BRAND MANAGEMENT & MEDIA PLANNING | LUMSA 2020-2021
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.
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.
Upon completing this course, students will be capable of:
|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|