570101 Branding in the Digital World
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Subject handbook information prior to 2024 is available in the Archives.
Credit points: 6 cp
Result type: Grade and marks
Requisite(s): ((240700 Customer-Centric Marketing AND 240701 Consumer Insights) OR 240834 Marketing in the Age of Technology )
These requisites may not apply to students in certain courses.
There are course requisites for this subject. See access conditions.
Description
This subject focuses on brands in the digital space. It explores the principles of branding and how the online environment has shaped and impacted brand management due to the multiple touchpoints of the digital?customer journey. By the end of the session, students gain a better understanding of branding strategies in the digital environment.
Subject learning objectives (SLOs)
| a. | Critically analyse the evolution of contemporary branding |
|---|---|
| b. | Understand the relationship between digital platforms and brand management |
| c. | Identify opportunities and challenges for effective brand management across diverse media contexts |
| d. | Understand the implications of brand management in a digital environment compared with traditional environments |
Course intended learning outcomes (CILOs)
This subject engages with the following Course Intended Learning Outcomes (CILOs), which are tailored to the Graduate Attributes set for all graduates of the Faculty of Arts and Social Sciences:
- Evaluate relevance and contribution of advanced digital marketing techniques to analyse business issues and apply critical thinking and creativity to integrate the solutions in decision making (1.1)
- Communicate ideas, decisions and strategies clearly and apply interpersonal skills that are sensitive to diverse people, cultures and contexts (2.1)
- Critically evaluate and apply principles of ethical and social responsibility, sustainability, and cultural diversity, including knowledge of Indigenous values, to digital marketing practice (3.1)
- Critically evaluate relevance of advanced digital marketing techniques for contemporary business issues and apply critical thinking to integrate creative solutions in decision making (4.1)
Teaching and learning strategies
This subject is made up of six modules delivered online over six weeks (one module per week). Students work through each module at their own pace, with asynchronous interactive exercises attached to each module’s topic. Within each module, content will be delivered through a mixture of reading material, short videos, interactive and/or collaborative activities, discussion forums, and both essential and suggested readings. There are 3 online interactive synchronous activities, in weeks 1, 3 and 5.
Assessment
Assessment task 1: Brand Audit Report
| Objective(s): | a, b and d | ||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Weight: | 25% | ||||||||||||||||
| Length: | 800 words | ||||||||||||||||
| Criteria linkages: |
SLOs: subject learning objectives CILOs: course intended learning outcomes |
Assessment task 2: Brand Narrative Strategy Report
| Intent: | You will work to understand the role that different short and long term activities play in developing a brand narrative, and develop strategies to utilise the opportunities for brands that digital platforms can provide. | ||||||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Objective(s): | b, c and d | ||||||||||||||||||||
| Weight: | 35% | ||||||||||||||||||||
| Length: | Length: 1000 words Format: This should be written in report format. Ensure that the document you upload contains filename: Surname_Student number_Course number_Assessment 2. | ||||||||||||||||||||
| Criteria linkages: |
SLOs: subject learning objectives CILOs: course intended learning outcomes |
Assessment task 3: Critical Analysis
| Objective(s): | a, b and d | ||||||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Weight: | 40% | ||||||||||||||||
| Length: | 1200 words | ||||||||||||||||
| Criteria linkages: |
SLOs: subject learning objectives CILOs: course intended learning outcomes |