Branding and Brands


The University of Rome “Tor Vergata” presents the 2-week Summer School – from July 4th to 14th – on Branding and Brands dedicated also to international students. The Course will focus on Brand Management System, Brand Heritage, Social Media & New Media, Consumer Behaviour and will provide visits to Bulgari Museum and Cinecitta’ Studios Museum in Rome as well as the visit to the florentian Ferragamo Museum.

Lecturers

  • Simonetta Pattuglia
    Prof. Aggr. Marketing, Marketing, Communication and Media, and Sales Management – University of Rome Tor Vergata
  • Giuseppe Basso
    Managing Director Cinecittà Studios
  • Laura Buonocore
    Event Management Ferragamo
  • Elisa Fulco
    Curator, Brand Heritage, Museums, Exhibitions
  • Michela Mingione
    Phd Management – University of Rome Tor Vergata
  • Sara Amoroso
    Phd Management – University of Rome Tor Vergata

Course Schedule (4 – 15 July)

July 4th – Simonetta Pattuglia
– Introduction to Marketing & Branding.
– The new brand management “system”.
– What is and what is not a brand.
– The strategic implications of branding.
– Launching, growing and rejuvenating the brand.
– Branding and new media (Web and social media) – 1st part.

July 5th – Simonetta Pattuglia
– The new brand management “system”.
– What and what is nota brand.
– The strategic implications of branding.
– Launching, growing and rejuvenating the brand.
– Branding and new media (Web and social media) – 2nd part.

July 6th – Sara Amoroso
– Brand & consumer behavior.

July 7th – Michela Mingione
– Brand Alignment.

July 10th – Elisa Fulco
– The brand heritage. Borsalino and other stories.

Visit
– Visit to the Bulgari flaship store in Via Condotti, Rome.
– Visit to the “Bulgari Domus”, museum area in Via Condotti, Rome.

July 11th – Laura Buonocore
– The branding system in Ferragamo.
– The event management.

July 12th – Visit to City of Firenze
– Visit to City of Firenze.
– Visit at Museo Salvatore Ferragamo.

July 13th – TBC
TBC

July 14th – Giuseppe Basso
– Visit to “Cinecitta’ Si Mostra” Museum, Cinecitta’ Studios (Rome).


Programme Cost

10 students: €1800 each

20 students: €1500 each


Course Materials

Pattuglia S. Mingione M. (2016), “Towards a new understanding of brand authenticity: Seeing through the lens of Millennials”, Sinergie Journal of Management, forthcoming

Kapferer J.N. (2015), “The New Strategic Brand Management. Advanced Insight & Strategic Thinking”, Fifth Edition, Kogan Page (some selected chapters)

Pattuglia S., Mingione M., Cherubini S. (2015), “Achieving alignment for corporate brand success: The consumer quest for authenticity and heritage”, Proceedings XXIII Marketing Trends Conference, January 23-24, Paris

Pattuglia S. Mingione S. (2014), “Analysing identity change process through strategic corporate brand alignment: The case study of Cinecittà Studios”, McGrawHill

Pattuglia S. (2011), “Integrated Marketing Communication and Brand Management: the Case Study of Fiat 500”, McGrawHill “Ideas”


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