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Course: 2022/2023

Brand and on line reputation management

(17479)

Study: Bachelor in Management of Information and Digital Contents (340)

Coordinating teacher: DE VRIES , ELINE LOUISE ELISABETH

Department assigned to the subject: Department of Business Administration

Type: Electives

ECTS Credits: 6.0 ECTS

Course: 4º

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. Monitoring of perceptions and associations 7. Crisis Management of Brands online

Assessment System

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

% end-of-term-examination 40
% of continuous assessment (assigments, laboratory, practicals...) 60

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.