Branding, Creativity and Product Innovation

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Branding, Creativity and Product Innovation

Summer University in Marketing in cooperation with WPP

21-25 June 2021 28 hours

(09:00 a.m. – 12:45 p.m. / 02:00 p.m. – 05:45 p.m.)

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General information

Credits: 4 ECTS (one-week program)

Hours: 28

Faculty Board: Prof. Marco Francesco Mazzù, Dr. Angelo Baccelloni Academic Coordinator: Prof. Marco Francesco Mazzù

e-mail: [email protected]

Course description

The course introduces students to the interdisciplinary field of Marketing Management. The purpose of the course is to provide students with knowledge and awareness of applied brand and product management, including the evolution of tools and techniques and their utilization to maximize Brand and product value and with an extended focus on creativity and product innovation. In addition, the course will focus on marketing themes relevant for the development of specific professional skills. This approach will enable future Marketing Leaders to identify marketing opportunities, select proper tools and methodologies, evaluate the interaction among different approaches and efficiently take advantage of marketing to improve company’s performance.

Course prerequisites

• Basic knowledge of marketing topics

Course objectives and learning outcomes

At the end of the course, students will be able to:

• Comprehend drivers of value in marketing and the link with Brand Equity

• Understand key elements of Brand and Product management and introduce the Brand-Value- Telling-Journey (BVTJ) strategic and operational framework

• Deep - dive into marketing strategy, through applied segmentation, targeting and positioning

• Understand the opportunities from Product, Service, Experience and Relationship

• Experience Product innovation utilizing the Design Thinking methodology applied to Product management, with focus on Features’ development

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• Understand how to deliver Brand Value to customers through communication, while experiencing how to write a creative brief

• Understand main components of Brand P&L and practice on how to manage trade-offs and gain practice on typical metrics in Brand and Product management.

Course grading

The grading components of the one-week program are divided into the following percentages:

• Final exam: 50%

• Active participation: 50%

Luiss University does not offer Pass/Fail grades or Incompletes, but the following grading system is applied:

Luiss

grades Definition US grading system*

30 e lode Excellent A+

30 A

29 Very good A-

28 Good B+

27 B

26

Satisfactory

B-

25 C+

24 C

23

Sufficient

C-

22 D+

21 D

20/19/18 D-

<18 Fail F

*Students are responsible for understanding the Luiss University grading system and their home institution’s minimum grade requirement for the transfer of credit.

Please note that only grades > or = to 18 will be registered and reported on the official transcript. Students who will obtain a final grade < of 18 (F) will receive a declaration, issued by the Summer University Office, reporting this information.

The table below is up to the student, before the departure to check with his/her home university how the Italian grades will be converted in their home university grades.

Student assessment

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• Students will be assessed through a written exam, closed books, with multiple choices. The exam will be at the end of the week.

• Dates of exams CANNOT be changed for any reason, so please organize your personal schedule accordingly.

• Please note: Students with learning disabilities who may need special provisions during exams are required to contact the Luiss Summer University Staff beforehand.

Class participation

Active participation through interaction via chat and Q&A session is encouraged.

Speaking up in class will be highly encouraged and welcomed. It will be expected that students actively listen to their classmates, pay attention, and participate in the class by reading assignments, doing homework and contributing to the overall “virtual” class environment.

Students will be evaluated based on their ability to understand and apply all acquired knowledge to class/team discussions. Each student will be expected to provide opinions, and feedback, and challenge the instructor's and other student's assumptions, in a respectful manner. A correct, active and responsible participation is highly recommended otherwise the participation grade will be strongly affected.

Teaching methodology

Classes will reflect a multi-method methodology, comprising:

• lectures

• discussions

• video materials during classes

• practical exercises

Morning sessions will be mostly based on lectures with slides in class which will introduce students to the specific topics. During lectures, students will be encouraged to discuss the topics presented.

Students are expected to take notes during classes and participate actively in discussions and exercises.

Course readings/resources

• Teaching materials: handouts provided by the lecturer.

• Students will utilize Mural as support software for Design Thinking activities Some of readings used during the course:

Examples of readings used during the course:

1.1 Aaker, D. A., & Joachimsthaler, E. (2000). The brand relationship spectrum: The key to the brand architecture challenge. California management review.

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1.2 Brown, T. (2008). Design Thinking. Harvard Business Review, June 2008, pp. 1-10.

1.3 Farris, P., Bendle, N., Pfeifer, P., & Reibstein, D. (2015). Marketing metrics: The manager's guide to measuring marketing performance. FT Press.

1.4 Farris, P., Gregg, E., Chinn, B., & Razuri, M. (2016). Brand equity: An overview.

1.5 Holt, D. B. (2003). Brands and branding. Boston, MA: Harvard Business School.

1.6 Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22.

1.7 Riesenbeck, H., & Perrey, J. (2009). Power brands: Measuring, making, and managing brand success. John Wiley & Sons.

1.8 Strizhakova, Y., Coulter, R. A., & Price, L. L. (2011). Branding in a global marketplace:

The mediating effects of quality and self-identity brand signals. International Journal of Research in Marketing, 28(4), 342-351.

1.9 Zablah, A. R., Brown, B. P., & Donthu, N. (2010). The relative importance of brands in modified rebuy purchase situations. International Journal of Research in Marketing, 27(3), 248-260.

Course schedule

Please keep in mind that the contents of individual classes may be slightly modified according to the progress of the class.

Lessons Content/Material covered Activities Notes

21-Jun-21 (09:00 a.m. -10:45 a.m.)

Value in marketing, brand equity and intro to Brand-Value- Telling-Journey (BVTJ)

Prof. Marco Francesco Mazzù, Professor of Marketing, Luiss University

Lecture, participation and

discussion

Readings will be distributed in the class

21-Jun-21 (11:00 a.m. -12:45 p.m.)

Identifying the value: reference market, segmentation and targeting

Dr. Marzia Mastrogiacomo, Senior Expert in Branding and Communication, former Senior Vice President Business Unit Lotteries Lottomatica

discussion

21-Jun-21

(02:00 a.m. -03:45 p.m.)

Creating the value: Brand Image and Brand identity Dr. Marzia Mastrogiacomo, Senior Expert in Branding and Communication, former Senior Vice President Business Unit Lotteries Lottomatica

discussion

21-Jun-21 Creating the value: Market Positioning Lecture, Readings will be distributed

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(04:00 p.m. - 05:45 p.m.)

Dr. Marzia Mastrogiacomo, Senior Expert in Branding and Communication, former Senior Vice President Business Unit Lotteries Lottomatica

participation and

discussion

in the class

22-Jun-21 (09:00 a.m.-10:45 a.m.)

Creating the value through “Augmented Products”:

Products, Services, Experiences and Relationships

discussion

22-Jun-21 (11:00 a.m.-12:45 p.m.)

Design thinking for Product Development

• Design Thinking principles and Design Thinking process with its tools and methodologies

• Introduction of challenge: short deepdive and backround of the given product and its actual target group

• Audience data signal

• Persona Exercise

Prof. Francesca Mastrogiacomi, Professor of Practice, senior expert in Design Thinking

Lecture/

Exercise

Experiential learning

22-Jun-21 (02:00 p.m.-03:45 p.m.)

Traditional and new Customer Decision Journeys Prof. Marco Francesco Mazzù, Professor of Marketing, Luiss University

discussion

22-Jun-21

(04:00 p.m. – 05:45 p.m.)

Applied Customer Decision Journey - Exercise

Dr. Angelo Baccelloni Exercise

Guided in-class exercise

23-Jun-21

(09:00 a.m. – 10:45 a.m.)

• Persona & Empathy Map: creation of a highly emotional Persona and Empathy - Map for the new target group

• Finding the Gap: evaluation of the existing idea from the point of view of the new Persona

Exercise with in-class assignment

23-Jun-21 (11:00 a.m. -12:45 p.m. and 02:00 p.m.– 03:45 p.m.)

Managing Brand Profit&Loss

Lecture/

Exercise

Guided in-class exercise

23-Jun-21

(04:00 p.m.– 05:45 p.m.)

Delivering Brand value: Intro to Brand communication Dr. Cinzia Molteni, Marketing Manager Oral Care Colgate Palmolive

discussion

24-Jun-21

(09:00 a.m. - 10:45 a.m.)

• Ideation: additional services or modification of the product (Brainstorming, Mind Mapping), selection of one idea

• Prototyping: low resolution prototype for the idea

• Idea pitch: basics of storytelling or Elevator pitch.

• Pecha Kucha technique

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24-Jun-21

(11:00 a.m. – 12:45 p.m. and 02:00 a.m.

- 03:45 p.m.)

In-class exercise on Communication and Applied Creativity –

Writing and commenting a creative brief

Domenico Greco, Deputy Creative Director, VMLY&R Italy

24-Jun-21

(04:00 p.m. - 05:45 p.m.)

Digital Branding

Domenico Greco, Deputy Creative Director, VMLY&R Italy

Lecture, participation and discussion

25-Jun-20 EXAM

NB: Should the instructor be unavailable; a substitute teacher will give the scheduled or a prepared alternative lecture at the regular class time.

Luiss course policies

Attendance Regulations

Course attendance is a primary requirement for a responsible learning experience at Luiss University.

• Students, in order to be allowed to take the exam and to obtain the course attendance certificate, must attend at least 90% of hours of lessons and activities which are reported on the course syllabus.

• The attendance is counted on a weekly basis.

• Punctuality is mandatory. Students must arrive in class on time: any lateness, leaving class during the lesson without notice, not showing up on time after the break, or leaving earlier, will impact the percentage of presence.

• Students are responsible for keeping track of their absences and for catching up on any missed work.

• Make-up classes are always mandatory as part of the course program.

• For no reason (i.e., religious holidays, travel plans, family matters, etc.) absences will be excused.

• Students will receive an “F” on each exam they miss.

• Students who leave Luiss University before the end of the course he/she is enrolled in, must fill out an Official Withdrawal Request form and return it to Luiss Summer University Office. Students are allowed to withdraw from the courses up to the day before the weekly exam and they will receive an official withdrawal declaration. Students who leave Luiss University without submitting the form will receive an “F” in each non-completed course. In all cases, students will not be eligible for credits nor receive a refund.

• Students who do not attend more than 10% of hours of lessons and activities reported on the course syllabus will have no credits awarded and, without signing the Official Withdrawal Request Form will receive F as final grade.

Please note: It is the student’s responsibility to catch up on any missed work and to keep track of his or her absence/tardiness.

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Assignment submissions

Late submissions of assignments, including papers, are not accepted. If an assignment is submitted after the deadline, the grade for the assignment will be an F = 0 points, which may adversely impact the Final Grade of the course.

Scheduling Conflict

If, on occasion, a class has a scheduling conflict with another class (due to a simultaneously scheduled make- up class, etc.), the student is required to inform both lecturers in advance, allowing them to prepare a formal justification for the class that will be missed. Even though an absence may be excused, students must be aware that there is no possibility of making up any assessed in-class activities they may have missed.

Etiquette

• Electronic devices (cell phones, Smartphones, iPods, iPads, laptops, etc.) must be switched off during class, unless otherwise instructed.

• Students’ behavior must be informed by the principles of dignity, decorum and respect.

• Students must dress in a sober and dignified manner on university premises, keeping in mind they are in an academic institution.

Please note: Instructors who find that a student’s behavior is inappropriate will seek to talk to him/her immediately; if the behavior continues, the instructor is required to contact the appropriate Luiss authority.

Academic Honesty

All student work will be checked for plagiarism.

According to the Luiss Summer University Code of Conduct, “Violations include cheating on tests, plagiarism (taking words or texts, works of art, designs, etc., and presenting them as your own), inadequate citation, recycled work, unauthorized assistance, or similar actions not explicitly mentioned.” Assignments and projects are specific to individual courses; presenting the same work in two different courses (including previous courses) is considered recycling and is unacceptable.

Why is plagiarism bad?

• It is unethical.

• The student will fail the paper and possibly the course.

• Professors are required to report it.

• The student will be put on academic probation.

• The student might even be dismissed from college.

Bottom Line:Students MUST cite the sources they use!

NB: Should issues on academic dishonesty arise, the faculty members will adhere to the relevant Luiss policy and report any suspected cases to the Luiss Course Leader for disciplinary review.

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Useful student resources

Internal Luiss Resources

The Luiss Guido Carli Library offers its users a wide collection of both printed and online periodicals.

To see the database of e-journals currently available, users can consult the dedicated page.

The Luiss Library has subscriptions to a number of databases, organized by:

• subject

• type

• remote access.