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BRAND MANAGEMENT

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BRAND MANAGEMENT

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Academic year 2018/2019

Course ID
MAN0304
Teaching staff
Fabrizio Mosca (Lecturer)
Philip J. Kitchen (Lecturer)
Valentina Chiaudano (Tutor)
Year
2nd year
Type
Elective
Credits/Recognition
5
Course disciplinary sector (SSD)
SECS-P/08 - economia e gestione delle imprese
Delivery
Formal authority
Language
English
Attendance
Obligatory
Type of examination
Oral
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Sommario del corso

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Course objectives

The brand management course aims to define the role of brand management inside a company and to illustrate its principles and rules. The objective is to professionalize students with the necessary notions requested by marketing department of international companies. The course includes the use of case studies discussed in class with an international professor, to stimulate the discussion and exposition capacity in the classroom, with a problem solving-oriented approach.

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Results of learning outcomes

a. Knowledge and understanding capacity. During the course, through face-to-face lessons with the Professor, students will be provided with the knowledge about brand management strategies applied to international companies.

b. Capacity to use knowledge and understanding.  The notion studied will be applied through the analysis of specific case studies. 

c. Communication skills. Students are requested to play an active role in class presenting case studies and relative solutions.

d. Learning capacity. Notions learned through face to face lessons and case presentations are tested by a written exam.

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Course delivery

- Frontal lectures.

- Case studies in class.

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Learning assessment methods

- Written exam with 5 open questions.

- Presentations in class.

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Program

  1. Marketing Strategy and Tactics
  2. Brands as a Means of Creating Market Value
  3. Developing brand Strategy
  4. Designing Brand Tactics
  5. Managing Brand Portfolios
  6. Managing Brand Dynamics
  7. Protecting the Brand
  8. Brand Analysis and Planning
  9. Brand Equity and Brand Power
  10. Brand Research

Suggested readings and bibliography

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Strategic Brand Management, Alexander Chernev, 2018 (2nd edition), Cerebellum Press.

Additional reading:

Communicating Globally, Don E Schultz, Philip J. Kitchen, 2000, McGraw Hill Professional.



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