Educational offer - University of Padova

Information on the course unit

Degree course	Second cycle degree in BUSINESS ADMINISTRATION EP2423, Degree course structure A.Y. 2017/18, A.Y. 2019/20	bring this page with you
Degree course track	MANAGEMENT [002PD]
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
E-Learning website	https://elearning.unipd.it/economia/course/view.php?idnumber=2019-EP2423-002PD-2018-EPP3052348-N0
Mandatory attendance	No
Language of instruction	English
Branch	PADOVA
Single Course unit	The Course unit CANNOT be attended under the option Single Course unit attendance
Optional Course unit	The Course unit can be chosen as Optional Course unit

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)