MARKETING: BRAND MANAGEMENT AND LICENSING

Second cycle degree in BUSINESS ADMINISTRATION - ECONOMIA E DIREZIONE AZIENDALE (discontinued)

Campus: PADOVA

Language: English

Teaching period: Second Semester

Lecturer: PIERGIORGIO DAL SANTO

Number of ECTS credits allocated: 6


Syllabus
Prerequisites: Marketing I, Marketing II, Retail Merchandising
Examination methods: Creation of a Brand Management Project: through extensive research and personal passion, students work in groups of min. 2/max. 3 students by selecting an existing, strong, international Brand and Licensee/Co-Marketing Partner, thereby developing a new, innovative and coherent Product(s) to be launched through strategic planning in key international markets.
A final written Report and oral Presentation in English are made by the Groups.
Course unit contents: •Introduction to Best Practices in Brand Management
•Brand Mission, Values and Identity
•Brand Equity Valuation and the Creation of Strong Brands
•The Licensing Contract
•Brand Extension in the Fashion Industry
•Case Study: Giorgio Armani Group
•Brand Licensing Planning and Project
•The Project Presentation
•Brand Positioning
•The Creative Project and Brand Communication
•The Licensor – Licensee Relationship
•Case Study: Ralph Lauren, Inc.
•The Operations Plan