Learning objectives
a. Knowledge and understanding
The purpose of the course is to introduce students to the key issues of brand and brand management in multiple industries.
At the end of the course, student will have acquired skills on the following topics:
- Brand and brand management concepts
- Brand building
- Brand identity and brand positioning
- Brand equity
- Brand architecture
- The potential for brand extension
- Secondary brand associations
- Country (region) image
- Country (region) of origin branding
- Place brand and place branding
At the end of the course student will be able to understand the brand knowledge effects on consumer behavior by using tools of brand management and brand strategy.
b. Applying knowledge and understanding
At the end of the course, student will be able to:
− insert the contents of brand management within the framework of intangible resources;
− explain the relevant theories and concepts in developing and managing brand equity;
− comprehend brand management process;
− apply the most important models of brand management such as brand extension, brand portfolios management, brand hierarchy;
- relate marketing, advertising and branding concepts;
- discuss the interplay between place image, place branding strategies and product / service branding strategies
- highlight the key course topics and grasp the relationship between the different components of the course.
c. Making judgements
On the basis of the conceptual and operational tools acquired during the
course, students will be able to:
− comprehend the impact of brand management decisions;
− relate different brand management decisions to brand equity results;
− properly discuss brand management approaches for the joint promotion of place brands and place bound products and services.
The student will be encouraged to develop analytical skills and problem solving skills and its own independent judgment and critical thinking.
d. Communication skills
During the course, the students will acquire adequate communication skills aimed at transferring, in a clear and effective way, both information and concepts (even complex) related to specific topics of brand management to different interlocutors (both academic and business). In addition, the students’ ability to adopt an "active listening” behaviour, i.e. to understand concepts and business languages, will be put to
the test. These skills will allow to develop the ability to prepare brief papers, or provide an oral summary on specific topics, also with the aid of information technology tools and media.
e. Learning skills
At the end of the course the students will have gained the ability to expand and update the level and range of the knowledge acquired from lectures and course textbooks
Prerequisites
The knowledge of principles of marketing is considered as done.
Course unit content
The course presents topics concerning brand management and brand strategy. Meanwhile, the course aims to illustrate place branding and the effects of place image and place values on product, service and corporate brands.
Specifically, the course is designed to provide the relevant models and tools to develop and manage brand equity according to a customer based perspective. Concepts such as brand positioning, brand extension and brand evaluation will be considered. Finally, the course is designed to highlight the key role the brand can play in promoting the relationship between place values and identity and the cultural, tourist and enogastronomic offer of the territory.
Full programme
Course main contents:
- Brand as a firm intangible asset
- Brand and corporate communication
- Brand and brand management concepts
- Customer Based Brand Equity
- Brand awareness and brand image
- Brand positioning and brand values
- Brand elements
- Brand value chain
- Brand architecture
- Brand extension
- Place brand and place branding
- Place brand architecture
- Secondary brand associations
- Country (region) image and country (region) of origin branding
- Relationships among product, brand and place
Bibliography
B. Busacca, G. Bertoli, M.C. Ostillio, «La marca. Costruzione, sviluppo, valutazione», Egea, 2022.
Excluded: chapters 2, 7, 8 and paragraphs 3.9, 3.10, 4.4, 5.6, 6.4
S. Latusi, Prodotto, Marca, Territorio. Franco Angeli, Milano, 2020.
Excluded: chapters 1 and 6
Teaching methods
Lectures, guest speaker's talks, theories and case studies discussions.
• Acquisition of knowledge: lectures and guest speaker's talks.
• Acquisition of the ability to apply the analysis methodologies: guest speaker's talks and case study discussions.
• Autonomy of judgment acquisition: case studies discussions and guest speaker's talks will stimulate the capacity for critical evaluation of the managerial relevance of specific conceptual topics.
• Acquisition of learning skills: case studies will present problematic situations and stimulate to focus on the critical issues.
• Acquisition of technical language: the meaning of the terms commonly used in the branding context will be illustrated during the lectures.
The slides used to support lectures will be loaded weekly on the Elly platform.
To download the slides, students need to enroll in the course on the Elly platform.
Assessment methods and criteria
The learning results will be assessed through a final written test.
The use of any type of notes, books, phones, media etc. is forbidden.
The achieved knowledge and understanding capabilities, ability to apply the acquired knowledge, autonomy of judgment, ability to learn and to
communicate with an appropriate technical language will be assessed through n. 2 open-ended questions, each worth 0-7.5 points.
The duration of the final written test is 40 minutes.
The final written test is assessed with a score from 0 to 15 (to be added to the mark of the Digital and Content Marketing module).
"30 cum laude" will be awarded to particularly deserving students who, in addition to complying with the requisites necessary to obtain the full evaluation, in the performance of the test demonstrate an appreciable systematic knowledge of the topic, an excellent ability to apply the knowledge acquired to the specific problem in question, a considerable autonomy of judgment, as well as a particular care in the formal drafting.
Results are published on the Esse3 portal within two weeks.
Other information
For further information please check the Elly page of the course.
2030 agenda goals for sustainable development
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