BRANDING & DIGITAL REPUTATION

LUMSA 2026-2027 | Stella Romagnoli

Welcome to the Branding & Digital Reputation 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 together we will teach you how to present a brand... and yourself!
I truly hope that you will enjoy this course.

IMPORTANT: November 30: class will begin at 2 p.m.


IMPORTANT: There will be NO class on December 7.
The course will conclude on December 14 with the presentations of the best project works and the exemption test.

Online lesson · Monday, November 16

Join the lesson on Google Meet

This lesson takes place also online. From 2:00 PM each group works on its own in a separate virtual room.

Plenary lesson

Branding & Digital Reputation

11:00 AM – 4:00 PM

Join the lesson →
Group work

Group 1

2:00 – 4:00 PM

Join Group 1 →
Group work

Group 2

2:00 – 4:00 PM

Join Group 2 →
Group work

Group 3

2:00 – 4:00 PM

Join Group 3 →
Group work

Group 4

2:00 – 4:00 PM

Join Group 4 →

Times are Italian time (Europe/Rome). Links open in a new tab.

Introduction

October, 5 2026

Introduction to the course.

Brand

October, 5 2026

Brand history and definitions. Kapferer's prism.

Branding process

October, 12 2026

Branding process: brand owner's perspective, competitors and target audience insights, brand value proposition.
Project work: Week 1 instructions

Kahoot points

Brand Identification System

October, 19 2026

Naming, logos, identity elements, brand styleguide.

British Airways Brandbook

Paypal Brand Guidelines

Kahoot points0

Brand Choreograpy in the age of AI

October, 26

Brand Choreography process, customer journey and touchpoint mapping, buyer personas and POE media.

Mc Kinsey & Company | New front door to the internet: Winning in the age of AI search

Capgemini | Exploring the AI-powered commerce shift underway

Kahoot points

Owned and Earned media

November, 2

Owned media characteristics: website, social media, direct communication, content strategy and AI; Earned media: how to get favourable contents, the STEEPS framework.

Earned media: the STEPPS rules of virality workbook

Kahoot points

How to make a presentation

November 2 part 2

How to prepare a deck of slides that could be read or presented in person.

Key media planning metrics

November 9 2026

Key media planning metrics: contacts, impressions, reach, frequency, effective frequency, GRP's, net and net net cost; viewability, visitors, CTR, Conversion Rate, Engagement Rate, CPM, CPC, CPV.

Kahoot points with reward

Influencer MK

November 9 2026 part 2

influencer MK: classification, how to implement an influencer MK campaign.

40

HOURS

10 lessons

1

PROJECT WORK

Valid for the final grade

1

COMPETITION

Between teams

© 2026 -

STELLA ROMAGNOLI

Privacy Policy

Cookie Policy