20959 - BRAND BUILDING AND PERFORMANCE MEASUREMENT
Department of Management and Technology
Course taught in English
Course Director:
ANDREA DOSSI
ANDREA DOSSI
Mission & Content Summary
MISSION
The course is aimed, using interactive teaching methodologies based on a real company case, at developing knowledge about designing and managing corporate transformation project. The company (Prometeon, an industrial tyre company) is managing a project of brand transition - from Pirelli brand to the new Prometeon brand. Students will be exposed - using a business simulation, real company materials, keynote speeches from the company, discussion with the top management team of the company about proposals and suggestions for managing the impact of the transformation project (brand building) on the strategic action plan, company performance measurement and evaluation system and incentives.
Ability to manage complex transformation projects, Ai gruppi di studenti sarà richiesto di sviluppare idee e proposte (articolate per le diverse regions e per i diversi business di presenza del Gruppo) lungo le 3 aree di transformation:
- Brand building and brand substitution
- Employer Branding (questa non la svilupperemo)
- Modifica del sistema di Performance measurement and incentives
CONTENT SUMMARY
- Managing execution of complex Corporate Transformation Projects
- Brand building models and phases
- Brand value measurement models
- Re-designing strategic marketing plan, strategic Kpis integrated into the company performance measurement systems and management incentives for supporting brand building
Intended Learning Outcomes (ILO)
KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...
- Understand the critical components for implementing a corporate transformation project
- Identify the key elements connected in the building and development of a (new) brand
- Master the connection between the brand building project and others elements of customer value proposition and marketing resources
- Identify the impact of brand on company performances
- Acquire knowledge of the frameworks for measuring the value of a brand and the kpis for monitoring the brand building project-
APPLYING KNOWLEDGE AND UNDERSTANDING
At the end of the course student will be able to...
- Design the governance system for managing complex projects
- Elaborate a plan for building a brand, and measure it
- Develop ability to team-working
- Discuss proposals with top management team in a real and challenging situation
- Apply knowledge and methodologies in a very complex and "real" business context
Teaching methods
- Lectures
- Guest speaker's talks (in class or in distance)
- Company visits
- Collaborative Works / Assignments
- Interaction/Gamification
DETAILS
Guest Speakers: the course will be opened by a in-class speech from the CEO, supported by speeches and interviews in the website of the business case/simulation, concluded with a discussion of the assignment with the top management team of the company
Company Visit: a virtual company visit is available on the website of the business case/simulation
Collaborativa Assignments: one assignment ofr each group will be launched, tutored and discussed. The assignment will profit from the analysis of company materials, videos, etc... of the business case/simulation available con the website of the course
Interaction: the course and the assignment will be tutored by professors in a very active way, also with the support of company tutors.
Assessment methods
| Continuous assessment | Partial exams | General exam | |
|---|---|---|---|
|
x |
ATTENDING STUDENTS
The assignment is intended to test the students' ability to interact in a constructive way and to think critically. The presentation in-class is aimed to assess students' ability to explain models and choices, to articulate economic reasoning and to discuss in a challengin environment
NOT ATTENDING STUDENTS
The general examination is intended to test students' knowledge of the methods and frameworks of the course
Teaching materials
ATTENDING STUDENTS
Course package (slides, articlaes, documents, etc...) available on BBoard website
NOT ATTENDING STUDENTS
Course package and one textbooks (list of textbooks for non attending students will be made available through BBoard)
Last change 08/07/2024 15:38