Checking date: 09/05/2018


Course: 2018/2019

Brand and on line reputation management
(17479)
Study: Bachelor in Management of Information and Digital Contents (340)


Coordinating teacher: LADO COUSTE, NORA RITA

Department assigned to the subject: Department of Business Administration

Type: Electives
ECTS Credits: 6.0 ECTS

Course:
Semester:




Competences and skills that will be acquired and learning results. Further information on this link
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.