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Risorse bibliografiche
Risorsa bibliografica obbligatoria
Risorsa bibliografica facoltativa
Scheda Riassuntiva
Anno Accademico 2020/2021
Scuola Scuola del Design
Insegnamento 098449 - BRANDING & COMMUNICATION
Docente Bertola Paola
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 (1097) DESIGN FOR THE FASHION SYSTEM - DESIGN PER IL SISTEMA MODA***AZZZZ098449 - BRANDING & COMMUNICATION
Des (Mag.)(ord. 270) - BV (1159) PRODUCT SERVICE SYSTEM DESIGN - DESIGN PER IL SISTEMA PRODOTTO SERVIZIO***AZZZZ098449 - BRANDING & COMMUNICATION
Des (Mag.)(ord. 270) - BV (1162) DESIGN DELLA COMUNICAZIONE***AZZZZ098449 - BRANDING & COMMUNICATION
Des (Mag.)(ord. 270) - BV (1260) INTERIOR AND SPATIAL DESIGN***AZZZZ098449 - BRANDING & COMMUNICATION
Des (Mag.)(ord. 270) - BV (1261) INTEGRATED PRODUCT DESIGN***AZZZZ098449 - BRANDING & COMMUNICATION
Des (Mag.)(ord. 270) - BV (1262) DIGITAL AND INTERACTION DESIGN***AZZZZ098449 - BRANDING & COMMUNICATION

Obiettivi dell'insegnamento

The objective of the course is to transmit the theoretical and practical basics for understanding how to build, decode and manage a brand identity through the values it represents and how those values are perceived by the end users. Branding and Communication also supplies students with elements of portfolio management and programming of the phases and times of brand and product management, integrating them with the processes connected with communication, sales, media planning. The theory contents, supported by study cases, are then experimented through project activities.


Risultati di apprendimento attesi

Students:
- know and understand the theoretical bases for decoding and managing a brand identity;
- know how to interpret the brand nature, transferring the synthesis into visual and style codes to be used in the project.
- knows how to manage, plan and coordinate brand and product portfolio in relation to communication, sales and media planning.


Argomenti trattati

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.


Prerequisiti

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


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, Fashion Practice - Made in Italy Special Issue,Fascicolo: Volume 6 _ Issue 2 , Editore: Taylor and Fancis, Anno edizione: 2014 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

Forme didattiche
Tipo Forma Didattica Ore di attività svolte in aula
(hh:mm)
Ore di studio autonome
(hh:mm)
Lezione
43:00
86:00
Esercitazione
7:00
14:00
Laboratorio Informatico
0:00
0:00
Laboratorio Sperimentale
0:00
0:00
Laboratorio Di Progetto
0:00
0:00
Totale 50:00 100:00

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
Disponibilità di supporto didattico in lingua inglese

Note Docente
This program has been designed to be delivered in the presence of people, hoping to overcome the health emergency linked to COVID 19.
In the event of a prolonged health emergency, the timetable could vary, providing for the introduction (in part or in full) of online educational activities.
More detailed information on the methods of provision and access, as well as the indications relating to security protocols and social distancing, will be available on the University and School website. More details on teaching will be communicated by the teachers in the manner provided.
schedaincarico v. 1.6.5 / 1.6.5
Area Servizi ICT
03/12/2020