mkt2bbx digital branding and retailing
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 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 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 (Pre 2022)
Credit points15
Subject Co-ordinatorMalliga Marimuthu
Available to Study Abroad/Exchange StudentsYes
Subject year levelYear Level 2 - UG
Available as ElectiveNo
Learning ActivitiesN/A
Capstone subjectNo
Subject particulars
Subject rules
Prerequisites Student must be enrolled in one of the following courses: LBAB, LBABM, LBABK, LDAB, LAAB
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
Learning resources
Strategic brand management: building measuring and managing brand equity and best practice cases
Resource TypeBook
Resource RequirementRecommended
AuthorKeller, K.L.
Year2013
Edition/VolumeN/A
PublisherPearson
ISBNN/A
Chapter/article titleN/A
Chapter/issueN/A
URLN/A
Other descriptionN/A
Source locationN/A
Digital Branding and Retailing Learner Resource
Resource TypeBook
Resource RequirementPrescribed
AuthorDidasko Digital
Year2019
Edition/VolumeN/A
PublisherDidasko Group
ISBNN/A
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…
Online (Didasko), 2020, 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 hours unscheduled online class per week on weekdays during the day from week 2 to week 13 and delivered via online.
Assessments
| Assessment element | Category | Contribution | Hurdle | % | 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/A | N/A | No | 40 | SILO1, SILO2, SILO6 |
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) | N/A | N/A | No | 25 | SILO2, SILO3, SILO4 |
Group Brand Analysis Project (equivalent to 750 words per student)Ideally 4-5 students per group. 750 words per student. | N/A | N/A | No | 20 | SILO5, SILO6 |
30-minute mid semester test (equivalent to 750 words)Mid semester test (multiple-choice) | N/A | N/A | No | 15 | SILO2, SILO3, SILO4 |
Online (Didasko), 2020, 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 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 element | Category | Contribution | Hurdle | % | 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/A | N/A | No | 40 | SILO1, SILO2, SILO6 |
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) | N/A | N/A | No | 25 | SILO2, SILO3, SILO4 |
Group Brand Analysis Project (equivalent to 750 words per student)Ideally 4-5 students per group. 750 words per student. | N/A | N/A | No | 20 | SILO5, SILO6 |
30-minute mid semester test (equivalent to 750 words)Mid semester test (multiple-choice) | N/A | N/A | No | 15 | SILO2, SILO3, SILO4 |
Online (Didasko), 2020, 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 days unscheduled online class per week on weekdays during the day from week 15 to week 26 and delivered via online.
Assessments
| Assessment element | Category | Contribution | Hurdle | % | 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/A | N/A | No | 40 | SILO1, SILO2, SILO6 |
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) | N/A | N/A | No | 25 | SILO2, SILO3, SILO4 |
Group Brand Analysis Project (equivalent to 750 words per student)Ideally 4-5 students per group. 750 words per student. | N/A | N/A | No | 20 | SILO5, SILO6 |
30-minute mid semester test (equivalent to 750 words)Mid semester test (multiple-choice) | N/A | N/A | No | 15 | SILO2, SILO3, SILO4 |
Online (Didasko), 2020, Study block 6, Online
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Subject Instance Co-ordinatorMalliga Marimuthu
Class requirements
Unscheduled Online ClassWeek: 23 - 34
One 3.00 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 element | Category | Contribution | Hurdle | % | 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/A | N/A | No | 40 | SILO1, SILO2, SILO6 |
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) | N/A | N/A | No | 25 | SILO2, SILO3, SILO4 |
Group Brand Analysis Project (equivalent to 750 words per student)Ideally 4-5 students per group. 750 words per student. | N/A | N/A | No | 20 | SILO5, SILO6 |
30-minute mid semester test (equivalent to 750 words)Mid semester test (multiple-choice) | N/A | N/A | No | 15 | SILO2, SILO3, SILO4 |
Online (Didasko), 2020, 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 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 element | Category | Contribution | Hurdle | % | 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/A | N/A | No | 40 | SILO1, SILO2, SILO6 |
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) | N/A | N/A | No | 25 | SILO2, SILO3, SILO4 |
Group Brand Analysis Project (equivalent to 750 words per student)Ideally 4-5 students per group. 750 words per student. | N/A | N/A | No | 20 | SILO5, SILO6 |
30-minute mid semester test (equivalent to 750 words)Mid semester test (multiple-choice) | N/A | N/A | No | 15 | SILO2, SILO3, SILO4 |