 words per student.

N/AOtherGroupNo20 SILO2, SILO3, SILO5, SILO6

30-minute mid semester test (equivalent to 750 words) Mid semester test (multiple-choice)

N/AOther written examIndividualNo15 SILO2, SILO3, SILO4

Online (Didasko), 2021, Study block 8, Online

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorMalliga Marimuthu

Class requirements

Unscheduled Online ClassWeek: 32 - 43
One 3.00 h 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 elementCommentsCategoryContributionHurdle% 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 LMS

N/AOther written examIndividualNo40 SILO1, SILO2, SILO3, SILO5

Individual, oral presentation of case study supported by 1,000 word report Individual 5-min oral presentation (15%) and 750 words report (10%). (Total 1,000 words per student equivalent)

N/AOtherIndividualNo25 SILO1, SILO3, SILO4

Group Brand Analysis Project (equivalent to 750 words per student) Ideally 4-5 students per group. 750 words per student.

N/AOtherGroupNo20 SILO2, SILO3, SILO5, SILO6

30-minute mid semester test (equivalent to 750 words) Mid semester test (multiple-choice)

N/AOther written examIndividualNo15 SILO2, SILO3, SILO4

Online (Didasko), 2021, Study block 9, Online

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Subject Instance Co-ordinatorMalliga Marimuthu

Class requirements

Unscheduled Online ClassWeek: 37 - 48
One 3.00 h unscheduled online class per week on any day including weekend during the day from week 37 to week 48 and delivered via online.

Assessments

Assessment elementCommentsCategoryContributionHurdle% 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 LMS

N/AOther written examIndividualNo40 SILO1, SILO2, SILO3, SILO5

Individual, oral presentation of case study supported by 1,000 word report Individual 5-min oral presentation (15%) and 750 words report (10%). (Total 1,000 words per student equivalent)

N/AOtherIndividualNo25 SILO1, SILO3, SILO4

Group Brand Analysis Project (equivalent to 750 words per student) Ideally 4-5 students per group. 750 words per student.

N/AOtherGroupNo20 SILO2, SILO3, SILO5, SILO6

30-minute mid semester test (equivalent to 750 words) Mid semester test (multiple-choice)

N/AOther written examIndividualNo15 SILO2, SILO3, SILO4