Obiettivi formativi
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.
Prerequisiti
none
Risultati di apprendimento attesi
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
Contenuti Del Corso
This course provides an interdisciplinary overview of brand management.
Testi Di Riferimento
Heding, T., Knudtzen, C. F., & Bjerre, M. (2009). Brand Management: Research, Theory and Practice. Routledge.
Metodologie Didattiche
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.
Modalità di verifica dell'apprendimento
The assessment is based on four activities:
- Final group project
- Individual tests
- Team-based breaking news exercises
- Participation during guest speakers sessions
Criteri per l’assegnazione dell’elaborato finale
none
Il syllabus affronta temi collegati alla sostenibilità?
It does not cover sustainability topics
Settimana 1
Introduction to brand management and course related activities
Overview of brand management
The economic approach
Settimana 2
Breaking news scientific analysis training
The identity approach
Cognitive consumer perspective
Settimana 3
Group activity - Data collection
Plenary session with a guest speaker
Settimana 4
Group activity - Data collection Q&A
Cognitive consumer perspective
Individual test 1
Settimana 5
Breaking news presentation 1
Personality, consumer self, and brand-self congruence
Settimana 6
Breaking news presentation 2
Animism, human relationships, brand relationship theory
Settimana 7
Breaking news presentation 3
Plenary session with a guest speaker
Individual test 2
Settimana 8
Group activity - Introduction to KNIME
Community theory, subcultures of consumption, brand community
Theory of cultural branding
Settimana 9
Group activity - Data analysis
Group activity - Data analysis Q&A
Group activity - Results reporting
Settimana 10
Brand prominence
Group activity - Results reporting Q&A
Settimana 11
Brand reputation on social media
Group activity final presentation
Settimana 12
Individual test 3
Group activity final presentation
Final wrap-up and course feedback