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Risorse bibliografiche
Risorsa bibliografica obbligatoria
Risorsa bibliografica facoltativa
Scheda Riassuntiva
Anno Accademico 2015/2016
Scuola Scuola del Design
Insegnamento 098449 - BRANDING & COMMUNICATION
Docente Bertola Paola , Linfante Vittorio
Cfu 6.00 Tipo insegnamento Corso Integrato

Corso di Studi Codice Piano di Studio preventivamente approvato Da (compreso) A (escluso) Nome Sezione Insegnamento
Des (Mag.)(ord. 270) - BV (1164) PRODUCT SERVICE SYSTEM DESIGNPS3AZZZZ098449 - BRANDING & COMMUNICATION
Ing Ind - Inf (Mag.)(ord. 270) - BV (479) MANAGEMENT ENGINEERING - INGEGNERIA GESTIONALEAM AZZZZ097362 - BRANDING AND COMMUNICATION
DBMAZZZZ097362 - BRANDING AND COMMUNICATION
DMIAZZZZ097362 - BRANDING AND COMMUNICATION
FINAZZZZ097362 - BRANDING AND COMMUNICATION
IB AZZZZ097362 - BRANDING AND COMMUNICATION
IM AZZZZ097362 - BRANDING AND COMMUNICATION
OSIAZZZZ097362 - BRANDING AND COMMUNICATION
SCMAZZZZ097362 - BRANDING AND COMMUNICATION

Programma dettagliato e risultati di apprendimento attesi

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 users.

 

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.
  • Communication design development: translating visual codes into different artefacts for different media (analogic VS digital)
  • Communication management and media planning: planning and managing communication strategies to enhancing market potential reaching proper users and facing different competitive scenarios through different media.

Theoretical contents will be supported by case studies and will find an application in a field project assigned to students on a real brand.


Note Sulla Modalità di valutazione

The students will be evaluated trhough:

- their knowledge on lectures and bibligraphical contents;

- their field project.


Bibliografia
Risorsa bibliografica obbligatoriaPaola Bertola e Chiara Colombi (eds.), Fashion Practice - Made in Italy Special Issue, Editore: Taylor and Fancis, Anno edizione: 2014, Fascicolo: Volume 6 _ Issue 2 http://www.tandfonline.com/toc/rffp20/6/2#.Ve2iTc7JBFU
Risorsa bibliografica obbligatoriaMicael Dahlen, Fredrik Lange, Terry Smith, Marketing communication. A brand narrative approach., Editore: Wiley, Anno edizione: 2010
Risorsa bibliografica obbligatoriaJean-Noël Kapferer, The New Strategic Brand Management: Advanced Insights and Strategic Thinking, Editore: Kogan Page (first published 1992 Les Editions d'Organization), Anno edizione: 2012
Risorsa bibliografica facoltativaAndrea Semprini, Marche e mondi possibili. Un approccio semiotico al marketing della marca, Editore: Franco Angeli, Anno edizione: 2002

Mix Forme Didattiche
Tipo Forma Didattica Ore didattiche
lezione
43.0
esercitazione
7.0
laboratorio informatico
0.0
laboratorio sperimentale
0.0
progetto
0.0
laboratorio di progetto
0.0

Informazioni in lingua inglese a supporto dell'internazionalizzazione
Insegnamento erogato in lingua Inglese
Disponibilità di materiale didattico/slides in lingua inglese
Disponibilità di libri di testo/bibliografia in lingua inglese
Possibilità di sostenere l'esame in lingua inglese

Note Docente
16/12/2018 Area Servizi ICT v. 1.4.11 / 1.4.11