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Course: 2020/2021

E-Branding

(17671)

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

Coordinating teacher: LADO COUSTE, NORA RITA

Department assigned to the subject: Business Administration Department

Type: Electives

ECTS Credits: 6.0 ECTS

Course:

Semester:

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.
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 20
% of continuous assessment (assigments, laboratory, practicals...) 80

Basic Bibliography

Dawn McGruer. Dynamic Digital Marketing: Master the World of Online and Social Media Marketing to Grow Your Business. Wiley. 2019

Electronic Resources *

American Marketing Association · Books and Resources : https://ama.tradepub.com/category/marketing-channel-management/1125/

Additional Bibliography

Neil T. Bendle, Paul W. Farris, Phillip E. Pfeifer, and David J. Reibstein. . Marketing Metrics. PH Professional Business. PH Professional Business. 2010

(*) Access to some electronic resources may be restricted to members of the university community and require validation through Campus Global. If you try to connect from outside of the University you will need to set up a VPN

The course syllabus may change due academic events or other reasons.