64703 - BRAND MANAGEMENT

Conoscenze e abilità da conseguire

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.

Contenuti

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

Testi/Bibliografia

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).

Metodi didattici

- Lectures

- Individual Projects

- Group Work

- Guest Speakers

Modalità di verifica e valutazione dell'apprendimento

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.

Strumenti a supporto della didattica

KNIME Analytics Software

Orario di ricevimento

Consulta il sito web di Francisco Javier Villarroel Ordenes

Consulta il sito web di Sungtak Hong