LUMSA 2022-2023 | Stella Romagnoli
Welcome to the Brand Management & Media Planning course website. Here you'll find all the slides that were presented in class, some videos and other useful information for the exam.
My name is Stella Romagnoli and I am a communication professional with more than 30 years of experience in large companies. I hope to have passed my passion, knowledge and experience in these lessons.
I truly hope you enjoyed this course.
October, 4 2022
Introduction to the course.
October, 14 2022
Some news after the rescheduling of the classes.
October, 14 2022 part. 1
Naming, logos, identity elements, brand styleguide.
October, 14 2022 part. 2
Brand Choreographyprocess, customer journey and touchpoint mapping, buyer personas and POE media. Earned media: the STEEPS rules of virality.
October, 21 2022
Paid Media BTL: Events, Sponsoriships, PP and Influencer MK.
Paid Media ATL: Video, audio and text.
Kahoot points
October, 28 2022 part 1
Key media planning metrics: impressions, reach, frequency, GRP's, net and net net cost.
October, 28 2022 part 2
Viewability, CTR, Conversion Rate, Engagement Rate, display and programmatic advertising.
Kahoot points
November, 4 2022 part 1
Native Advertising: how to plan social media campaigns.
Kahoot points
November, 4 2022 part 2
Google Network, advertising on Youtube and Google Search.
Kahoot points
November, 11 2022 part 1
The empirical methods to define a communication budget.
Mentimeter funnel calculations' practice
Mentimeter recap on communication budgetNovember, 11 2022 part 2
Media planning process.
November, 18 2022 part 1
Brand portfolio, brand hierarchy, brand architecture, co-branding.
November, 18 2022 part 2
Brand equity and brand audit.
Interbrand: Best Global Brands 2022
BAV model
9 lessons
Valid for the final grade
Between teams
