Indice degli argomenti

  • Informazioni generali sul corso

    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 - Pharmaceutical Industry
    Via Fabio FIlzi 25/A - 20124 Milano, Italy

    Head Of Communication & Digital - member of Global Digital Commission - digital marketing strategist for Merz Pharma

    In charge of eMedia, communication, digital marketing strategies of the following brands:
    MERZ, MERZ AESTHETICS, RADIESSE, BELOTERO, ULTHERAPY, CELLFINA, MEDERMA, MERZ SPEZIAL

    October 2003 to date:
    University of Teramo - Coste Sant'Agostino - 64100 Teramo -Italy
    Faculty of Communication Sciences

    Brand Management
    Design, Teoria e Tecnica della Grafica Pubblicitaria

    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:



    Starting February 2022

    COURSE BOOKS

    Digital Branding: A complete step-by-step guide to strategy, tactics and measurement

      • Author: Daniel Rowles

    • Edition: KoganPage, 2017, USA (nuova edizione)

      The New Strategic Brand Management: Advanced Insights and Strategic Thinking (New Strategic Brand Management: Creating & Sustaining Brand Equity)

      • Author: Jean-Noël Kapferer
      • Edition: Kogan Page, 2017, 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
        • Social Media Marketing – Manuale di comunicazione aziendale 2.0 – Hoepli – Guido Di Fraia
        • Valore e valori di marca, G. Fabris, L. Minestroni, Franco Angeli, 2004



        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.


        ENTRA NELL'AULA VIRTUALE

      1. Argomento 1

        Kapferer's Identity Prism

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      4. Argomento 4

        • brand_matrix.png

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      7. Argomento 7

        • Digital branding: The brand e-quity development between continuity and discontinuity. File

          Seminar "Digital for Business", the abstract of the Lorenzo Amadio presentation:In a coopetition scenario, the Internet offers pharmaceutical companies the opportunity to co-create their own vision, share new territories, make users part of their corporate identity, and establish connections. The complex transition from face-to-face interaction to the "screen to face" interaction offers new opportunities for the eternal becoming of brand equity, which must harmonize its heritage, delivering consistency and innovation, to be relevant and secure "Profitable customer satisfaction".

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