

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

Prof. Aggr. Marketing, Marketing, Communication and Media, and Sales Management – University of Rome Tor Vergata Giuseppe Basso

Managing Director Cinecittà Studios



Managing Director Cinecittà Studios Laura Buonocore

Event Management Ferragamo



Event Management Ferragamo Elisa Fulco

Curator, Brand Heritage, Museums, Exhibitions

Curator, Brand Heritage, Museums, Exhibitions Michela Mingione

Phd Management – University of Rome Tor Vergata

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”