Learning outcomes of the course
The course develops a deeper understanding of Brand Strategies and Digital Marketing from both a theoretical and a practical perspective. Students will enhance and develop their skills in planning, analyzing, developing and managing key marketing mix element strategies for in-depth knowledge of brand strategies and management as well as managing digital campaigns.

Course contents
-Brand management, brand identity, brand promise, brand equity and the brand building process and models.
-Current trends, megatrends and best practises in digital marketing. Brand-creation and brand-building.
-Developing successful digital campaigns Measuring success and learning how to leverage data and how to measure the success of digital campaigns in terms of brand awareness, association, engagement and ROI.