Brand Management in Digital Economy

The course is an updated brand management course, taking into account digitalization trends and the specifics of marketing and branding in the context of the transition of companies to the digital economy, as the introduction of digital technologies is reflected in the restructuring of the marketing activities of companies.

Distance-learning

The course doesn't require an initial training.

Topic 1. The concept of a brand and the formation of a brand idea.

Topic 2. Brand and brand equity

Topic 3. Creation and development of a brand in the digital economy. Digitalization of brand platforms.

Topic 4. Brand communications using digital technologies.

Topic 5. Brand portfolio management in the digital economy.

Topic 6. Brand strategy of the company.

After completing the course, students will be familiar with digitalization trends and the specifics of marketing and branding in the context of the transition of companies to the digital economy.

The discipline is aimed at the formation of universal competencies of students in the educational programs of the bachelor's / specialist's degree, as well as other competencies provided for by the educational program.