Checking date: 11/04/2024

Course: 2024/2025

Bachelor in Management and Technology (Plan: 486 - Estudio: 351)


Department assigned to the subject: Business Administration Department

Type: Electives
ECTS Credits: 6.0 ECTS


Skills and learning outcomes
Description of contents: programme
1. eBrand concept, typologies 2. Functions of brands 3. Functional Attributes and Emotional Attributes 4. Brand Personality 5. Brand Identity 6. Personal Branding 7. Monitoring of perceptions and associations 8. Crisis Management of Brands online
Learning activities and methodology
AF1. THEORETICAL-PRACTICAL CLASSES. They will present the knowledge that students must acquire. These will receive the class notes and will have basic reference texts to facilitate the monitoring of classes and the development of subsequent work. Exercises and practical problems will be solved by the student and workshops and evaluation tests will be carried out to acquire the necessary skills. AF2. TUTORING. Individualized assistance (individual tutorials) or group assistance (collective tutorials) to students by the teacher. AF3. INDIVIDUAL OR GROUP WORK OF THE STUDENT. MD1. THEORY CLASS. Presentations in class by the teacher with the support of computer and audiovisual media, in which the main concepts of the subject are developed and the materials and bibliography are provided to complement the students' learning. MD2. PRACTICES. Resolution of practical cases, problems, etc. posed by the teacher individually or in groups. MD3. TUTORING. Individualized assistance (individual tutorials) or group assistance (collective tutorials) to students by the teacher. For 6-credit subjects, 4 hours will be dedicated with 100% in-person attendance.
Assessment System
  • % end-of-term-examination 40
  • % of continuous assessment (assigments, laboratory, practicals...) 60

Extraordinary call: regulations
Basic Bibliography
  • Dawn McGruer. Dynamic Digital Marketing: Master the World of Online and Social Media Marketing to Grow Your Business. Wiley. 2019
Additional Bibliography
  • Neil T. Bendle, Paul W. Farris, Phillip E. Pfeifer, and David J. Reibstein. . Marketing Metrics. PH Professional Business. PH Professional Business. 2010

The course syllabus may change due academic events or other reasons.