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Università degli Studi di Parma Università degli Studi di Parma
University of Parma
Course catalogue
Università degli Studi di Parma
course catalogue

RETAIL BRANDING AND IMAGE
cod. 1004536

Academic year 2011/12
1° year of course - First semester
Professor
Academic discipline
Economia e gestione delle imprese (SECS-P/08)
Field
Aziendale
Type of training activity
Characterising
64 hours
of face-to-face activities
8 credits
hub: PARMA
course unit
in - - -
lectures timetable unavailable
exam calls
Print

Learning objectives

The course is based on giving to the students both the theoretical and the operational bases for the analysis of the brand management strategies in the retail industry.

Prerequisites

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Course unit content

Retail branding strategies, starting from the analysis of the brand equity and brand management principles, with a particular focus on: different vertical branding practices, retail branding aims and objectives, the private label life cycle, the impact of private labels on competitive relationships between retailers, the impact of retail branding on store loyalty.

Full programme

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Bibliography

FORNARI E. (2007), “Economia della marca commerciale. Le dimensioni del branding distributivo”, Milano, Egea.
kELLER K.L., BUSACCA B., OSTILLIO M.C. (2005), "La gestione del Brand", Milano, Egea

Teaching methods

Lecturers integrated with managerial seminars and case histories discussion.

Assessment methods and criteria

Written exam

Other information

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