CdLM Business Administration

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.   

• 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.

- Frontal lectures

- Case studies dicussed and presented in class 

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.

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 

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

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.