BRAND MANAGEMENT

General Objectives of teaching in terms of expected results of learning:

1. Knowledge and understanding: the Course on Brand Management aims to provide students with knowledge and abilities able to stimulate the necessary requirements allowing the brand management in profit and non-profit organizations.

2. Applying knowledge and understanding: formulation of brand policies in a perspective of the digital and data driven marketing.

3. Making judgements: create the autonomy of judgement and assessment abilities with regard to the context wherein brand management policies and instruments need to be applied.

4. Communication skills: the Course is based on the use of a specific language that will be at the roots of the communication between the teacher and the students.

5. Learning skills: learning skills will be stimulated by the deep knowledge of the topics that will be treated during the course, which is the reason why both attending lectures and studying references and material is so important

The Brand Management course addresses main issues of branding according to the perspective of digital and data driven marketing. Through the discussion of business cases and a project concerning the business cases discussed, students will learn how to apply the modern brand management methodology according to the logic of digital marketing and the marketing based on data analysis. In the first part of the course the issues of customer based brand equity will be addressed according to the modern brand management methods inspired by the data driven marketing. In the second part of the course, the topic of brand positioning will be addressed, referring to cases of companies operating in the area and the link between brand values and the values of the organization that operationalizes and uses the brand in the market. The third part of the course will clarify in an applicative way the relationship between brand positioning and online marketing actions aimed at enhancing the market potential of the brand.

The following issues are the main contents of the course:

- The Brand Management in the digital and data drive Marketing

- The Customer Based Brand Equity

- Brand positioning

- Brand vision

- The personality of a brand

- Organization values and brand values

All the references of the course on Brand Management will be available on the dedicated page of the following website: https://studium.unict.it