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.

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

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