Topic outline

  • Brand management - Prof. Lorenzo Amadio - a.a. 2016/2017

    Prof. Lorenzo Amadio

    Viale De Gasperi, 98 - 63074 San Benedetto del Tronto (AP) - Italy

    Mobile 349.2388610 - Home 0735.781302

    lorenzo@lorenzoamadio.it

    Date of birth: 29.09.1962 - 63074 San Benedetto del Tronto (AP) - Italy

    Marital status: Married, two children

    Graduated in Modern Literature, University of Urbino, Italy - Degree thesis: "Il campo retorico dell'immagine di marca" "The brand image rethorical field"

    WORK EXPERIENCE
    February 2012 to date:
    MERZ PHARMA ITALIA srl - Via Gustavo Fara 13 - 20124 Milano, Italy
    Pharmaceutics Industry
    eMedia & Communication Director - member of Global Corporate Communication - digital strategist for Merz Pharma GmbH
    In charge of eMedia& communication strategies of the following brands: MERZ, MEDERMA, MERZ SPEZIAL, MERZ AESTHETICS, ULTHERAPY, CELLFINA.
    October 2003 to date:
    University of Teramo - Coste Sant'Agostino - 64100 Teramo -Italy
    Faculty of Communication Sciences
    Brand Management
    January 2009 - 2011
    PUBLICIS ITALIA - Advertsing Agency - Head Of Business Development
    September 2006 - October 2008
    MAXIM ITALIA  - Via I. Rosellini, 12 - 20124 Milano, Italy - Publishing company
    Publishing Director - Marketing and Communication Director
    CATERPILLAR ITALIA - Fashion Clothing & Accessories - Marketing and Communication Director
    November 2008 - Dicember 2009
    January 2005 A- September 2006
    EXPERIENCE SPA - Professional management consulting - Marketing and Communication Manager - Creative Director
    September 2001 - Dicember 2004
    LIFESTYLE COMPANY SRL
    Via Aurelia 714 - 00165 Roma, Italy - Advertising agency - Chief executive manager
    January 1986 - July 2001
    ADPLAN SRL - Advertising Agency - Founder/Creative Director/Managing director
    PUBLICATIONS
    "Nodogon"
    january 2017
    see www.nodogon.com
    "Cyrus Dikto. La sinfonia dell'Immortale"
    Published by Mursia Editore, July 2010
    "Vivere Joyness - liberi di essere nel benessere"
    Published by Sperling & Kupfer


    INFO ABOUT THE COURSE


    OBJECTIVES OF THE COURSE

    • Knowledge and understanding: Acquiring technical-analitical and practical methodology to understand, use and manage a Brand in the new digital media as well as their integration into the macro communication strategies within a company.
    • Applying knowledge and understanding: Understanding and measuring how Digital Brand Branding affects reputation and customer management respect to corporate marketing objectives.
      Understanding the evolution of languages and digital media, online planning, storytelling and content marketing.Understanding how a digital brand stategy contributes to transform the concept of “Brand Equity” into “Brand E-quity”, analyzing storytelling and digital content marketing dynamics.
    • Making judgements: Upon completion of the course, the student shall be able to analyze, understand and process strategies in building, managing and developing the Brand on a digital platform. They shall acquire the tools needed to measure the online results and make any necessary adjustments.
    • Communication: Analyzing evolution, strategies and innovations in the professional use of social media and digital communication 2.0
      Digital branding: creating brand “e-quity” from brand equity; strategy, tactics and measurement; building and managing digital brands in the era of social media: storytelling, social media strategy, web marketing, content marketing, branded contents.
    • Learning skills: Upon completion of the course, the student will reach professional qualifications in line with the current corporate needs in the field of Digital Brand Management.


    PREREQUISITE AND PREPARATORY
    • Prerequisite: Basic knowledge of brand building, corporate image and communication in its various forms: internal, outdoor, promotional, advertising, social and institutional. Basic knowledge on corporate marketing. Web and main social media operative skills.
    • Preparatory: The course aims at conveying theoretical and practical skills as well as a clear overwiew of building, managing and developing brand image both in traditional and digital ambits. The objective is to create rising professionals in the field of digital brand management.

    DUBLIN DESCRIPTORS FOR UNIT


    UNIT 1: Digital Branding - creating brand “e-quity” from brand equity;

    • Knowledge and understanding:  The rhetoric field of a brand: rhetorical operations and building the digital brand strategy. Graphic Design: the functions of identification, differentiation and representation. Visual identity. Brand Design Theory. Kapferer’s brand identity prism. The brand in the company and market scenario: branding and external valuing of the company; brand extension; brand building; brand perceptioning, the new brands storytelling.
      Strategy, tactics and measurement; building and managing digital brands in the era of social media: storytelling, social media strategy, web marketing, content marketing, branded contents. Kapferer’s brand identity prism. The brand in the company and market scenario: branding and external valuing of the company; brand extension; brand building; brand perceptioning.
    • Applying knowledge and understanding:
    • Making judgements:
    • Communication:
    • Learning skills:


    WEEKLY LESSONS

    • Monday hour 08.30 - classroom 5
    • 1° lesson on 20 february 2017 -

    COURSE BOOKS

    Digital Branding: A complete step-by-step guide to strategy, tactics and measurement
    • Author: Daniel Rowles
    • Edition: KoganPage, 2014, USA
    The New Strategic Brand Management: Advanced Insights and Strategic Thinking (New Strategic Brand Management: Creating & Sustaining Brand Equity)
    • Author: Jean-Noël Kapferer
    • Edition: KoganPage, 2014, USA


    Advised text books:

    • Better and Faster. The proven path to unstoppable ideas, Jeremy Gutsche, Marzo 2015
    • Brand Management, R. Fiocca, A. Marino, M. Testori, Etas, 2007
    • Brand Design, Marco Bassani, Saverio Sbalchiero – Alinea Editrice, 2002


    INTERMEDIATE TESTS


    EVALUATION
    The course is articulated over 36 hours split into lessons of theory and fieldwork. Practical sessions will be held during the module to enhance students skills at every stage, checking their knowledge of theoretical contents and their operative competencies in line with the project assigned by the professor.

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