Checking date: 21/07/2020

Course: 2020/2021

Study: Bachelor in Management and Technology (351)

Coordinating teacher: LADO COUSTE, NORA RITA

Department assigned to the subject: Department of Business Administration

Type: Electives
ECTS Credits: 6.0 ECTS


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
  • % 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
Recursos electrónicosElectronic Resources *
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 and the academic weekly planning may change due academic events or other reasons.