Digital Brand Management (5cr)

Evaluation scale

H-5

Objective

The objective of the course is to provide students with the basic knowledge and understanding of digital brand management in a business context. The learning objectives for this course are to have students: gain an understanding of the key concepts and theories in the field of brand management, analyze branding strategies and practices in digital channels and platforms and critically evaluate different approaches in brand management.

Main competences on the course: proactive development, operating in a workplace

Content

- Approaches to brand management
- Brand co-creation in digital contexts
- Branding strategies and practices

Assessment criteria, satisfactory (1)

1-2: The student
- is able to recognize and define the basic concepts and principles of brand management.
- is able to analyze branding strategies and practices used in digital channels and platforms.
- is able to evaluate different approaches in brand management.

Assessment criteria, good (3)

3-4: The student
- is able to define and apply the basic concepts and principles of brand management.
- is able to analyze and evaluate branding strategies and practices used in digital channels and platforms.
- is able to evaluate different approaches in brand management and develop new courses of action.

Assessment criteria, excellent (5)

5: The student
- is able to independently and creatively apply the concepts and principles of brand management.
- is able to independently and creatively evaluate, compare and develop branding strategies and practices used in digital channels and platforms.
- is able to critically evaluate different approaches in brand management and develop new courses of action justifying his/her choices.