A list of references focused on environmental communication and green marketing will be indicated during the course. Module II: Prof. Rossella Chiara Gambetti COURSE AIMS The course is aimed at analysing the brand concept and the basic dimensions related to branding from a communicational perspective, with a particular focus on innovative branding strategies carried out by companies to engage consumers in longlasting relationships with their brands. COURSE CONTENT The brand and the innovative branding strategies towards consumer-brand engagement 1. The concept of brand, its evolutionary features, its basic advantages offered to consumers and companies. 2. Brand positioning and brand equity. 3. Consumer-brand engagement and consumer touch-points. 4. Innovative branding strategies: Experiential branding. – Branded entertainment. – Brand as a social platform: brand communities and beyond. – Unconventional branding: ambient and guerrilla marketing communication. – READING LIST For attending students J.J. Brakus-B.H. Schmitt-L. Zarantonello, Brand experience: what is it? How is it measured? Journal of Marketing, 73, 2, 2009, pp. 52-68. Does is it affect loyalty?, Marketing Management, 3, 3, L.P. Carbone-S.H. Haeckel, Engineering customer experience. 1994, pp. 9-19. A.F. Firat-C.J. Shultz, From segmentation to fragmentation. Markets and marketing strategy European Journal of Marketing, 31, 3-4, 1997, pp. 183-207. in the postmodern era, A.F. Firat-A. Venkatesh, Liberatory postmodernism and the re-enchantment of consumption, Journal of Consumer Research, 22, 3, 1995, pp. 239-266. R.C. Gambetti, Ambient communication: how to engage consumers in urban touchpoints. Management Review, 52, 3, 2010, pp. 34-51. California R.C. Gambetti-G. Graffigna-S. Biraghi, Grounded theory approach to consumer-brand International Journal of Market Research, 54, 5, engagement: practitioners’ standpoint, 2012, pp. 659-687. Journal of C. Hackley-R. Tiwsakul, Entertainment marketing and experiential consumption, Marketing Communications, 12, 1, 2006, pp. 63-75.
A list of references focused on environmental communication and green marketing will be indicated during the course. Module II: Prof. Rossella Chiara Gambetti COURSE AIMS The course is aimed at analysing the brand concept and the basic dimensions related to branding from a communicational perspective, with a particular focus on innovative branding strategies carried out by companies to engage consumers in longlasting relationships with their brands. COURSE CONTENT The brand and the innovative branding strategies towards consumer-brand engagement 1. The concept of brand, its evolutionary features, its basic advantages offered to consumers and companies. 2. Brand positioning and brand equity. 3. Consumer-brand engagement and consumer touch-points. 4. Innovative branding strategies: – Experiential branding. – Branded entertainment. – Brand as a social platform: brand communities and beyond. – Unconventional branding: ambient and guerrilla marketing communication. READING LIST For attending students J.J. Brakus-B.H. Schmitt-L. Zarantonello, Brand experience: what is it? How is it measured? Does is it affect loyalty?, Journal of Marketing, 73, 2, 2009, pp. 52-68. L.P. Carbone-S.H. Haeckel, Engineering customer experience. Marketing Management, 3, 3, 1994, pp. 9-19. A.F. Firat-C.J. Shultz, From segmentation to fragmentation. Markets and marketing strategy in the postmodern era, European Journal of Marketing, 31, 3-4, 1997, pp. 183-207. A.F. Firat-A. Venkatesh, Liberatory postmodernism and the re-enchantment of consumption, Journal of Consumer Research, 22, 3, 1995, pp. 239-266. R.C. Gambetti, Ambient communication: how to engage consumers in urban touchpoints. California Management Review, 52, 3, 2010, pp. 34-51. R.C. Gambetti-G. Graffigna-S. Biraghi, Grounded theory approach to consumer-brand engagement: practitioners’ standpoint, International Journal of Market Research, 54, 5, 2012, pp. 659-687. C. Hackley-R. Tiwsakul, Entertainment marketing and experiential consumption, Journal of Marketing Communications, 12, 1, 2006, pp. 63-75.
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