|Teaching is organised as follows:|
|Unit||Credits||Academic sector||Period||Academic staff|
|lezione 1||4||SECS-P/08-MANAGEMENT||2° sem lez||
|lezione 2||1||SECS-P/08-MANAGEMENT||2° sem lez||
The course gives an overview about the main problems and conditions which affect the Corporate Identity management in the short and long time, how the stakeholders percept the image of the company and how it could be effectively measured. The brand management allows the company to promote his own identity. The strategies and approaches in the management of the brand portfolio are considered in the course throughout case studies and doctrine. Finally the relation between reputation and image is described and analysed.
The course will take place in italian. See the main description for details of the programme.
The examination consists of an oral exam.
|GARBETT THOMAS F||La corporate image. Come costruire e mantenere l’identità dell’azienda.||Etas||1992|
|KAPFERER J.N.||Re-inventare la marca. Potranno le grandi marche sopravvivere al nuovo mercato? (Edizione 1)||Franco Angeli||2002||8846441249|