Università degli Studi di Napoli "Parthenope"

Teaching schedule

Academic year: 
2016/2017
Belonging course: 
Course of Master's Degree Programme on MARKETING AND INTERNATIONAL MANAGEMENT
Location: 
Napoli
Disciplinary sector: 
MANAGEMENT (SECS-P/08)
Credits: 
6
Year of study: 
1
Teachers: 
Cycle: 
First Semester
Hours of front activity: 
48

Language

Course description

BRAND MANAGEMENT (6CFU)
BRAND & RETAIL MANAGEMENT – MODULE I (6CFU)
Prof. Marcello Risitano

The course has as its main objective to provide the analytical tools and methodologies to build, measure and manage customer-based brand equity.

BRAND & RETAIL MANAGEMENT – MODULE II (6CFU)
Prof. Paolo Popoli

The course aims to provide specialized knowledge on management of commercial enterprises, through the analysis of the management aspects that characterize the different types of companies operating in both of wholesale and retail trade sector, as well as current characteristics of distribution systems and industry-distribution relationships.

Prerequisites

BRAND MANAGEMENT (6CFU)
BRAND & RETAIL MANAGEMENT – MODULE I (6CFU)
Prof. Marcello Risitano

The course requires basic knowledge of business management & marketing management.

BRAND & RETAIL MANAGEMENT – MODULE II (6CFU)
Prof. Paolo Popoli

The course is addressed to master students in management. Students need to have basic knowledge in Management and Marketing.

Syllabus

BRAND MANAGEMENT (6CFU)
BRAND & RETAIL MANAGEMENT – MODULE I (6CFU)
Prof. Marcello Risitano

Strategic brand management issues: customer-brand management, brand functions, value creation, customer-based brand equity, brand positioning, brand knowledge structures

Brand Marketing Programs: Brand Elements, Integrating Marketing Communications, Brand Associations, Branding strategies, Naming New Products and Brand Extensions

Measuring Brand Performance: Customer Mindset, Brand Equity Measurement, Brand Experience, Brand Trust, Brand Attachment.

BRAND & RETAIL MANAGEMENT – MODULE II (6CFU)
Prof. Paolo Popoli

The course will analyse the following topics referred to commercial enterprise: Commercial services and distribution forms. Development and variety in the retail and wholesale sectors. Public regulation of commercial activities. E-commerce. Primary strategic decisions. Strategic and operational marketing. Layout and display. Financial management. Technological innovations.

Teaching Methods

Textbooks

BRAND MANAGEMENT (6CFU)
BRAND & RETAIL MANAGEMENT – MODULE I (6CFU)
Prof. Marcello Risitano

Recommended Book.
Keller, K.L. 2012, Strategic Brand Management, 4th Ed., Pearson Education New Jersey (Chapters 1-2-3-4-5-6-7-8-9-10)

Recommended Papers.
Brakus J.J., Schmitt B.H., Zarantonello L., (2009), “Brand Experience: What is It? How do We Measure It? And Does It Affect Loyalty?”, Journal of Marketing, Vol. 73, May, pp. 52-68.
Delgado-Ballester E., Munuera-Alemàn J.L., Yague-Guillèn M.J., (2003), “Development and validation of a brand trust scale”, International Journal of Market Research, Vol. 45, n. 1, pp. 35-53.
Park C.W., MacInnis D.J., Priester J., Eisingerich A.B., Iacobucci D., (2010), “Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers”, Journal of Marketing, Vol. 74, November, pp. 1-17.
Risitano M., Romano R., Quintano M. (2013) – “Analyzing the relationships among critical brand equity drivers and consumer behavioural intentions: an empirical research”, Finanza Marketing e Produzione – Special Issue on Brand Management, n°1, pp. 9-31 (ISSN 1593-2230).

BRAND & RETAIL MANAGEMENT – MODULE II (6CFU)
Prof. Paolo Popoli

SCIARELLI S., VONA R., Management della distribuzione. Elementi di economia e gestione delle imprese commerciali, McGraw-Hill, 2009, chapters: 1, 2, 3, 4, 5, 6, 8, 13, 15, 18, 19.

Learning assessment

More information