SYLLABUS

MEDIA PLANNING & BRAND MANAGEMENT | LUMSA 2019-2020

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 2019.

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
Monday - October, 7 Introduction, brand definitions, branding process part 1 - Brand Owner perspective
Tuesday - October, 8 Branding process part 2 - the brand value proposition
Monday - October, 14 NO LESSON
Tuesday - October, 15 Brand Identification System - Case study: the new TIM logo
Monday - October, 21 NO LESSON
Tuesday - October, 22 Teamworks' presentation
Monday - October, 28 Brand Journey, Brand Equity and Brand Audit - Teamworks' presentation
Tuesday - October, 29 Brand Management - Teamworks' presentations - Briefing 2° assignment
Monday - November, 4 NO LESSON
Tuesday - November, 5 Brand choreography & customer journey POE
Monday - November, 11 Key Media Metrics
Tuesday - November, 12 Internet Advertising
Monday - November, 18 Google Ads
Tuesday - November, 19 Facebook Business - Briefing 3° assignment
Monday - November, 25 Media scenario and how to plan: TV, press, radio, OOH, cinema
Tuesday - November, 26 Media Planning Process - Written TEST preview and instructions
Monday - December, 2 Budget and communication plan - 30" Written TEST for the Erasmus students
Tuesday - December, 3 Final presentations and award ceremony