Instructional goals
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
Prerequisites
Introduction to marketing
Intended learning outcomes
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.
Course Contents
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.
Reference Books
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.
Teaching Methods
Case studies
Paper
Group exercises
Face-to-face/online lesson
Assessment Method
Participation in class
Challenge performance
Final exam
Thesis assignment criteria
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.
Week 1
Value in Marketing
Video Examples of Value in Marketing
Brand Value Telling Journey
Course Explanation
Segmentation and Targeting
Week 2
Positioning (part one)
Introductory lecture Business Challenge 1
Positioning (part two)
Customer Decision Journey (part one)
Customer Decision Journey (part two)
Week 3
Brand Identity
Brand Purpose
Overview of the Business Challenge 2
Business Challenge 2 – Progress
Marketing concept and strategy
Week 4
Introduction to Product
Examples of Marketing concept and strategy (Licensing stretching)
Excel lesson (basic)
Business Challenge 2– Progress
Brand Architecture
Week 5
Brand P&L: product and lifecycles
Brand P&L: IMC
Business Challenge 2– Progress
Social Commerce platform lesson
Week 6
Brand Reputation
E-commerce platform lesson (first part)
Business Challenge 2– Progress
Excel lesson (funnel)
Lesson + Business Challenge 1
Week 7
Introduction to Pricing
International Branding
Business Challenge 2– Progress
Examples of International Branding
Week 8
Brand P&L: pricing
E-commerce platform lesson (second part)
Business Challenge 2– Progress
Introduction to Promotion
Week 9
Brand P&L: promo
Creative Brief
explained Creative Brief tutorial
Introduction to channels
Week 10
Trade Marketing
Trade Marketing Tutorial (Part One)
Trade Marketing Tutorial (Part Two)
Business Challenge 2– Progress
Week 11
Brand P&L: channels
Business Challenge 2– Progress
Excel Lesson (PEI)
Week 12
Business Challenge 2– Closing – rankings, achievements and group presentations
Social Commerce platform presentation
Business Challenge 1 Closing