INTERNATIONAL MARKETING AND BRAND MANAGEMENT MOD II
Global markets have been witnessing the growing relevance of brands in society and the contemporary economy. For companies, brands are fundamental sources of competitive advantage in turbulent markets, where competition rapidly increases and evolves. For the post-modern consumer, brands have progressively been fundamental resources for self-identity production and a unique source of value in the experiential turn of the economy. Globalisation and rising consumer mobility have pushed companies to rethink their brands by considering cross-cultural challenges in the pursuit of sustainable global brands. Brands and branding have become pervasive in people’s lives, not without causing negative reactions amongst consumers, thus forcing companies to re-envision their brands’ essence. The ubiquity of brands and branding has been further boosted by the penetration of branding principles and techniques outside the business domain, in NGOs, universities, cultural institutions such as museums and in countries, regions and cities. Digitalisation has been significantly impacting the way in which brands are conceived and designed, since the web and social media platforms have been radically changing how consumers build relationships with brands.
Based on such background the learning objectives of the course are:
Knowledge and understanding: Students will achieve an understanding of brand management concepts, models and analytic tools as well as strategic branding processes in relation to firms’ internationalisation in the global context. They will develop knowledge of the new brand management trends in relation to digitalisation, with a focus on the underlying mechanisms of brand digitalisation, including global brand value co-creation, connectivity and engagement with customer communities.
Knowledge application ability: At the end of the course, students will be able to conduct a brand analysis and understand and explain underlying brand strategies using technical language.
Autonomous assessment ability: The course aim is to enable students to learn the rationale for brand analysis and be autonomous in analysing, assessing and comparing brands, by stimulating reflections on what to do to strengthen brands. Classroom discussions and project work will boost students’ ability to put the course learning points into practice.
Communication skills: Through discussion sessions and presentations, students will be required to communicate and comprehensively explain the learnt concepts and models as well as the results of individual and group work.
Learning ability: Students will manage their individual study using bibliographic references, group work and individual and group searches for materials and data for the brand analysis. Overall, students are expected to show an ability to apply the built knowledge and develop critical thinking.
The course is addressed to master’s students in management. Students need basic background knowledge in marketing and management.
Section 1: Understanding brands and branding (12 hours)
Brand management: concepts and fields of application; challenges in global branding and internationalization strategies; brand’s role in corporate and business strategies; consumer-based brand; B2B branding; internal branding. Focus: place brand management
Section 2: Strategic brand management (12 hours)
Brand management approaches with particular reference to: brand architecture, the leveraging of secondary associations through brand alliances and co-branding; brand extension. Brand management in the digital scenario; digitalisation and brand equity; digital brand communities and cross-cultural community building; digital branding strategies and brand value co-creation.
Section 3: Brand analysis and measurement (6 hours)
Introduction to techniques of brand analysis and the tracking of brand performance; brand audit methodological framework.
Section 4: Global brand strategies and the Country of Origin (12 hours)
Internationalization strategies, global brands and regionalisation; geographic associations; globalness/localness and brand equity; brand origin in global fragmented value chains; leveraging country-of-origin effect: advantages and challenges.
Section 5: Project work (6 ore)
Students will develop and present a project work based on brand analysis. Presentations will be followed by a classroom discussion integrating theoretical and methodological aspects emerged in the students’ work.
The course is organised in lectures, classroom discussions and case study presentations.
For students regularly attending class, the examination will be composed of two parts: a) project work; b) oral exam. Through the project work the ability to work with brand and branding concepts and models and to autonomously and critically develop a brand analysis will be tested. The oral exam will assess the ability to build arguments based on the theoretical insights developed during the course.
The final mark will result from the average of the two parts of the exam.
For students that do not regularly attend class, the examination will be an oral exam.
Keller, K. L. (2013). Strategic Brand Management. Building, Measuring, and Managing Brand Equity (4th ed.), Pearson: chapters 1, 2, 3, 5 (pp. 187-209), 7 (pp. 259-278), 8, 9, 11, 12 (pp. 432-447), 14.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behaviour, Journal of Business Research 69: 5833-5841.