EXAMS

BRAND MANAGEMENT & MEDIA PLANNING | LUMSA 2022-2023

Exams

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

EXAMS: INSTRUCTION

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 project works’s mark (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

Verification of learning (Exam) - "Non-attending" mode

Non-attending students will have to take a written test with open and closed questions lasting 30 minutes and an oral exam which will have the purpose of evaluating the understanding of the program topics.
The oral exam, consisting of 3-4 open questions on the program, can add a maximum of 3 points, but can also reduce them or define the preparation as inappropriate.
To pass the test and proceed with the oral exam the student must have scored at least 15 points.
Full grade: 30/30 cum laude.

Verification of learning (Exam) - "Attending" mode

Students who participate in at least 70% of the assessment sessions via Kahoot will be considered attending. These quizzes will take place at the end of almost all the lessons to evaluate the understanding of the topics just exposed.
Students who belong to the first half of the final class ranking (by score obtained) will get 1 point to add to the result of the written exam. Other reward points will also be awarded during the course, through participation in Kahoot on topics of particular importance.
Attending students will be organized, at the beginning of the course, in groups and will carry out 1 project work. It will be possible to participate in the "attending" mode even without being enrolled in a group, but it is strongly discouraged.
All attending students will have to take a written test with closed questions lasting 30 minutes. The test is considered passed if the score obtained is at least 15.

The final grade of each student will be determined as follows:
- For those who carry out the group works, the vote will consist of the marks of the project work, which replaces the oral exam, and the final test score + Kahoot points won = {(PW grade) + [(test grade + Kahoot points) / 2)]} / 2
There is also a peer review, which may include penalization or cancellation of the grade of the project work for the student who has not contributed inside the team.
The criteria used for the evaluation of the group works are expressed in a rubric with scores (maximum 31/30) provided at the time of the briefing.
This table explains in detail how the final grade is calculated. The topics of the project works will be defined during the course.

- For the attending student who does NOT carry out group activities, the mark will consist of the final test score + Kahoot points won and the oral. The oral exam, consisting of 3-4 open questions on the program, can add a maximum of 3 points, but can also reduce them or define the preparation as inappropriate.

The project works’ marks and the points obtained through participation in the Kahoot assessments are valid for the entire academic year, regardless of the exam session.
It is not possible to repeat the exercises.
Full grade: 30/30 cum laude.

Sessions 2022-23
DATE TEST ORALS
January, 16 2023 12.00 13.30 (following)
January, 28 2023 8.00 9.30 (following)
February, 11 2023 8.00 9.00 (following)
June, 10 2023 8.30 9.00 (following)
June, 23 2023 12.00 12.30 (following)
July, 15 2023 8.30 9.00 (following)
September, 9 2023 10.30 11.00 (following)
September, 23 2023 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:
Go to Kahoot.Com, log in (or create an account for free) and then, from the query “find me a kahoot about…” write “stellaromagnoli”.
All my public kahoot will appear, choose the ones you are interested in."

Brand definitions and Brand Building Process

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
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 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

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

Advertising ATL

Media investments in Italy
Knowing each advertising media. What do we have to know about each media to plan them?
Internet audience data
The new media landscape: video, audio, text
Addressable TV
Video expressive capabilities
TV audience data in Italy (Auditel)
TV: 30" vs. other formats costs
Cinema as an advertising medium
Audimovie sold tickets data
Cinema media sellers

The new audio lanscape
Radio audience data
Audio expressive capabilities
Press readership data
Why planning newspapers and Magazines?
Circulation data (ADS) and Audipress readership data
Out of Home main characteristics
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

Key media metrics

Impressions (gross and net contacts)
Reach and rating points
Frequency and wear-out effect
GRP’s (& TRP’s)
C/GRP’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
Audiweb
Display advertising and how to plan it
AdBlock
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
Meta for Business campaign process
The FB campaign structure (ad set…)
The targeting options
FB pricing policy
How to create an ad

Google Ads and Youtube ads

SEO and SEM (or SEA)
Google Search ads
Google Ads ad types
How to plan a Youtuve campaign
Youtube targeting options
Google quality score and the auction
Keywords matching options

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

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?

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

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