PRODUCT AND BRAND MANAGEMENT

The main educational objectives will focus on the elements needed to create and manage successful brands, linking Marketing Strategy to Execution, and how to integrate storytelling into this framework. Consequently, the main content of the course will be the tools and insights used during the typical work of a Brand/ Product/ Marketing Manager and/or Content Manager

Introduction to marketing

The main learning objectives of the Product and Brand Management course are: To clarify the role and potential of effective Marketing Management and its link with the Marketing Strategy trilogy (segmentation-targeting-positioning). Learn a fact-based and quali-quantitative approach to measure, realize and manage brand success (Brand-Value-Telling-Journey). Introduce the central concept of Decision Journey and its link with the creation of value. Improve students' ability to evaluate storytelling, with particular attention to the link with Marketing Strategy and Brand Equity and their connection with content creation. Understand the impact on the economy of the Brand.

Quick overview and summary of the fundamentals of Marketing Strategy (segmentation-targeting-positioning) Customer Decision Journey and methodology to create successful Brands (Brand-Value-Telling-Journey). Creating value: Decision Journey, Purpose, Identity and Positioning.

P.Kotler, KLKeller, Marketing Management, Pearson Education, Global Edition Perrey J., Freundt T., Spiellecke D. (2015). Power Brands, Ed. Wiley Farris, PW, Bendle, N., Pfeifer, PE, & Reibstein, D. (2010). Marketing metrics: The definitive guide to measuring marketing performance. Pearson Education. Brandtelling – Giorgino, F. & Mazzù. MF (2024) Harvard Business Review.

Case studies Paper Group exercises Face-to-face/online lesson

Participation in class Challenge performance Final exam

The Application for the final thesis can only take place after having successfully passed the GPM exam. A specific process will apply (NOT on a first come, first served basis), which will include but is not limited to the assessment of: CV, GPA, interest in marketing, number of exams to complete, individual study plan and timing. The evaluation of the individual contribution and the active participation during the lessons will be taken into account.