By the end of the course students will have acquired in-depth knowledge and understanding regarding Brand Management issues. This will enable them to apply knowledge in terms of analytical skills and of problem solving, with particular reference to Retail Branding policies and to understand the impact of these policies on relations between manufacturers and retailers. Through course attendance and self-study students will be able to develop their capability of making judgements independently reaching the ability to take both strategic and executive decisions, even in uncertain conditions. During the course highly specialized/technical language will be adopted in order to stimulate students to improve their communication skills with a view to allowing the predisposition of short analytical reports destined to a public of specialists on Retail Branding. Learning skills of the students will be stimulated by means of the request to enlarge, update and independently/continually deepen knowledge acquired in class and in study.