BRAND MANAGEMENT & MEDIA PLANNING

LUMSA 2025-2026 | Stella Romagnoli

Attending students, check your Kahoot points on the Kahoot page.
You will receive the grade and comments regarding your project work by email. Then you will find a recap of the final grade calculation (that includes also the exemption test's result) on the exam page.

PREPARATION FOR THE BRAND MANAGEMENT AND MEDIA PLANNING EXAM FOR NON-ATTENDING STUDENTS

Non-attending students in the Brand Management and Media Planning course at LUMSA are required to take a written test and an oral exam to assess their understanding of the course material.
NO project work is needed. The project work was a group assignment for attending students only.
The program to be studied is the same for attending and non-attending students.
To take the exam, students must sign in on the LUMSA platform and come to the university following the instructions that will be provided a couple of days before the exam date.

Written Test

The written test consists of open and closed questions and lasts for 30 minutes. To prepare for the written test, students should thoroughly review all the course materials, including articles, videos, handouts, and slides, provided on this course website: this page and the syllabus one.

IT IS MANDATORY TO SIGN IN BEFORE THE EXAM DATE AND COMER IN PERSON WITH A VALID ID.
Students can also practice with the visible mock test on the LUMSA Learn platform (Brand Management & Media Planning 2024-25, mail @lumsastud, Password: bmmp21..

Oral Exam

The oral exam consists of 3-4 open questions on the course topics. The purpose of the oral exam is to evaluate the student's ability to apply their knowledge to real-world scenarios and to discuss the course material in a clear and concise manner. To prepare for the oral exam, students should practice answering questions on the exam page.

Additional Tips

In addition to reviewing the course materials and practicing for the exams, non-attending students are also encouraged to: practice with the Kahoot tests that we did in class during the course:
Go to Kahoot.com, log in (or create an account for free) and then, from the query “find me a kahoot about…” write “stellaromagnoli” (NO spaces between first and last name). All my public kahoots will appear, choose the ones you are interested in."

Welcome to the Brand Management & Media Planning 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 toghether we will teach you how to present a brand... and yourself!
I truly hope that you will enjoy this course.

LESSONS 2025/26

Calendar with topics

Introduction

October, 2 2025

Introduction to the course.

Brand building process

October, 2 2025

Brand history and definitions. Kapferer's prism.

Branding process: brand owner's perspective, competitors and target audience insights, brand value proposition.

Kahoot points part 1

Kahoot points part 2

Brand Identification System

October, 9 2025 part 1

Naming, logos, identity elements, brand styleguide.

British Airways Brandbook

Paypal Brand Guidelines

Kahoot points

Brand Choreograpy and POE media

October, 9 2024 part 2

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

Kahoot points

Owned and Earned media

October, 16 2024 part 1

Owned media characteristics: website, social media, direct communication, packaging, branded spaces; Earned media: how to get favourable contents, the STEEPS framework.

Earned media: the STEPPS rules of virality workbook

Kahoot points

Paid Media BTL

October, 31 2024 part 2

Paid Media BTL: Events, Sponsoriships, PP and Influencer MK.

Influencer Marketing Hub

Kahoot points

Key media metrics

October, 23 2025 part 1

Key media planning metrics: contacts, impressions, reach, frequency, effective frequency, GRP's, net and net net cost.

Kahoot points with reward

Online metrics and display advertising

October, 23 2025 part 2

Key online media planning metrics: impressions, viewability, visitors, CTR, Conversion Rate, Engagement Rate, CPM, CPC, CPV; digital planning: display and programmatic advertising.