- Oggetto:
- Oggetto:
Brand Management
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Brand Management
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Academic year 2021/2022
- Course ID
- MAN0304
- Teaching staff
- Chiara Civera (Lecturer)
Abraham Cornelis Trouwborst (Lecturer) - Degree course
- BUSINESS ADMINISTRATION - Curriculum: Business Management and International Marketing
- Year
- 2nd year
- Teaching period
- First Term
- 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 according to the contemporary challenges and evolutions. The objective is to provide students with the key notions requested by marketing department of international companies. The course aims at training students around new meanings of brand management by developing critical thinking around real case studies and teach them the core principles of brands moving from promises to purpose. Students will be asked to work on assignements and present their results and dicussion in group to stimulate motivation, improve the team work capacity, the problem solving attitude and the public speaking.
Il corso di brand management si prefigge di definire il ruolo del brand management all'interno dell'impresa illustrandone i principi e le regole in un mercato che evolve ed è continuamente sottoposto a nuove sfide. Agli studenti verrano fornite le competenze per gestire la marca in linea con le richieste di aziende che operino sia in ambito nazionale che internazionale. Il corso si propone di formare gli studenti sulle nuove interpretazioni del brand che cambia e c he si orienta dalle promesse alla purpose. Durante il corso è previsto il coinvolgimento degli studenti in lavori di gruppo e presentazioni dei risultati degli stessi, al fine di aumentare la motivazione degli studenti, migliorare il lavoro in team con un approccio problem solving e aumentare le capacità espositive.
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Results of learning outcomes
- 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.
- Critical thinking and moral imagination. Students will be taught on how to develop their own critical thinking by moving some criticisms to the traditional marketing and branding models of value creation and by discussing new possibile evolutions of such models, through a moral imagination approach, to develop a brand management strategy that is purpose-oriented
- Capacity to use knowledge and understanding. The notion studied will be applied through the analysis of specific case studies and, in particular, to develop a re-branding strategy according to the principles of value-co creation.
- Communication skills. Students are requested to play an active role in class presenting case studies.
- Learning capacity. Notions learned through face to face lessons and case presentations are tested by an oral exam.
- Conoscenza e capacità di comprensione. Il corso permette di apprendere le principali nozioni relative al brand e fornisce gli strumenti necessari per pianificare ed implementare strategie di branding in imprese nazionali ed internazionali.
- Capacità critica e immaginazione morale. Gli studenti saranno chiamati a sviluppare il proprio senso critico verso teorie e modelli tradizionali di marketing e branding che hanno come obiettivo una creazione di valore residuale, per discutere e imparare ad applicare modelli evolutivi, attraverso un cambio di prospettiva e l'utilizzo dell'immaginazione morale, al fine di sviluppare una strategia di brand che sia orientata alla purpose e non più alla promessa.
- Capacità di applicare conoscenza e comprensione. I modelli studiati saranno applicati attraverso l'utilizzo di casi aziendali discussi in aula e, in particolare, lavorando su una strategia di re-branding che tenga conto delle evoluzioni da creazione di valore a co-creazione di valore.
- Capacità di comunicazione. Agli studenti è richiesta la partecipazione in aula attraverso la presentazione di casi.
- Capacità di apprendimento. Le conoscenze acquisite durante le lezioni verranno testate attraverso un esame orale e la discussione di casi in aula.
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Course delivery
- Frontal lectures
- Case studies dicussed and presented in class
- Lezioni frontali
- Discussione di casi in classe e presentazioni
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Learning assessment methods
WARNING:As established by the Rector's Emergency Decree no. 1561 of 16 April 2021, starting from the 2020-21 summer session, the exams will be held in person (written test) at SAA's. As usual, the test consists of an ORAL TEST.
Students resident or residing off-site, or abroad, in quarantine, in a highly frail situation or cohabiting with family members in a highly frail condition may request remote support (online), which will occur orally according to the calendar that the Commission will prepare. To apply, the student must:
A. for the case of residence or stay outside the Piedmont region or quarantine (both mandatory and fiduciary):
- register regularly for the test on Esse3, indicating in the Notes field the need to take the test remotely and the relative motivation ("Residence outside the region" or "Residence outside the Country" or "Quarantine");
- send the documentation via mail to valentina.chiaudano@unito.it I by the deadline for registering for the exam 2020-21
It should be noted that the condition of temporary residence outside the Region does not imply that the student is automatically entitled to take the remote exam; it will be the Examination Committee to assess the severity of the impediment, deciding whether or not to grant this possibility.
B. in the case of one's frailty or of cohabiting family members:
- Register regularly for the test on Esse3, indicating in the Notes field the need to take the test remotely and the relative motivation ("Fragility");
- send the documentation via mail to valentina.chiaudano@unito.it by the deadline for registering for the exam 2020-21. As documentation, I mean any kind of official medical certificate
It should be noted that for the condition of high "high fragility" reference is made to the definition of Category 1, Table 1 or Table 2, of the interim Recommendations on the target groups of the anti-Sars-Cov2 / Covid 19 vaccination of the Ministry of Health, published in the Official Gazette, General Series, of 23 March 2021, n. 72 (available at the link).
Please note that making false statements or forming false documents constitutes a crime. The Administration reserves the right to verify the integrity and authenticity of what is declared or transmitted.
ESAME ORALEL'esame orale A DISTANZA è consentito solo per due motivi:
1- Residenza fuori Regione Piemonte o quarantena
2- Ragioni di fragilità
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Program
1. How to manage brands and brand portfolios
2. Brands characteritics and evolutions
3. Brand awareness, brand equity, brand power and reputation
4. Multi-stakeholder perspective of brand management
5. Brand as a Marketing Strategy and Tactic: traditional versus modern interpretation
6. Value creation through brands: from promise-based brands to purpose-based brands
7. Value co-creation through brands: co-branding
8. Re-branding: spreading the value of new values
1. Come gestire i brand e il brand portfolio
2. Caratteristiche ed evoluzioni del brand
3. Brand awareness, brand equity, brand power e reputazione
4. Prospettiva multi-stakeholder nella gestione del brand
5. Brand come strategia e tattica di Marketing: interpretazione tradizionale e nuovi modelli
6. Creazione di valore attraverso il brand: dalle promesse alla purpose
7. Co-creazione di valore attraverso il brand: co-branding
8. Re-branding: diffondere il valore di nuovi valori
Suggested readings and bibliography
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Strategic Brand Management, Alexander Chernev, 2018 (2nd edition), Cerebellum Press.
Strategic Brand Management, Alexander Chernev, 2018 (2nd edition), Cerebellum Press.
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Note
The teaching activities modalities may vary according to the limitations imposed by the current health crisis. In any case, lectures will be online throughout the academic year.
Le modalità di svolgimento dell'attività didattica potranno subire variazioni in base alle limitazioni imposte dalla crisi sanitaria in corso. In ogni caso è assicurata la modalità a distanza per tutto l'anno accademico.
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