Brand Strategies and Digital Campaigns (5 cr)

Evaluation scale

0 - 5

Objective

The course develops a deeper understanding of Brand Strategies and Digital Marketing from both a theoretical and a practical perspective.

Students will enhance and develop their skills in planning, analyzing, developing and managing key marketing mix element strategies for in-depth knowledge of brand strategies and management as well as managing digital campaigns.

Content

Brand management, brand identity, brand promise, brand equity and the brand building process and models.

Current trends, megatrends and best practises in digital marketing. Brand-creation and brand-building. Developing successful digital campaigns Measuring success and learning how to leverage data and how to measure the success of digital campaigns in terms of brand awareness, association, engagement and ROI.

Assessment criteria, satisfactory (1)

Students demonstrate a basic understanding of the concepts introduced in the course and have the basic ability to apply and implement the concepts learned. Have the ability to provide a basic description of the concept and / or key elements of the key concepts taught in the course.

Assessment criteria, good (3)

Students use the right basic concepts consistently and provide the terminology and key elements of the concepts taught. Students have the ability to provide a good description and the key elements of the concepts and to justify and reason the choice and application of specific concepts.

Assessment criteria, excellent (5)

Students use the right basic concepts extensively and in a variety of ways and provide an excellent description of the concept and / or key elements of the key concepts taught in the course.Students have the ability to apply concepts and knowledge gained from prior courses in practice / given assignments / in objectives independently and pro-actively.

Qualifications

Introduction to Marketing