Teaching code

4S02511

Academic staff

Federico Brunetti, Elena Giaretta

Coordinator

Federico Brunetti

Credits

9

Language

Italian

Scientific Disciplinary Sector (SSD)

SECS-P/08 - MANAGEMENT

Period

primo semestre magistrali dal Sep 30, 2019 al Dec 20, 2019.

Lessons timetable Moodle Seminars 3

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 2018/19 Business Ethics Module The module will introduce the theoretical foundations of business ethics and will examine the main issues raising in a business context, with particular respect to marketing choices. The following topics will be developed, using case studies and group discussion as learning tactics: - the theoretical foundations of business ethics; - the variety of approaches to business ethics; - ethics in marketing choices; - ethics as a form of organizational-cultural innovation: ethical business models; - the benefit corporations.

Examination Methods

The exam will be passed after an oral colloquium.

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

Textbook for Business Ethics module:
Attending students
- Lesson notes
- Project work or
- Estratto da Elena Giaretta, Business ethics e scelte di prodotto (uploaded on e-learning), par 1.4, 2.1, 2.2
- Bazerman M. H., Tenbrunsel A. E., “Ethical Breakdowns”, Harvard Business Review, June 2009 (uploaded on e-learning)

NON attending students
- Bazerman M. H., Tenbrunsel A. E., “Ethical Breakdowns”, Harvard Business Review, June 2009 (uploaded on e-learning)
- Estratto da Elena Giaretta, Business ethics e scelte di prodotto, Cedam, Padova, 2000 (uploaded on e-learning), par. 1.1, 1.2, 1.3, 1.4, 1.6, 2.1, 2.2