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Brand Management in Digital Economy

27 December 2022 - 31 December 2024 г.
The course has already started
190 days
Before the end of the enrollment
  • English

    course language

  • 6 weeks

    course duration

  • от 4 до 5 часов в неделю

    needed to educate

  • 2 credit points

    for credit at your university

  • Cost 3 600 Р

    for studying

Dear learners, please note that only part of the materials is available for free viewing. All course materials will be available after certification payment.

About

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.

Format

Distance-learning

Requirements

The course doesn't require an initial training.

Course program

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.

Education results

Upon completion of this course learners will achieve the following objectives:

1.1. To study the concept of a brand 

1.2. To develop a brand idea

2.1. To create and develop a brand in the digital economy

2.2. To digitalize brand platforms

3.1. To use digital technologies in brand communications

4.1. To manage brand portfolio in the digital economy.

5.1. To create a brand strategy of the company

Formed competencies

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.

ПК-4 - Способность оценивать потенциал и разрабатывать стратегии освоения новых рынков в условиях глобальной конкурентной среды;

ПК-12 Способность применять перспективные теории и приемы менеджмента, бизнес-процессов, маркетинга; 

ПК-17 Способность оценивать качество и эффективность проектов с учетом возможностей использования современных методов их реализации, контроля и корректировки;

ПК-27 Способность к анализу и синтезу, научным обобщениям, выводам и аргументированию соображений, выдвижению

 

Education directions

Отзывы о курсе

Давыденко Елена Анатольевна

Кандидат экономических наук
Position: доцент Кафедры экономики предприятия, предпринимательства и инноваций

Certificate

The certificate is issued according to the results of completed tasks. To successfully complete the course, you need to score at least 60% of all tasks.

The cost of passing the procedures for assessing learning outcomes with personal identification - 3600 Р.

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