- Docente: Virginia Vannucci
- Credits: 6
- SSD: SECS-P/08
- Language: English
- Teaching Mode: Traditional lectures
- Campus: Bologna
- Corso: Second cycle degree programme (LM) in Business Administration (cod. 0897)
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 student is 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
- Principles of brand management
- Brand equity: concepts and measurement; brand positioning
- Brand strategies
- Brand extensions
- Brand architecture
- Branding and marketing communication
- Branding in the digital era
Readings/Bibliography
Keller, K. L., & Swaminathan, V. (2020). Strategic brand management: Building, measuring, and managing brand equity. Harlow: Pearson.
Teaching methods
The course teaching methods includes theoretical classes, cases discussion and group project work 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 essay
Students who do not participate in teamwork assignment:
100% final oral exam
Teaching tools
Slides, book, guest speaker
Office hours
See the website of Virginia Vannucci
SDGs
This teaching activity contributes to the achievement of the Sustainable Development Goals of the UN 2030 Agenda.