Study Guide

Objective

The objective of the course is to provide students the opportunity to deepen their awareness and understanding of conceptual frameworks and best (managerial) practices in the field of Digital Brand Management.
The learning objectives for this course are to have students:
1. Understand the key concepts of digital brand management and the inter-relationship between paid, owned and earned media.
2. Describe the process and methods of digital brand management.
3. Apply branding principles and digital marketing communication concepts and frameworks to achieve brand management goals and improve marketing performance.
4. Critically evaluate different approaches in digital Brand Management

Content

Digital brand management course provides students with knowledge and skills to understand brand management principles and apply digital marketing communication strategies to build, manage and measure brand equity

Evaluation scale

H-5

Assessment criteria, satisfactory (1)

0. The student did not submit the course assignments or these assignments did not meet the minimal quality requirements presented in the class.
1 - 2. The student has delivered the assignments, which are prepared generally according to the defined requirements.
The student understands mostly correctly the subject matter concepts and can apply them. However, the digital brand management challenges and recommendations provided are rather general and not elaborated in detail.

Assessment criteria, good (3)

3 - 4. The student has delivered the assignments, which are prepared according to the requirements presented in the class. The student understands very well the subject matter concepts and can apply them correctly.
The student also understands well digital brand management and the key issues of the inter-relationship between paid, owned and earned media.
Additionally, the student can give useful development recommendations utilizing his/her knowledge and skills on the subject. The student has demonstrated active involvement to class discussions.

Assessment criteria, excellent (5)

The student has delivered the course assignments, and these are prepared according to the requirements presented in the class.
The student understands deeply the subject matter concepts and can apply them correctly.
The student also understands well and can analyze critically different factors in the digital brand management domain.
In addition, the student can propose ideas for the utilization of the above in any digital brand management context. The student has demonstrated active involvement and meaningful contributions to class discussions.