In this section you'll find all the information regarding the written test and the final exam.

Even if you have taken the exemption test and you did all the assignments (therefore you have already a final grade), you MUST register for the exam on the Lumsa platform and be present IN PERSON on the exam day to officially accept the grade.
I can verbalize it only on this condition. Otherwise the grade is NOT VALID.

The exemption and assignments' marks will be valid for the whole academic year.

June, 25 2022: exams schedule

Students who accept the final grade:

  • Starting at 11.00 recognition of students begins (in presence). You will be asked to show your ID and officially accept the grade, then your grade will be verbalized;

Students who have to take the written test:

  • At 11.10 recognition of students begins (in presence);
  • At around 11.15 a 30' written test will be activated on the Elearning platform .Brand Management & Media Planning Course, mail @lumsastud, ID: bmmp21. Bring a laptop with you;
  • At around 11.45 the correction of the tests begins. The test is passed with at least 15 points;
  • At around 12.00 acceptance of the final grade begins for the attending students who did the assignments;
  • Orals (for the students who don't have the assignments grade) begin at around 12.10;
  • The exam should end before 13.00.


For attending students (the ones who played Kahoot games and participated in the teamworks) the final grade is calculated as the average of the 30'written test’s mark and the average of the 2 project works’s marks (max 31 points)

For non-attendant students the final grade is the average of the written test’s mark and the oral exams’ mark (3 or 4 questions on the course topics).

The written test is mandatory for everyone.

The written test will be held on the LUMSA eLearning platform

You can sign in using the first part of your lumsastud email:
Brand Management & Media Planning Course, mail @lumsastud, Password: bmmp21

DO IT BEFORE THE EXAM DATE!. Here's the link to the tutorials

attending students FINAL GRADES

Please check if your grades are correct.

Sessions 2021-22
June, 4 2022 11.00 12.00 (following)
June, 25 2022 11.00 12.00 (following)
July, 16 2022 11.00 12.00 (following)
September, 3 2022 10.30 11.00 (following)
September, 24 2022 10.30 11.00 (following)

Some questions to check your preparation:

Click on the headings to open the slides of the specific topics' lesson

You can also practice with the Kahoot tests we did in class: look for "stellaromagnoli"

Brand definitions and Brand Building Process part 1

What is a brand
Understanding the structure of a brand: Kapferer’s Prism
The branding building process
Defining and positioning a brand
Mission, Vision, Values
Brand personality and the 5 J. Aakers dimensions

Brand Building Process part 2

Competitors Analysis, PODs and POPs
Brand Drivers
The Brand Value Proposition

Brand identification System

What is a Brand Identification System
Which are the permanent identity elements
How to choose a brand name
How to choose a web domain name
What’s a tagline
Definitions of logo (wordmark, monogram and icon) and sound logo
What is a Corporate Identity Manual (or Brand Book or Brand Style Guide) and its components

Brand Management

Brand architecture and brand portfolio
The brand/product matrix: width & depth of the brand portfolio
Brand hierarchy
Brand architecture strategies (monolithic, house of brands, endorsed and sub-branding and Hybrid)
Brand extension strategies (diversification and line extensions). Pros & cons.
Co-branding strategies (product-based, communication-based and licencing)

Brand Value and Brand audit

What is Brand Equity and what resources create value for the brand
Why successful brands are important
What to measure to assess Brand Equity
The Brand Audit process and some assessment methodologies: BrandZ Pyramid by Millward Brown (WPP Group), Lovemarks by Saatchi&Saatchi, Brand Asset Valuator

Brand Choreography and POE

Brand Choreography definition and process (5 steps)
Buyer personas
Customer Journey & Touchpoints
Net Promoter Score and Loyalty
Paid, Owned & Earned Media
How to "earn" media
Communication objects in the customer journey and the roles of media

Media below-the-line

Product Placement
Branded Content
Influencer Marketing
The phases of an influencer marketing campaign

Key media metrics

Media investments in Italy
Knowing each advertising media. What do we have to know about each media to plan them?
Impressions (gross and net contacts)
Reach and rating points
Frequency and wear-out effect
GRP’s (& TRP’s)
Online media metrics:
Impressions and viewability
Clicks and CTR
Conversion Rate
Internet pricing models

Internet advertising

Internet and Social media users worldwide and in Italy
Display advertising and how to plan it
Native Advertising
Programmatic Advertising
Real Time Bidding
Programmatic platforms
Programmatic trading strategies: Programmatic Garanteed (or Automated Guaranteed) Preffered deal (or Unreserved Fixed Rate) Private Market Place (or Invitation-Only Auction) Open RTB (or Open Auction)

Facebook/Meta for Business

Meta Business dashboard
Meta for Business channels
Ad types
Facebook campaign process
FB campaign objectives (classification: Awareness, Consideration, Conversion)
The FB campaign structure (ad set…)
The targeting options
FB pricing policy
How to create an ad

Google Ads

SEO and SEM (or SEA)
Google Search ads
Google Ads ad types
Quality score and the auction
Keywords matching options

Other media: TV, Press, Radio, OOH, Cinema

TV audience scenario
How Auditel works
TV media sellers in Italy
TV pricing scale for formats (30” Vs. other lengths)
TV scheduling patterns
Press circulation and audience measurements (ADS and Audipress)
Press characteristics as an advertising medium
Newspapers and Magazines media sellers in Italy
Radio audience measurement (Radio TER)
Radio audience and effectiveness in the media mix
Radio media sellers in Italy
Out Of Home: major categories of outdoor advertising
DOOH (Digital Out Of Home)
How to plan OOH
Cinema as an advertising medium
Audimovie sold tickets data
Cinema media sellers

Media planning process

The 8 steps of the media planning process
The media briefing
What we want to know about the competitors’ planning strategies
Media goals setting
What it means to prepare a media strategy
Preparing the media plan
Media negotiation strategy
Post evaluation: what do we check?

Communication Budget

What is a communication budget
Empirical methods: what do we consider when preparing a Communication Budget?
Arbitrary allocation and inertia method
Affordability or Residual Amount method
Percentage of sales method
Objective and task method
Conversion funnel
Competitive parity budgeting
Allocation and scheduling of the communication costs