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.
Keller and Swaminathan (2020). Strategic Brand Management: Building, Measuring and Managing Brand Equity, 5th Global Edition. Pearson
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 different activities:
- Group progect intermediate steps
- Final group project (report + presentation)
- Individual tests
Criteri per l’assegnazione dell’elaborato finale
none
Settimana 1
Introduction to brand management and course related activities
Overview of brand management
Brand management key concepts
Settimana 2
Group activity - discriminant analysis theory
The economic approach
The identity approach
Settimana 3
Group activity - discriminant analysis data collection
Cognitive consumer perspective
Plenary session with a guest speaker
Settimana 4
Individual test 1
Personality, consumer self, and brand-self congruence
Settimana 5
Group project activities
Brand coolness
Settimana 6
Group project activities
Brand activism
Settimana 7
Group project - datasets handling
Plenary session with a guest speaker
Individual test 2
Settimana 8
Group activity - Data analysis
Branding in the Metaverse
Settimana 9
Group project activities
Brand prominence
Settimana 10
Group project - results reporting
Brand portfolio
Individual test 3
Settimana 11
Brand reputation
Settimana 12
Individual test 4
Brand reputation on social media
Final wrap-up and course feedback