Instructional goals
This course provides an interdisciplinary overview of brand management. The topics covered in this course provide a firm foundation in many facets of branding and enable students to carry scientific research on up-to-date topics in the branding field by using state-of-the-art research methods and techniques.
Prerequisites
none
Intended learning outcomes
Discuss with students about existing models and theories related with brand management.
Provide students with resources and capabilities to measure brand related outcomes (e.g., brand reputation).
Give students real
examples and cases of brand management practices (e.g., guest speakers from industry and academia).
Contribute to student's team work skills on brand management projects
Course Contents
This course provides an interdisciplinary overview of brand management.
Reference Books
Heding, T., Knudtzen, C. F., & Bjerre, M. (2009). Brand Management: Research, Theory and Practice. Routledge.
Teaching Methods
Online sessions
On campus plenary sessions
On campus breakouts
Classes will be highly interactive, using articles from marketing, consumer research, and branding top journals and managerial reports.
Assessment Method
The assessment is based on four activities:
- Final group project
- Individual tests
- Team-based breaking news exercises
- Participation during guest speakers sessions
Thesis assignment criteria
none
Does the syllabus cover sustainability topics?
It does not cover sustainability topics
Week 1 Contenuto sessioni on line e on campus
Introduction to brand management and course related activities
Overview of brand management
The economic approach
Week 2 Contenuto sessioni on line e on campus
Breaking news scientific analysis training
The identity approach
Cognitive consumer perspective
Week 3 Contenuto sessioni on line e on campus
Group activity - Data collection
Plenary session with a guest speaker
Week 4 Contenuto sessioni on line e on campus
Group activity - Data collection Q&A
Cognitive consumer perspective
Individual test 1
Week 5 Contenuto sessioni on line e on campus
Breaking news presentation 1
Personality, consumer self, and brand-self congruence
Week 6 Contenuto sessioni on line e on campus
Breaking news presentation 2
Animism, human relationships, brand relationship theory
Week 7 Contenuto sessioni on line e on campus
Breaking news presentation 3
Plenary session with a guest speaker
Individual test 2
Week 8 Contenuto sessioni on line e on campus
Group activity - Introduction to KNIME
Community theory, subcultures of consumption, brand community
Theory of cultural branding
Week 9 Contenuto sessioni on line e on campus
Group activity - Data analysis
Group activity - Data analysis Q&A
Group activity - Results reporting
Week 10 Contenuto sessioni on line e on campus
Brand prominence
Group activity - Results reporting Q&A
Week 11 Contenuto sessioni on line e on campus
Brand reputation on social media
Group activity final presentation
Week 12 Contenuto sessioni on line e on campus
Individual test 3
Group activity final presentation
Final wrap-up and course feedback