The course aims to analyze the main themes, trends and tools in brand communication. In particular, the concept of brand is explored in depth, highlighting the role of the brand and communication within the value creation process. The main tools of the communication mix are then examined, with reference to both offline and online tools, with particular focus on social media and online advertising.
Busacca, Bertoli, Ostillio (2022). La marca. Costruzione, sviluppo, valutazione. Egea.
Slides presented in class, reports, case studies, papers.
Learning Objectives
The course aims to explore the relevance of the brand in the value creation process. Specifically, the course aims to illustrate the brand as a trusted resource, fundamental for competitive advantage, which has taken on a renewed centrality in the management of market relations, in a scenario characterized by growing immateriality, communicative and relational relevance. Furthermore, the course aims to delve deeper into the strategic importance of brand communication, through understanding the main communication tools available to companies. In fact, the course aims to analyze in depth the tools of the offline and online communication mix, in order to provide an integrated vision of brand communication between traditional tools and new digital frontiers.
The training objectives are the following:
- acquisition of fundamental knowledge regarding the brand concept, with particular reference to its strategic and operational components;
- understanding the characteristics, specificity and critical issues of strategic brand management;
- understanding the relevance of the brand communication process;
- acquisition of fundamental knowledge about the main tools available to companies for integrated communication management.
- development of practical skills in using operational tools for managing offline and online communication tools.
All teaching material relating to the course, notices and communications are regularly uploaded on Moodle. Signing up to Moodle is free.
Type of Assessment
For attending students, the final exam includes the delivery of a project work (group work) and an oral test. Project work aims to develop team working skills, problem solving, and to develop practical skills. The oral test aims to ascertain the knowledge and skills acquired during the course.
For non-attending students, the final exam includes an oral test on a specific program and consists of a conversation with the teacher (4 to 6 questions) aimed at verifying the knowledge acquired and highlighting the ability to deal independently and independently. I criticize a problem relating to teaching topics.
Course program
The main topics covered by the course are the following:
- The brand: relevance and strategic challenges
- New frontiers in brand management: Brand authenticity, Brand experience, Brand storytelling
- Brand identity and recognition signs
- Brand awareness, image and resonance
- The importance of business communication: process and areas of communication
- Sustainability communication and brand activism
- The communication mix between offline and online tools
- Direct marketing, sponsorships and other "traditional" communication tools
- Advertising between traditional media and digital media. Characteristics and trends of digital advertising
- The use of social media for brand communication
- Influencer marketing: strategic relevance, limits and opportunities
- Thematic insights through seminars by industry experts and company cases