Study Guide

Objective

You are able to?
identify the crucial success factors of a brand in the international environment?
plan digital marketing activities from the point of view of brand development?
design and implement a communication plan for an internationalising brand?
describe the various methods of brand protection through immaterial rights??

Content

The study content will show you:
the main brand strategies in international marketing?
how the brand building process and digital marketing tools are used?
what is meant by digital brand communication and immaterial rights?
how to create various marketing materials using digital tools?

Materials

Social Media Marketing, Tuten and Solomon
Digital Marketing, Hanlon

Teaching methods

Scheduled track:
Contact sessions and group tasks

Exam schedules

Resits: 3.2.2020, 17.2.2020, 6.4.2020

Evaluation scale

1-5

Assessment methods and criteria

Attendance at contact sessions
Completed tasks and project

Assessment criteria, good (3-4)

You can
a. use professional concepts expertly in different social media platforms
c. can evaluate the activities of the customer, user and target group situations
d. determine the appropriate models, methods, software and techniques, and to justify the selection of such
f. can apply critical thinking of ethical principles in social media marketing

Qualifications

Customer oriented marketing 5 ECTS credits
Customer insight and customer service 5 ECTS credits