- Docente: Francisco Javier Villarroel Ordenes
- Crediti formativi: 6
- SSD: SECS-P/08
- Lingua di insegnamento: Inglese
- Moduli: Francisco Javier Villarroel Ordenes (Modulo 1) Sungtak Hong (Modulo 2)
- Modalità didattica: Lezioni in presenza (totalmente o parzialmente) (Modulo 1); Lezioni in presenza (totalmente o parzialmente) (Modulo 2)
- Campus: Bologna
- Corso: Laurea Magistrale in International Management (cod. 5891)
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Orario delle lezioni (Modulo 1)
dal 09/02/2026 al 23/02/2026
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Orario delle lezioni (Modulo 2)
dal 26/02/2026 al 12/03/2026
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
Session 1: Principles of Brand Management
Session 2: Customer Based-Brand Equity and Brand Positioning
Session 3: Sources of Brand Equity & The Reputation Tracker
Session 4: Brand Elements and Guest Lecture
Session 5: Team Presentations of Reputation Tracker Project
Session 6: Branding and Marketing Communication
Session 7: Branding in the Digital Era
Session 8: Brand Associations
Session 9: Brand Architecture
Session 10: Brand Extensions
Testi/Bibliografia
Keller, K. L., & Swaminathan, V. (2019). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition (Fifth Edition). Pearson Education Limited.
Part 1
- Scheidt, Stefan, Carsten Gelhard, and Jörg Henseler. "Old practice, but young research field: A systematic bibliographic review of personal branding." Frontiers in psychology 11 (2020): 1809.
-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.
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.
Though not compulsory, class attendance and participation is strongly encouraged.
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