First cycle
degree courses
Second cycle
degree courses
Single cycle
degree courses
School of Economics and Political Science
BUSINESS ADMINISTRATION
Course unit
MARKETING: BRAND MANAGEMENT AND LICENSING
EPP3052348, A.A. 2017/18

Information concerning the students who enrolled in A.Y. 2016/17

Information on the course unit
Degree course Second cycle degree in
BUSINESS ADMINISTRATION - ECONOMIA E DIREZIONE AZIENDALE (Ord. 2013)
EP1981, Degree course structure A.Y. 2013/14, A.Y. 2017/18
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Number of ECTS credits allocated 6.0
Type of assessment Mark
Course unit English denomination MARKETING: BRAND MANAGEMENT AND LICENSING
Department of reference Department of Economics and Management
Mandatory attendance No
Language of instruction English
Branch PADOVA

Lecturers
No lecturer assigned to this course unit

ECTS: details
Type Scientific-Disciplinary Sector Credits allocated
Educational activities in elective or integrative disciplines SECS-P/08 Corporate Finance 6.0

Mode of delivery (when and how)
Period Second semester
Year 2nd Year
Teaching method frontal

Organisation of didactics
Type of hours Credits Hours of
teaching
Hours of
Individual study
Shifts
Lecture 6.0 42 108.0 No turn

Calendar
Start of activities 26/02/2018
End of activities 01/06/2018

Syllabus
Prerequisites: Marketing I, Marketing II, Retail Merchandising
Target skills and knowledge: This course focuses on the long-term management of Top 500 Global Brands doing business primarily in the multinational Fashion and Luxury industries. Through the use of strategic Licensing, Brand Extension and Co-Branding activities, the protagonists become the brands' Accessory high profit margin products (Footwear, Eyewear, Cosmetics, Jewelry, Watches, Leather Goods, Furniture, Food, Hotels, Bars, etc.) and their specialty industry, channel of distribution, communication and consumer practices.
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.
Assessment criteria: In order to acquire the necessary course skills for properly completing the final project work, students are expected to attend all classes. By remaining up-to-date on current industry events and actively participating in class discussions signify the student's interest in learning and strengthening key managerial skills. Original firsthand research information, own images and videos, personalized interviews, ad hoc questionnaires, handmade designs and mockups and communication campaigns (i.e. non copied information) assist student/groups in creating and launching successful course projects.
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
Planned learning activities and teaching methods: The course shall be illustrated by current events and practices in international brand management, as well as case studies from the world of Fashion and Luxury brands.
Guest speakers typically include a Licensing Manager from a top international Luxury brand, a Brand Communication specialist and a Manager from a top Licensee.
Special sessions on the China and India markets, plus attention to Power Point Presentations and Public Speaking methods round out the course skills acquired.
Additional notes about suggested reading: Notes are also included in the Moodle eLearning web site
Textbooks (and optional supplementary readings)