64703 - Brand Management

Academic Year 2024/2025

  • 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)

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