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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 ADVERTISING AND BRANDING
cod. 1004065

Academic year 2011/12
2° year of course - First semester
Professor
Academic discipline
Economia e gestione delle imprese (SECS-P/08)
Field
Aziendale
Type of training activity
Characterising
72 hours
of face-to-face activities
9 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 vertical marketing system.

Prerequisites

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Course unit content

The course is divided in two parts. the first focuses on the new trends in managing retail branding strategies with a particular focus on: the determinants of brand equity, best practices and case histories in vertical branding strategies, retail branding aims and objectives, the impact of private labels on competitive relationships between retailers, the impact of retail branding on store loyalty.

The second one is focussing on the retailers costs and the efficiency gaps.

Full programme

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Bibliography

FORNARI E. (2007), “Economia della marca commerciale. Le dimensioni del branding distributivo”, Milano, Egea.
Pellegrini D. , Channel Metrics, Ed Egea

Teaching methods

Lecturers integrated with managerial seminars and case histories discussion.

Assessment methods and criteria

Written exam

Other information

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