64703 - Brand Management

Course Unit Page

  • Teacher Virginia Vannucci

  • Credits 6

  • SSD SECS-P/08

  • Teaching Mode Traditional lectures

  • Language English

  • Campus of Bologna

  • Degree Programme Second cycle degree programme (LM) in Business Administration (cod. 0897)

  • Course Timetable from Feb 18, 2022 to Mar 21, 2022

SDGs

This teaching activity contributes to the achievement of the Sustainable Development Goals of the UN 2030 Agenda.

Quality education Gender equality Industry, innovation and infrastructure

Academic Year 2021/2022

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

  1. Principles of brand management
  2. Brand equity: concepts and measurement; brand positioning
  3. Brand strategies
  4. Brand extensions
  5. Brand architecture
  6. Branding and marketing communication
  7. 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