- 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: In-person learning (entirely or partially) (Modulo 1); In-person learning (entirely or partially) (Modulo 2)
- Campus: Bologna
- Corso: Second cycle degree programme (LM) in International Management (cod. 5891)
-
from Feb 09, 2026 to Feb 23, 2026
-
from Feb 26, 2026 to Mar 12, 2026
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
Structure of the course:
1 Principles of Brand Management
2 Customer Based-Brand Equity and Brand Positioning
3 Sources of Brand Equity & The Reputation Tracker
4 Brand Elements
5 Team Presentations
6 Economic Value to the Customer (EVC) and Value Communication
7 Utilizing Secondary Data to Measure Brand Performance
8 Market Response Models: Zesta Cracker Case
9 Utilizing Field Experiments to Measure Brand Performance
10 Field Experiment: Crusty’s Pizza Case
Readings/Bibliography
Required Readings:
Part 1/2 - Keller, K., L., & Swaminathan, V. Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition (Fifth Edition). 2019. Pearson Education Limited.
Part 1
-Affonso, Felipe M., and Chris Janiszewski. "Marketing by design: The influence of perceptual structure on brand performance." Journal of Marketing 87, no. 5 (2023): 736-754.
- Rust, Roland T., William Rand, Ming-Hui Huang, Andrew T. Stephen, Gillian Brooks, and Timur Chabuk. "Real-time brand reputation tracking using social media." Journal of Marketing 85, no. 4 (2021): 21-43.
-Raffaelli, Carolina, Elena Bocchi, Zachary Estes, and James S. Adelman. "BRAND: Brand recognition and attitude norms database." Behavior Research Methods 57, no. 1 (2025): 1-26.
Part 2 (optional reading)
- Anderson, Eric, T. and Duncan Simester (2011), “A Step-by-Step Guide to Smart Business Experiments,” Harvard Business Review, March.
- Malodia, Suresh, Amandeep Dhir, Muhammad J. S. Hasni and Shalini Srivastava. (2023), “Field experiments in marketing research: a systematic methodological review,” European Journal of Marketing, 57 (7).
- Braun, Michael and Eric M. Schwartz (2024), “Where A/B Testing Goes Wrong: How Divergent Delivery Affects What Online Experiments Cannot (and Can) Tell You About How Customers Respond to Advertising,” Journal of Marketing, 89 (2).
Teaching methods
- Lectures
- Individual Projects
- Group Work
- Guest Speakers
Assessment methods
This course is divided in two parts. The final grade of the entire module is by computing the average between the two parts.
Lecture attendance is mandatory for each teaching activity for at least 70% of class hours.
Teaching tools
KNIME Analytics Software
Office hours
See the website of Francisco Javier Villarroel Ordenes
See the website of Sungtak Hong