To provide advanced theoretical tools for the understanding of the role played by brands alongside products/services in consumption processes. To study the evolution of brand roles with regards to changing consumer awareness and the spreading of new technology. To examine in depth key brand vectors  such as awareness, meaning/identity, reputation, extension/intensity and experience. To provide advanced theoretical and methodological tools for the outlining of consumption targets, expounding on sociodemographic, socioeconomic and sociocultural variables. To outline main research methods, and the key function of sociocultural parameters as well as research models, in order to allow a clear definition of brand positioning matrices (competitor analysis, SWOT analysis, options selection). To provide theoretical as well as practical tools for the development of brand meaning, reputation and brand espousal. To provide methodological tools to monitor and manage brand evolution.

1. The role of brands in exchange processes.

1.1. Exchange as the foundation of human relations; marketing as an acceleration of the response to needs; use value and exchange value.

1.2. The brand system: functional, emotional and symbolic components of product offering. Brands as semantic differentials.

1.3. The context of competition: competing products and brands.

1.4. Brand vectors and drivers: awareness, meaning/identity, reputation, extension, experience.

1.5. The impact of new technologies: changes to the brand’s “where” and “how” in relation to consumers.

1.6. The brand system in the phases of consumer buying processes.

2. Consumer target definition

2.1. Product market/brands and target

2.2. Sociodemographic, socioeconomic and sociocultural variables

2.3. The key role of choice in brand positioning

3. Choosing  brand positioning

3.1. Market definition

3.2. Methods to analyse and formulate sociocultural positioning. Theoretical analysis and experimentation

3.3. Relevant matrices in relation to the diversities of the product/market

3.4. Competitor analysis and SWOT analysis

4. Brand design

4.1. Using the brand strategy data and choices

4.2. From brand meaning to brand identity

4.3. Tools for brand identity communication

4.4 Designing tools: naming, signs and symbols, corporate image, corporate communication

5. Brand communication

5.1. Corporate communication (awareness, identity, reputation) and direct campaigns for products/services/buying incentives

5.2. Brand “storytelling”

5.3. New media forge novel brand-consumer relationships. Brand vector management in new media

5.4. Traditional media. Interacting and integrating offline and online

5.5 AtL and BtL no longer disjointed. New perspectives for below-the-line marketing

5.6. From advertising campaigns to communication operations: a global perspective for consumer engagement

There are no bridging courses but basic knowledge and understanding in the field of sociology of culture (SPS/08) is recommended.

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.

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

Blended learning: Study material and material for supporting activities, as well as announcements from the lecturer can be found on the Moodle platform › blended.uniurb.i

Teaching material and announcements from the lecturer can be found, along with other supporting activities, on the Moodle platform › blended.uniurb.it

Teaching

Lectures; in-class practical exercises; workshop on brand strategy, identifying positioning via matrices and the sociocultural research model, brand identity development and communication tools aimed at practicing the skills acquired on the course; focused seminars.

Attendance

Attendance of at least 50% of class hours is mandatory. Students are also expected to take part in the research workshop and participate actively in the final groupwork presentation.

Course books

1. Brand Strategy

LA GESTIONE DEL BRAND   Strategie e Sviluppo

Kevin Lane Keller, Bruno Busacca, Maria Carmela Ostillio

Egea

BRAND EXPERIENCE    Relazioni Impresa – Cliente e Valore di Marca

Renato Fiocca, Rossella C. Gambetti, Chiara Solerio

Franco Angeli

 

2. La Brand Strategy come componente della Marketing Strategy

Recommended text

MARKETING    Il Management Orientato al Mercato.

Alberto Mattiacci e Alberto Pastore Hoepli

Materials distributed during the course.

Assessment

The exam will include an individual interview as well as the assessment of students’ work on case studies in the context of workshops and in-class exercises. A groupwork research project will be required in the context of the workshop on brand identity development and is mandatory for attending students. Further details for this project will be given during the workshop. The evaluation of students’ workshop projects, along with oral assessment of course syllabus (coursebooks and lecture topics, class discussion of exercises and workshop material) will contribute to the final grade. Students’ learning will be evaluated via the individual oral interview based on subject coursebooks as well as the discussion of students’ individual papers from the workshop groupwork activities. The aim is to evaluate both student's course content comprehension and their dialectic ability with regards to use of specialised lexis, reasoning skills and application of acquired knowledge.

Excellent grades will be awarded for:  a solid critical perspective and in-depth knowledge; capacity to link key ideas from the course; the use of an appropriate and specialised lexis. Good grades will be awarded for:  good mnemonic knowledge of the contents; a relatively sound critical perspective and linking of topics; the use of appropriate language. Satisfactory grades will be awarded for: minimal knowledge of key topics, with some gaps; the use of inexact language. Unsatisfactory grades will be awarded for: evident confusion and inaccuracy in relation to key ideas; conspicuous knowledge gaps; the use of indefinite lexis.

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.

Teaching

Recommended coursebooks (see below).

Course books

1. Brand Strategy

LA GESTIONE DEL BRAND   Strategie e Sviluppo

Kevin Lane Keller, Bruno Busacca, Maria Carmela Ostillio Egea

BRAND EXPERIENCE    Relazioni Impresa – Cliente e Valore di Marca

Renato Fiocca, Rossella C. Gambetti, Chiara Solerio

Franco Angeli

 

2. La Brand Strategy come componente della Marketing Strategy

MARKETING    Il Management Orientato al Mercato.

Alberto Mattiacci e Alberto Pastore Hoepli

Assessment

Students will undergo an individual oral interview based on recommended coursebooks. The aim is to evaluate both student's course content comprehension and their dialectic ability with regards to use of specialised lexis, reasoning skills and application of acquired knowledge. It is possibile to present a written document on a topic agreed with the teacher. Excellent grades will be awarded for:  a solid critical perspective and in-depth knowledge; capacity to link key ideas from the course; the use of an appropriate and specialised lexis. Good grades will be awarded for:  good mnemonic knowledge of the contents; a relatively sound critical perspective and linking of topics; the use of appropriate language. Satisfactory grades will be awarded for: minimal knowledge of key topics, with some gaps; the use of inexact language. Unsatisfactory grades will be awarded for: evident confusion and inaccuracy in relation to key ideas; conspicuous knowledge gaps; the use of indefinite lexis.

Notes

For part-time students attendance of the lectures is not mandatory but highly recommended. Attending students who are unable to attend at least 50% of the lectures should contact the Professor personally.

Disability and Specific Learning Disorders (SLD)

Students who have registered their disability certification or SLD certification with the Inclusion and Right to Study Office can request to use conceptual maps (for keywords) during exams.

To this end, it is necessary to send the maps, two weeks before the exam date, to the course instructor, who will verify their compliance with the university guidelines and may request modifications.

Collaborator Chiara Ricci