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'll try to pass my passion, knowledge and experience in these lessons.
There will be also Patrizia Freggi with us, an expert in personal branding and soft skills. And toghether we will teach you how to present a brand... and yourself!I truly hope that you will enjoy this course.
Check your Nicknames and Kahoot points. if you are NOT in the list (or if you have less then 4 games) you are NOT considered attendant.
Kapferer's prism
Students's works
Brand Identification System
October, 24 2024 part 1
Naming, logos, identity elements, brand styleguide.
Brand Choreograpy and POE media
October, 24 2024 part 2
Brand Choreography process, customer journey and touchpoint mapping, buyer personas and POE media.
Key media metrics
November, 7 2024 part 1
Slides will be available after the lesson. PAY ATTENTION AND TAKE NOTES IN CLASS!
<Team competition: let's calculate GRP's
File Excel with the readership data
Online metrics and display advertising
November, 7 2024 part 2
Key online media planning metrics: impressions, viewability, visitors, CTR, Conversion Rate, Engagement Rate, CPM, CPC, CPV; digital planning: display and programmatic advertising.
Native Advertising and Meta for Business
November, 14 2024 part 1
Native Advertising: how to plan social media campaigns.
Kahoot points
Google Ads
November, 14 2024 part 2
Google Ads: advertising on Google Search and YouTube.
Search engine optimization starter guide by Google
Kahoot points
Communication Budget and Media Planning Process
November, 21 2024 part 2
The empirical methods to define a communication budget.
Media planning process.
Kahoot points
30
HOURS
8 lessons
1
PROJECT WORK
Valid for the final grade
1
COMPETITION
Between teams