Course Title: Manage retail brands online

Part B: Course Detail

Teaching Period: Term2 2011

Course Code: BUSM6323C

Course Title: Manage retail brands online

School: 350T Fashion & Textiles

Campus: Brunswick Campus

Program: C6086 - Advanced Diploma of Fashion and Textiles Merchandising

Course Contact : robyn lyons

Course Contact Phone: +61 3 99259118

Course Contact

Name and Contact Details of All Other Relevant Staff

Nominal Hours: 50

Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

Pre-requisites and Co-requisites

nil Nil

Course Description

To successfully complete this unit participants will learn the concepts,skills and knowledge to be able to Manage retail brands online.

This unit requires the team member to assess brand value and predict market trends to develop realistic plans for achieving online brand positioning and apply monitoring processes and mechanisms to review and improve brand protection and value over time.

Two key elements you will learn;
1.Manage retail brands online
2.Enhance online brand value

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

SIRXEBS002A Manage retail brands online


1. Manage retail brands online

Performance Criteria:

1.1 Establish strategic fit of brand online features with
business purpose.
1.2 Integrate online and other brand management strategies.
1.3 Determine online consumer attitudes to brand.
1.4 Determine comparative advantage of brand over
competitors in an online environment
1.5 Determine methods to communicate the brand in an
online form.
1.6 Structure brand online presence for optimal results.
1.7 Assess online mechanisms and channels for impact on
1.8 Determine additional brand features created by an online
1.9 Determine brand value.
1.10 Set indicators for measuring ongoing brand value and


2. Enhance online brand value

Performance Criteria:

2.1 Collect diagnostic data to support the management of
brand loyalty and customer behaviour.
2.2 Integrate online brand management with advertising and
promotional activities.
2.3 Determine legal requirements for brand ownership and
protection in the online environment.
2.4 Protect intellectual property associated with brand across
all online jurisdictions.
2.5 Identify international jurisdictions and provisions that
limit brand protection.
2.6 Ensure joint branding agreements with other
organisations comply with brand protection protocols.
2.7 Extend brand value through online deployment strategies.

Learning Outcomes

This unit requires the team member to assess brand value and predict market trends to develop realistic plans for achieving online brand positioning and apply monitoring processes and mechanisms to review and improve brand protection and value over time.

Details of Learning Activities

a. Lecture
b. Case Study
c. Break
d. Guest Lecturer
e. Discussion / Resources
f. Online activities

Teaching Schedule

week               Lecture Date                                                                                                        Lecture                                                                                                                                                                                        Tutorial                                                                                          Date
1                       July 8, 2011                                                                     What is Online Fashion Branding? General principals. How fashion differs from other industries.                                                  Course Overview Project Brief                                                            w/c 4 July
2                      July 15, 2011                                                                           Managing Retail Brands online                                                                                                                                                                 Review of 3 Australian retail brands                                                  w/c 11 July
3                      July 22, 2011                                                                             Social Media Intergration                                                                                                                                                                              Social Media Marketing                                                                     w/c 18 July
4                      July 29, 2011                                                                              Getting Found Online.                                                                                                                                                                              SEO SEM Online Marketing strategies for search                           w/c 1 August
5                     August 5, 2011                                                                          The role of the fashion blogger Fashion Blogs/                                                                                                                                                 Blogging ethics etc                                                                   w/c 8 August
6                     August 12, 2011                                                                                      Understanding Analytics                                                                                                                                                            Understand and define key metrics for your brand                           w/c 15 August
7                     August 19, 2011                                                                                               Email Marketing                                                                                                                                                             Create an email marketing communication for your brand                  w/c 22 August
8                     August 26, 2011                                                                                  Case Study- Net a Porter/ ASOS/ ShopBop                                                                                                                                                   Clicks not bricks                                                                   w/c August 29
9                     September 2, 2011                                                                                                  Quizo                                                                                                                                                                                           Spring Fashion Week                                                                w/c 5 September
10                  September 9, 2011                                                                                               UX Design                                                                                                                                                                                   Designing for ecommerce                                                          w/c 12 September
11                  September 16, 2011                                                                  Mobile/ Portable Devices and the Fashion Industry                                                                                                                                          Mobile App functionality                                                            w/c 19 September
12                  September 23, 2011                                                                                             Holidays                                                                                                                                                                                                                                                                                                w/c 26 September
13                  September 30, 2011                                                                                             Holidays                                                                                                                                                                                                                                                                                                 w/c 3 October
14                  October 14, 2011                                                                                   Reputation Management for Brands                                                                                                                                                                Reputation Management                                                   w/c 10 October
15                  October 21, 2011                                                                                     Intergrating online and offline marketing activities                                                                                                                                          Marketing calendars                                                        w/c 17 October
16                  October 28, 2011                                                                                               Review/ Questions and Answers Assisgnment Feedback w/c 24 October
17                  November 4, 2011                                                                                                             Final Assignment submitted                                                                                                                                                              No Tutorials                                                              w/c 31 October

Learning Resources

Prescribed Texts


Other Resources

Overview of Assessment

A range of assessment methods are used to assess practical skills and knowledge. 

•observation of performance in the workplace

•a role play

•a detailed case study

•third-party reports from a supervisor

•customer feedback

•written or verbal questioning to assess knowledge and understanding

•review of portfolios of evidence and third-party workplace reports of on-the-job performance.

Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended.

Assessment Tasks

Assessment 1 – Quizo – 40% - Individual
Assessing your understanding of commonly used terms and online language using Multiple choice, short answer and visual examples.

Assessment 2 – Case Study Report – 60% - Group
Choose between 3-4 brands given to you from both local and international options and compile a case study report assessing the current branding position of the online business and its potential.

Assessment Matrix

Course Overview: Access Course Overview