64703 - BRAND MANAGEMENT

Conoscenze e abilità da conseguire

"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. "

Contenuti

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

Testi/Bibliografia

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.

Metodi didattici

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.

Modalità di verifica e valutazione dell'apprendimento

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.

Strumenti a supporto della didattica

Lecture slides and textbook.

Orario di ricevimento

Consulta il sito web di Matilde Rapezzi