Università degli Studi di Urbino Carlo Bo / Portale Web di Ateneo


BRAND MANAGEMENT AND STRATEGY
STRATEGIE DI SVILUPPO E GESTIONE DELLA MARCA

A.Y. Credits
2021/2022 8
Lecturer Email Office hours for students
Marco Carlo Pareschi

Assigned to the Degree Course

Communication and Advertising for Organizations (LM-59)
Curriculum: PERCORSO COMUNE
Date Time Classroom / Location
Date Time Classroom / Location

Learning Objectives

Provide students with a theoretical and methodological basis to address the issue of the construction and development of the Brand identity, also through the recent theoretical and practical developments of the Discipline Experimenting the theory in the study of concrete cases and laboratories To propose, through seminars, to students approaches and points of view of established professionals in the various disciplines of Communication Inform students about the profession and about ways, roles and procedures in the world of communication

Program

Brand definitions

Role of Marketing in business behavior

The levers of the MKT.

The central role of the Brand in MKT policies

An opportunity for the Brand: from the end of the Great Narratives to the "narrative puzzle".

The concept of "Positioning"

The analysis of the company

The sector analysis: competitor analysis model

Market analysis:

from consumer to person
role of traditional research
an effective socio-cultural analysis model for the construction of homogeneous "groups" (Laboratory)
the opportunities developed by the digital world
profiling: potential and limits
integration between traditional research, sociocultural analysis and profiling (Seminar)
The Customer Journey (Seminar)

The evolution of communication:

a history of advertising from the 1950s to today (Seminar)
methods of advertising communication
the languages ​​of communication (Seminar)
from the product to the consumer, from the consumer to the person
Brand Communication: from top down to bottom up
Inbound Marketing (Seminar)
The construction of the "Positioning"

The Brand and its "adjectives"

The construction of the Marca:

the construction of the meaning of Brand
the construction of the value axis:
the value areas
the matrix
Corporate Social Responsibility: from a differentiating must to an indispensable, central and strategic prerequisite of any Brand project (Seminar):

The role of the company in society
Sustainability: from the environmental dimension to a holistic vision
Culture and Corporate Cultural Responsability (Seminar)
The 3rd sector and solidarity: the many dimensions of the company's attention to the "social"
Development of some cases
The role of the brand in companies aimed at final consumption

Development of some cases
The role of the brand in B2B

Case development
The role of the brand in the Service and Public Administration sector

Case development

Learning Achievements (Dublin Descriptors)

1. Knowledge and understanding: Students are expected to attain specialised knowledge and understanding with regards to market processes, market players, the concept and development of positioning, dynamics of consensus formation and choice, advanced forms of communication, with particular attention to media convergence and users’ increasing awareness and participation in content production, as well as to brands and processes that are changing the relationship between consumption and production. Students will be required to acquire in-depth knowledge regarding methods of brand identity development, tools for transferring identity to the market, online vs. offline media along with complex marketing communication operations. Students will reach this knowledge by attending lectures and practical seminars, taking part in in-class exercises  and studying the exam textbooks, as well as via active participation in practical research workshops and meetings with companies.

2. Applying knowledge and understanding: Students are expected to be able to apply market analysis methods learned, as well as to use specific variables in order to identify consumer targets so as to develop brand meaning and identity both at a conceptual level and in terms of practical communication tools. In particular, students are required to acquire skills in the development of brand positioning via methods acquired in the course, and chiefly via sociocultural analysis. Students will reach this knowledge by attending lectures and practical seminars, taking part in in-class exercises  and studying the exam textbooks.

3. Making informed judgements: Students are required to develop critical judgement skills with regards to the definition of “target market”, brand strategy and diverse communication options, via evaluation of case histories which will be presented and discussed during lectures. Students will also need to be able to evaluate the macroeconomic, political, cultural and social environment in which exchange processes take place, as well as to identify relevant trends in behaviour models and lifestyles in the context of which the brand will operate. Students will develop these skills by participating in discussions with the Professor and fellow students in class, exercises and groupwork, as well as in preparing for the final exam.

4. Communication skills: Students should have skills in both oral and written communication in Italian, effectively making use of presentation software such as Microsoft Powerpoint and mastering the specialised lexicon of this subject. Students will develop these skills by taking part in class Q&A sessions, groupwork with fellow students, creating class presentations of in-class exercises and groupwork, and by writing a paper on the research project which will feature in the workshop on consumption practices.

5. Learning skills: Students are expected to develop their learning skills for further study in this field. Students strengthen these skills through in-class discussion with the Professor, debate with other students during lectures and workshops, as well as through justification of their answers to the Professor’s queries during lectures, presentation of groupwork and the final examination.

Teaching Material

The teaching material prepared by the lecturer in addition to recommended textbooks (such as for instance slides, lecture notes, exercises, bibliography) and communications from the lecturer specific to the course can be found inside the Moodle platform › blended.uniurb.it

Didactics, Attendance, Course Books and Assessment

Didactics

Lectures, seminars, exercise class.

« back Last update: 26/07/2021

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