Studying at the University of Verona

Here you can find information on the organisational aspects of the Programme, lecture timetables, learning activities and useful contact details for your time at the University, from enrolment to graduation.

This information is intended exclusively for students already enrolled in this course.
If you are a new student interested in enrolling, you can find information about the course of study on the course page:

Laurea magistrale in Marketing e comunicazione d'impresa - Enrollment from 2025/2026

The Study Plan includes all modules, teaching and learning activities that each student will need to undertake during their time at the University.
Please select your Study Plan based on your enrollment year.

CURRICULUM TIPO:
Modules Credits TAF SSD
Between the years: 1°- 2°

Legend | Type of training activity (TTA)

TAF (Type of Educational Activity) All courses and activities are classified into different types of educational activities, indicated by a letter.




S Placements in companies, public or private institutions and professional associations

Teaching code

4S02511

Credits

9

Language

Italian

Scientific Disciplinary Sector (SSD)

SECS-P/08 - MANAGEMENT

Period

Primo Semestre Magistrali dal Oct 2, 2017 al Dec 22, 2017.

Learning outcomes

The 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 regard to corporate identity, the main focus will be on brand as a catalyst of company identity and image.
As for business ethics, special consideration will be devoted to practical issues and the subsequent models and tools.

Program

Corporate Module Brand is nowadays one of the most valuable assets companies can leverage to differentiate their output in the tremendous offerings variety consumers are facing. In the post-modern era, where great ideologies and value systems are drawing back, people interact with brands to build, express or at least integrate their identity. Brands therefore act as a resource consumers can deal with, both on intellectual and on emotional level, to address their identity needs. Brand, finally, can be viewed as one of the most important social texts in contemporary culture. As such, for its formal and substantive features, it is an essential sense-making device in our society. To explore such issues, this course provides relevant and upto-date theories, concepts, techniques, and models in branding. The course will interweave lectures, case discussions, guest speakers, and group projects. Moreover, this course relies on a variety of learning resources; in particolar, beside the textbook, a lot of documents, additional readings, web sites links and materials are made available in the e-learning platform so as to make the course a rich experience in terms of knowledge acquisition. Corporate module aims are: - understand the rationales of brand relevance, both from firm and consumer point of view - understand branding sociological and psychological background - understand the brand meaning building process - acquire brand elements and their working modes - know stages and activities involved in brand design - become familiar with the most recent branding approaches and future trends in branding After examining some introductory topics, the specific contents are organized in three main sections: brand under standing, brand building and brand management. Brand leadership and Brand equity Marketing Institutionalization Evolution of Marketing Modern and Post-Modern Era Post-Modernity & Marketing Consumer personality and consumption choices Brand as a Text / Sign UNDERSTANDING: BRAND ALPHABET Brand origin and Brand definition Brand structure and operating mechanisms Brand Personality, Identity, Image and Reputation Anatomy of the Brand: values, brand elements and brand associations BUILDING A SUCCESSFUL BRAND Challenges in Brand building Brand Positioning and Perceptioning Storytelling Iconic Brand Lovemarks Neurobranding / Behavioral branding Future approaches: Affiliation and Customer Advocacy The speaking brand Human touch Humankind Age of You and Wikibrand BRAND MANAGEMENT Brand Architecture: Branded house and House of brands Brand Extension Brand Portfolio Brand & Happiness (The need for) Marketing reform CIEI Manifesto 2017/18

Reference texts
Author Title Publishing house Year ISBN Notes
K.L. Keller, B. Busacca, M.C. Ostillio La gestione del brand Egea 2005

Examination Methods

The exam will be passed after an oral colloquium.

Textbook:
K.L. Keller, B. Busacca, M.C. Ostillio, La gestione del brand, Egea, Milano, 2005

Students with disabilities or specific learning disorders (SLD), who intend to request the adaptation of the exam, must follow the instructions given HERE