SYLLABUS

BRAND MANAGEMENT & MEDIA PLANNING | LUMSA 2020-2021

Course description

Effective brand management is the key to developing products and communication strategies that lead to marketing success. Strong brands earn loyalty, add value and convey change.
This course is designed to give a fundamental understanding of what is a brand and how to create, measure and manage successful brand strategies and integrated communication plans, with focus on online paid media.

It explains how to define and position a brand and communicate the brand effectively internally and externally, via owned, earned and paid media.

There will be 15 face2face lessons for a total of 30 hours, starting from October the 7th 2020.

Course introduction.

During the course the following topics will be covered:

Together with a range of branding and media planning theories, the course will focus on real-world cases and experiences, to give students a practical vision of what it means to manage a brand, plan and buy an advertising campaign and what are the critical aspects to consider.

Student are expected to participate in class with project works on real cases, alone or in teams, and to present their work to the classroom. Formative assessment and knowledge checks will be carried out during the course via Kahoot games.

Learning objectives

Upon completing this course, students will be capable of:

Calendar with topics
DAY TOPICS
Wednesday - October, 7 Introduction, brand definitions, branding process part 1 - Brand Owner perspective
Monday - October, 12 Branding process part 2 - the brand value proposition
Wednesday - October, 14 Brand Identification System
Monday - October, 19 Brand Management | Briefing 1st assignment
Wednesday - October, 21 Brand Value - Audit | Bonus track: how to work remotely
Monday - October, 26 NO LESSON
Wednesday - October, 28 Brand Choreography, POE Media
Monday - November, 1 AVA - Week recap | Work remotely
Wednesday - November, 4 AVA - Week recap | How to make a presentation
Monday - November, 9 Key Media Metrics
Wednesday - November, 11 Digital advertising planning
Monday - November, 16 Facebook Business - Briefing 2° assignment
Wednesday - November, 18 Google Ads
Monday - November, 23 Media scenario and how to plan: TV, press, radio, OOH, cinema
Wednesday - November, 26 Media Planning Process - Budget and communication plan
Monday - November, 30 NO LESSON
Wednesday - December, 2 Final presentations and esonero test