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Course: 2024/2025

E-Branding

(17671)

Bachelor in Management and Technology (2020 Study Plan) (Plan: 393 - Estudio: 351)

Coordinating teacher: DE VRIES , ELINE LOUISE ELISABETH

Department assigned to the subject: Business Administration Department

Type: Electives

ECTS Credits: 6.0 ECTS

Course:

Semester:

Skills and learning outcomes

Link to document

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

SE1. FINAL EXAM. In which the knowledge and  the skills a acquired throughout the course will be the global grading.
Minimum required grade on the final exam to pass the course: 4.0

SE2. CONTINUOUS ASSESSMENT. In it, the works, presentations, performance in debates, class presentations, exercises, practices and homework  throughout the course will be evaluated

Extraordinary call:
Students who do not pass the subject in the ordinary call will have an extraordinary call to pass:
1. If the student followed the continuous evaluation: the qualification will be the one established in the subject program of the ordinary call. However, the student will have the right to be qualified only with the grade obtained in the final exam if this is more favourable.
2. If the student did not follow the continuous evaluation: the grade will be the one obtained in the final exam. However, the teacher may authorize the delivery of the continuous assessment exercises in the extraordinary call, evaluating in such a case in the same way as in the ordinary call.

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.