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
% 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.