• MOOC

During this course, Students are expected to mainly develop the following characteristics:

-          Have an analytical mindset and analytical skills able to integrate creative and managerial attitudes

-          Ability to apply a specialized set of skills and competencies in all the aspects of value creation within the branding process

Develop teamwork skills as a key characterizing aspect of working in global and multicultural companies

Student are expected to :
- know and understand the theoretical foundations for decoding and managing a brand identity;
- know how to interpret the nature of a brand by transferring its values into visual and stylistic codes to be used in brand management and strategy planning;
- be able to manage, plan and coordinate brands and product portfolios in relation to communication, retail and media planning.

The course will be delivered in blended mode through the fruition of a specific MOOC by all students and activities delivered both on line and in class (https://www.pok.polimi.it/courses/course-v1:Polimi+DIGIM03+2021_M1/about).

The MOOC addresses basic knowledge pillars of branding processes with a specific focus on cultural industries (CCIs) and fashion in particular as a crucial and advanced context for analyzing emerging branding strategies within the current digital transformation.

The course will address the following subjects:

Theoretical background

The integration of models belonging to semiotics to understand how to build up or decode a brand identity through the values it represents and how they are perceived and interpreted by final customers.

Brand & design management

From brand identity to brand expressions: translating brand DNA into visual and stylistic codes and managing their different expressions into products, services and communication.
Brand portfolio management: managing different brands reaching different target markets properly managing brand DNA codes not overlapping product/service portfolios.
Product portfolio management: planning and managing products portfolios to balance carryovers and research-oriented products, enhancing markets potential while efficiently planning categories’ in depth and range.
Process planning: planning brand & product management phases and timing and integrating them with parallel processes (ex. communication and retailing).

Communication design & management

From brand management to communication management: translating brand DNA into visual and communication codes constituting the “Corporate Identity”.
Communication design development: translating visual codes into different artefacts for different media (analogic VS digital)

Retail planning: translating brand DNA into visual codes and languages applied into different retail chanels, both physical and digital.

Theoretical contents will be supported by case studies and will find applications in two assignments students will develop during the course.

Questo insegnamento è frequentabile dagli studenti selezionati nell'ambito del progetto di Doppia laurea Product Service System Design/Management Engineering

Pedagogical methods/tools:
Blended contents fruition (MOOC), collective readings and discussion, field projects, teams assignment.

Assessment methods:
- MOOC certificate

- Quality of the collective seminar organized by each team

- Quality of the assignments delivered by each team (2 assignements)

- Quality of the final oral presentation of the assignments

- Active participation to collective reviews

- Final individual test on MOOC contents + readings and seminars

Evaluation:
Each of the following components will be graded and weights as follow:

- MOOC certificate 10%. *If not passed the score will be 18/30

- Team collective seminar 10%

- First group assignment 20%

- Second group assignment 30%

- Final individual test 30%