Analuze and design digital brand strategies
Analyze the impact of these strategies with the appropriate indicators (KPI's)
Learn how to perform brand monitoring in digital environments
To know the concept and the bases for implementing the digital monitoring of the reputation and brands
Learn about reputational crisis management strategies
Description of contents: programme
Branding and its dimensions
Brand Identity and Brand Personality
Brand analysis in the digital environment
Analysis of the impact of brand digital strategies and control.
Identification of appropriate performance indicators (KPI's)
Brand monitoring in digital environments
Social media monitoring and tools
Reputational crisis management strategies
Learning activities and methodology
Lectures and practical classes
Assessment System
% end-of-term-examination 50
% of continuous assessment (assigments, laboratory, practicals...) 50
Basic Bibliography
Andy Beal, Judy Strauss . Radically Transparent: Monitoring and Managing Reputations Online. Wiley. 2008
Andy Stalman. Brand off on: El Branding del futuro. EDICIONES GESTION 2000. 2014
KEVIN LANE KELLER . Branding, Administración estratégica de Marca. PRENTICE HALL MEXICO. 2008
Rowles, Daniel . Digital branding a complete step-by-step guide to strategy, tectics and measurement. KOgan Page. 2008
Additional Bibliography
Andy Beal. Repped: 30 Days to a Better Online Reputation. Andy Beal/Marketing Pilgrim. 2014
The course syllabus and the academic weekly planning may change due academic events or other reasons.
