Master's degree in Marketing and Communication (until 2008-2009)

Course not running

Corporate identity and image (2006/2007)

Course code
Barbara Gaudenzi

Teaching is organised as follows:
Unit Credits Academic sector Period Academic staff
lezione 1 4 SECS-P/08-MANAGEMENT 2° sem lez Barbara Gaudenzi
lezione 2 1 SECS-P/08-MANAGEMENT 2° sem lez Paola Signori

Learning outcomes

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.

Assessment methods and criteria

The examination consists of an oral exam.

Reference books
Author Title Publisher Year ISBN Note
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

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