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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: 4º

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.