- 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: Convenzionale - Lezioni in presenza (Modulo 1) Convenzionale - Lezioni in presenza (Modulo 2)
- Campus: Bologna
- Corso: Laurea Magistrale in International Management (cod. 5891)
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.
Metodi didattici
Branding Lectures
Hands on work in Brand Analytics projects
Class Discussions
Guest Speakers
Modalità di verifica e valutazione dell'apprendimento
Group Project(s) (50%)
Individual Project or Exam (50%)
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