64703 - BRAND MANAGEMENT

Conoscenze e abilità da conseguire

"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. "

Contenuti

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

Testi/Bibliografia

Keller, K. L., & Swaminathan, V. (2019). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition (Fifth Edition). Pearson Education Limited.

Metodi didattici

Branding Lectures

Hands on work in Brand Analytics projects

Class Discussions

Guest Speakers

Modalità di verifica e valutazione dell'apprendimento

Group Project(s) (50%)

Individual Project or Exam (50%)

Strumenti a supporto della didattica

KNIME Analytics Software

Orario di ricevimento

Consulta il sito web di Francisco Javier Villarroel Ordenes

Consulta il sito web di Francesca Passeri