Digital Branding and Retailing
UndergraduateLTU-MKT2BBM2023
Course information for 2023 intake View information for 2025 course intake
Enrolments for this course are closed, but you may have other options to start studying now. Book a consultation to learn more.
- Study method
- 100% online
- Assessments
- Subject may require attendance
- Entry requirements
- No ATAR needed, No prior study
- Duration
- 12 weeks
- Loan available
- HECS-HELP and FEE-HELP available
Digital Branding and Retailing
About this subject
- Differentiate the meaning of brands and products.
- Critically analyse the theories and frameworks underpinning branding and digital branding concepts.
- Analyse the components of a strong brand in a digital world.
- Design a brand health management system grounded in research and theory.
- Critique the opportunities and constraints of using digital marketing channels in brand management.
- Create and present (orally and in written form recommendations for the development of a new brand in a digital market.
- • Brand equity and consumer memory.
- • Building a strong brand.
- • Brand equity management in a multimedia, multi channel environment.
- • Retailer branding.
- • Brand architecture.
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.
- Individual assessment Development of a brand health tracking survey (1500 word equivalent). (30%)
- Group project and presentation 4-5 students per group. 1000-words per student. (30%)
- 2-hour final examination 2000 word equivalent. (40%)
For textbook details check your university's handbook, website or learning management system (LMS).
The third university established in Victoria, La Trobe University has a diverse community of more than 38,000 students and staff. Its commitment to excellence in teaching and research prepares students to make a bold and positive impact in today's global community. La Trobe provides Open Universities Australia with its core tenets, entrepreneurship and sustainability.
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- 15
Entry requirements
No entry requirements
Study load
- 0.125 EFTSL
- This is in the range of 10 to 12 hours of study each week.
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What to study next?
Once you’ve completed this subject it can be credited towards one of the following courses
UndergraduateLAT-BUS-DEG
Bachelor of Information Technology
UndergraduateLAT-TEC-DEG
UndergraduateLAT-ART-DEG
Bachelor of Psychological Science
UndergraduateLAT-PYS-DEG
UndergraduateLAT-CYS-DEG
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