- Docente: Francisco Javier Villarroel Ordenes
- Credits: 6
- SSD: SECS-P/08
- Language: English
- Moduli: Francisco Javier Villarroel Ordenes (Modulo 1) Francesca Passeri (Modulo 2)
- Teaching Mode: Traditional lectures (Modulo 1) Traditional lectures (Modulo 2)
- Campus: Bologna
- Corso: Second cycle degree programme (LM) in International Management (cod. 5891)
-
from Feb 10, 2025 to Feb 24, 2025
-
from Mar 11, 2025 to Mar 15, 2025
Learning outcomes
"The course refers to marketing strategies and decisions connected to the the most important outcome of a marketing program, the brand and its value (in competitive and in eco-fin terms). In particular, the students are expected to understand: - what is brand value (equity) and its links with marketing strategies, - the link between brand equity and the value for the customer (i.e. measurement of the value for the customer techniques); - the management of brand and its kinks with the overall marketing strategy of a company. "
Course contents
Session 1: Principles of Brand Management
Session 2: Customer Based-Brand Equity and Brand Positioning
Session 3: Sources of Brand Equity & The Reputation Tracker
Session 4: Brand Elements and Guest Lecture
Session 5: Team Presentations of Reputation Tracker Project
Session 6: Branding and Marketing Communication
Session 7: Branding in the Digital Era
Session 8: Brand Associations
Session 9: Brand Architecture
Session 10: Brand Extensions
Readings/Bibliography
Keller, K. L., & Swaminathan, V. (2019). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition (Fifth Edition). Pearson Education Limited.
Teaching methods
Branding Lectures
Hands on work in Brand Analytics projects
Class Discussions
Guest Speakers
Assessment methods
Group Project(s) (50%)
Individual Project or Exam (50%)
Teaching tools
KNIME Analytics Software
Office hours
See the website of Francisco Javier Villarroel Ordenes
See the website of Francesca Passeri