BERGAMO
Dati Generali
Periodo di attività
Syllabus
Obiettivi Formativi
The objective of the module is to provide students with a critical understanding of the strategic role of brand management in national and international markets. Students will develop the ability to analyse how brands are created, positioned, communicated and managed over time, and to evaluate how branding decisions contribute to organisational value, consumer engagement and competitive advantage. The module also aims to strengthen students’ capacity to apply brand management concepts and frameworks to real business contexts, with attention to cultural, digital and sustainability-related challenges.
Prerequisiti
None is mandatory. A good knowledge of general marketing is appreciated.
Metodi didattici
The course comprises lectures, independent work, and group assignments on the core concepts and real-life cases.
Students are required to:
- Attend at least 75% of the classes to participate actively in the workgroup and business testimonials, and to put into practice the knowledge acquired
- Participate actively in class case discussions and general discussions to develop the collective learning process
- Read papers in advance and contribute to the discussion on other students’ presentations;
- Write case study reports and material in groups and deliver them for reviews to activate the skills related to the topics
Verifica Apprendimento
Attending students: 80% group/individual assignments throughout the duration of the course + 20% exam (15 multiple choice questions on the topics covered in the course)
Non-Attending students: 100% exam consisting of 3 open-ended questions + 15 multiple choice questions (based on the books of the course)
The teaching staff reserve the right to request an additional oral interview, even after the written test, if this is deemed necessary for the purposes of verifying the effective acquisition of the knowledge and skills required by the educational objectives of the course and the correct attribution of the evaluation.
Rounding rule: The final average grade will be rounded to the nearest whole number. If the decimal portion is less than 0.5, the grade will be rounded down. If the decimal portion is 0.5 or greater, the grade will be rounded up.
IMPORTANT NOTICE for 12-Credit Exam Takers:
Students enrolled in the 12-credit Brand Management and Experiential Marketing exam MUST adhere to the following sequence:
- Brand Management module in the first semester
- Experiential Marketing module in the second semester
Grades earned throughout the academic year will remain valid until September 2027 inclusive. The final grade for this course will be determined by averaging the grades received in each module.
Contenuti
Understand the strategic role of brands.
Explore how brand identity, positioning and value propositions are developed.
Analyse the creation and management of brand equity.
Examine consumer-brand relationships, brand loyalty and brand communities.
Study brand architecture, portfolio management and brand extension strategies.
Consider the challenges of managing brands across cultures and international markets.
Evaluate how brands respond to market change, digitalisation, sustainability and stakeholder expectations.
Apply brand management theories to real business cases and contemporary examples.
Altre informazioni
Course attendance is not compulsory but highly recommended.