- Docente: Francisco Javier Villarroel Ordenes
- Credits: 6
- SSD: SECS-P/08
- Language: English
- Moduli: Francisco Javier Villarroel Ordenes (Modulo 1) Sungtak Hong (Modulo 2)
- Teaching Mode: Traditional lectures (Modulo 1) Traditional lectures (Modulo 2)
- Campus: Bologna
- Corso: Second cycle degree programme (LM) in International Management (cod. 5891)
Learning outcomes
By the end of this course students are able to: - provide an interdisciplinary overview of brand management; - discuss existing models and theories related with brand management; - develop resources and analytical capabilities to measure brand related outcomes (e.g., brand reputation); - examine real examples and cases of brand management practices (e.g., guest speakers from industry and academia); - contribute to students' team work skills on brand management projects.
Course contents
Session 1: Principles of Brand Management
Session 2: Customer Based-Brand Equity and Brand Positioning
Session 3: Sources of Brand Equity & The Reputation Tracker
Session 4: Brand Elements and Guest Lecture
Session 5: Team Presentations of Reputation Tracker Project
Session 6: Branding and Marketing Communication
Session 7: Branding in the Digital Era
Session 8: Brand Associations
Session 9: Brand Architecture
Session 10: Brand Extensions
Readings/Bibliography
Keller, K. L., & Swaminathan, V. (2019). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition (Fifth Edition). Pearson Education Limited.
Teaching methods
Branding Lectures
Hands on work in Brand Analytics projects
Class Discussions
Guest Speakers
Assessment methods
Group Project(s) (50%)
Individual Project or Exam (50%)
Teaching tools
KNIME Analytics Software
Office hours
See the website of Francisco Javier Villarroel Ordenes
See the website of Sungtak Hong