64703 - Brand Management

Learning outcomes

"The course refers to marketing strategies and decisions connected to the the most important outcome of a marketing program, the brand and its value (in competitive and in eco-fin terms). In particular, the students are expected to understand: - what is brand value (equity) and its links with marketing strategies, - the link between brand equity and the value for the customer (i.e. measurement of the value for the customer techniques); - the management of brand and its kinks with the overall marketing strategy of a company. "

Course contents

The main course contents are the following:

• Principles of brand management
• Brand equity
• Brand positioning
• Brand elements
• Brand extensions
• Brand architecture
• Brand associations
• Branding and marketing communication
• Branding in the digital era

Readings/Bibliography

In addition to lecture slides, students may refer to the following book aimed at deepening their understanding of theoretical concepts covered in the course:

Keller, K. L., & Swaminathan, V. (2019). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition (Fifth Edition). Pearson Education Limited.

Teaching methods

To bridge theory with practice, teaching methods include theoretical classes, cases discussion, and two project works to apply the concepts learnt in class to real cases.

Assessment methods

The final grade will be composed as follow:

30% teamwork assignment

70% individual assignment

Marks are intended on a numerical grade scale (0 to 30), being 18 to 30 the passing grade range.

For those who cannot participate in teamwork assignment:

100% final oral exam

Also in this case, marks are intended on a numerical grade scale (0 to 30), being 18 to 30 the passing grade range.

Teaching tools

Lecture slides and textbook.

Office hours

See the website of Matilde Rapezzi