- Docente: Virginia Vannucci
- Crediti formativi: 6
- SSD: SECS-P/08
- Lingua di insegnamento: Inglese
- Modalità didattica: Convenzionale - Lezioni in presenza
- Campus: Bologna
- Corso: Laurea Magistrale in Direzione aziendale (cod. 0897)
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 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.
Contenuti
- 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
Testi/Bibliografia
Keller, K. L., & Swaminathan, V. (2020). Strategic brand management: Building, measuring, and managing brand equity. Harlow: Pearson.
Metodi didattici
The course teaching methods includes theoretical classes, cases discussion and group project work 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 essay
Students who do not participate in teamwork assignment:
100% final oral exam
Strumenti a supporto della didattica
Slides, book, guest speaker
Orario di ricevimento
Consulta il sito web di Virginia Vannucci
SDGs
L'insegnamento contribuisce al perseguimento degli Obiettivi di Sviluppo Sostenibile dell'Agenda 2030 dell'ONU.