Learning outcomes

Course aims at introducing students to the comprehension of corporate identity and business ethics notions both in their theoretical components and in their practical implications.
The broader framework is that of finding the most correct and effective ways companies can follow to manage their relationships with external audiences in a long run perspective.
With reagard to corporate identity, the main focus will be on brand as a catalyst of company identity and imagine.
Speaking of business ethics, such a topic will be developed with special consideration to practical issues and the subsequent models and tools.

Program

Evolution of firm-market relationship
Marketing rise and mid-life crisis
(The need for a ) Marketing Reform
Firm's audiences and touch points
Corporate Personality – Identity – Immge – Reputation
Corporate communication principles
Post-Modern Society – Personality – Consumer
Consumption and brand meaning in a post-modern context
Brand: notion, function, evolution, power, operating mechanisms
Building a succesful brand
Individual and social effects of branding
Ethical issues in branding and corporate behaviour
Principles and operating models for corporate ethics

* * * * *

Textbooks for attending students are the following:
1. Lessons' notes
2. Kevin Lane Keller, Bruno Busacca, Maria Carmela Ostillio, La gestione del brand. Strategie e sviluppo, Egea, Milano, 2005, capp. 7 – 8 – 9 – 11
3. Texts and documents delivered during lectures or through web site

Textbooks for non-attending students are the following:
1. Kevin Lane Keller, Bruno Busacca, Maria Carmela Ostillio, La gestione del brand. Strategie e sviluppo, Egea, Milano, 2005, except capp. 5 – 6 – 10

Examination Methods

The exam will be passed after an oral colloquium.

Teaching materials e documents

•   000 Calendario ultime lezioni   (pdf, it, 147 KB, 03/04/12)
•   00 - Aforismi CIEI 11/12   (pdf, it, 248 KB, 23/05/12)
•   00 - Parole inglesi CIEI 11/12   (pdf, it, 74 KB, 23/05/12)
•   00 - Programma Modulo Corporate - Freq.   (pdf, it, 151 KB, 23/05/12)
•   00 - Programma Modulo Etica - Freq. e Non freq.   (octet-stream, it, 23 KB, 14/05/12)
•   0 - Siti di interesse 5-4-12   (msword, it, 88 KB, 05/04/12)
•   10 - Asymmetric Paternalism - G. Loewenstein   (pdf, it, 361 KB, 19/04/12)
•   10 - Marketer's Guide to Behavioral Economics - McKinsey   (pdf, it, 667 KB, 18/04/12)
•   17 - Brand con integrità - T. Tyrell   (pdf, it, 351 KB, 14/05/12)
•   17 - Different Human Touch - Y. Moon   (pdf, it, 899 KB, 14/05/12)
•   17 - Fabbriche aperte Vicenza   (pdf, it, 1295 KB, 15/05/12)
•   17 - Far parlare prodotto As do Mar   (pdf, it, 1169 KB, 15/05/12)
•   17 - Far parlare prodotto Boggi   (pdf, it, 6196 KB, 15/05/12)
•   17 - Far parlare prodotto - G. Soda E&M 4-2011   (pdf, it, 203 KB, 18/05/12)
•   17 - Far parlare prodotto Loison   (pdf, it, 3914 KB, 15/05/12)
•   17 - Far parlare prodotto Loro Piana   (pdf, it, 1842 KB, 15/05/12)
•   17 - Far parlare prodotto Lube   (pdf, it, 5140 KB, 15/05/12)
•   17 - Far parlare prodotto Pril   (pdf, it, 3758 KB, 15/05/12)
•   17 - Far parlare prodotto Sartori   (pdf, it, 967 KB, 15/05/12)
•   17 - Futuro della marca - F. Fornezza   (pdf, it, 323 KB, 14/05/12)
•   17 - Lavoro Gruppo Fila   (vnd.ms-powerpoint, it, 7914 KB, 15/05/12)
•   17 - Lavoro gruppo Moncler   (vnd.ms-powerpoint, it, 2824 KB, 23/05/12)
•   18 - Calzaturificio FRAU - A. Guolo, Ai piedi del successo, F. Angeli   (pdf, it, 1763 KB, 14/05/12)
•   4 - Different Intro - Y. Moon   (pdf, it, 76 KB, 14/05/12)
•   4 D - Mktg non convenzionale - B. Cova   (pdf, it, 192 KB, 03/04/12)
•   4 D - Percorso Mktg - B. Cova et al.   (pdf, it, 756 KB, 03/04/12)
•   4 D - Punk Marketing   (pdf, it, 56 KB, 03/04/12)
•   4 D - Riflessione sul Mktg - P. Iabichino   (msword, it, 32 KB, 03/04/12)
•   4 - Immoderation Proportion Mktg - Witkowkski   (pdf, it, 92 KB, 03/04/12)
•   4 - Neo-Mktg - Kathy Sierra   (pdf, it, 16 KB, 03/04/12)
•   5 - Dubbio unica certezza - G. Bocca   (pdf, it, 70 KB, 03/04/12)
•   5 - Epoca Moderna - Post-Moderna   (pdf, it, 114 KB, 03/04/12)
•   5 - Era vulnerabilità - V. Codeluppi   (pdf, it, 79 KB, 03/04/12)
•   5 - Il mondo di ieri - S. Zweig   (pdf, it, 2741 KB, 03/04/12)
•   5 - Tratti personalità post-moderna   (pdf, it, 212 KB, 03/04/12)
•   5 - Trend valoriali - Roper Report   (pdf, it, 101 KB, 03/04/12)
•   6 - Cluetrain Manifesto   (octet-stream, it, 23 KB, 03/04/12)
•   6 - Concetti Bernstein - D. Bernstein   (pdf, it, 208 KB, 03/04/12)
•   6 - Elicitazione valori - D. Bernstein   (pdf, it, 311 KB, 03/04/12)
•   6 - Imprese-Persone - D. Bernstein   (pdf, it, 161 KB, 03/04/12)
•   6 - Long Tail - C. Anderson   (pdf, it, 645 KB, 03/04/12)
•   6 - Prologo - D. Bernstein   (pdf, it, 254 KB, 03/04/12)
•   6 - Rise Fall Hit - C. Anderson   (pdf, it, 460 KB, 03/04/12)
•   7 D - Marca post-moderna - A. Semprini   (pdf, it, 174 KB, 03/04/12)
•   7 - Invisible Badge - Change This   (pdf, it, 423 KB, 03/04/12)
•   7 - I perchè della marca - Centromarca   (octet-stream, it, 89 KB, 03/04/12)
•   7 - Test Magnum Algida   (pdf, it, 99 KB, 03/04/12)
•   8 - Brand Architecture   (pdf, it, 38 KB, 03/04/12)
•   8 - Brand e Camorra - Corriere   (pdf, it, 30 KB, 03/04/12)
•   8 - Brand Imperialism is Over - Forbes   (pdf, it, 84 KB, 05/04/12)
•   8 - Manuale Visual Id Compagnia S. Paolo   (pdf, it, 389 KB, 03/04/12)
•   8 - Manuale Visual Id Hyundai Card   (pdf, it, 4593 KB, 03/04/12)
•   8 - Manuale Visual Id Policolor Orgachim   (pdf, it, 9009 KB, 03/04/12)
•   8 - Marca perde identità - E. Finzi   (pdf, it, 90 KB, 03/04/12)
•   9 - 22 Immutable Laws of Branding   (pdf, it, 950 KB, 03/04/12)
•   9 - Brand Bubble - Change This   (pdf, it, 1249 KB, 03/04/12)
•   9 - Branding in a Post-Branded World - Change This   (pdf, it, 797 KB, 03/04/12)
•   9 - Buyology - Change This   (pdf, it, 486 KB, 03/04/12)
•   9 - Grow - Change This   (pdf, it, 453 KB, 03/04/12)
•   9 - How Habits Work - Change This   (pdf, it, 332 KB, 05/04/12)
•   9 - Loyalty beyond reason - K. Roberts   (pdf, it, 151 KB, 05/04/12)
•   9 - Scrivere per il brand - L. Carrada   (pdf, it, 1311 KB, 03/04/12)
•   9 - Story behind Lovemarks - K. Roberts   (pdf, it, 107 KB, 05/04/12)
•   Contro gli esperti - F. Bolelli D   (pdf, it, 583 KB, 16/05/12)
•   Crisi e consumi - M. Losi   (pdf, it, 234 KB, 22/03/12)
•   Demystifying Social Media - McKinsey   (pdf, it, 448 KB, 24/04/12)
•   ETICA - Ethical Breakdowns - HBR 2009   (pdf, it, 2280 KB, 16/05/12)
•   ETICA f/nf - D.Lgs. 231/2001   (pdf, it, 54 KB, 04/04/12)
•   ETICA f/nf - Linee Guida Q-RES   (pdf, it, 230 KB, 04/04/12)
•   ETICA f - No blame organization   (pdf, it, 304 KB, 14/05/12)
•   ETICA f - Slide lez. # 1   (pdf, it, 871 KB, 24/04/12)
•   ETICA f - Slide lez. # 2   (vnd.ms-powerpoint, it, 1434 KB, 15/05/12)
•   ETICA f - Slide lez. # 3   (vnd.ms-powerpoint, it, 1275 KB, 15/05/12)
•   ETICA f - Slide lez. # 4   (vnd.ms-powerpoint, it, 940 KB, 15/05/12)
•   ETICA nf - A Culture of Candor - HBR   (pdf, it, 2515 KB, 04/04/12)
•   ETICA nf - Apple Supplier Code of Conduct   (pdf, it, 77 KB, 04/04/12)
•   ETICA nf - ASSOSIM - Linee Guida   (pdf, it, 1993 KB, 04/04/12)
•   Viva il presente - S. Pinker   (pdf, it, 1332 KB, 23/03/12)