BRAND CREATION

Code Cours
2324-IÉSEG-M1S2-MKT-MA-EI115E
Language of instruction
English
Teaching content
MARKETING
This course occurs in the following program(s)
Training officer(s)
F.PANTOJA
Stakeholder(s)
SEIBEL Gabriel
Level
Master
Program year
Period

Présentation

Prerequisite
Be enrolled in the Master in Marketing.
Goal
At the end of the course, the student should be able to:

1.C) Communicate effectively in English
2.A) Assess the values of the organization in which they work
3.B) Propose creative solutions within an organization
4.C) Convey powerful messages using contemporary presentation techniques
6.B) Synthesize multifaceted information from various sources across different functional fields
- Perform a full brand development project from A to Z

Brand Creation is a course fully delivered in English where students need to develop a Brand Project for a real company based on the information gathered during the whole semester. The course will mix marketing theory, real business examples and case studies from EAT's experience, in a journey where students will be able to link theory and practice by applying the concepts and methods taught in real life situations.
Presentation
Session 1 - Branding + Marketing Theory
Session 2 - Strategic Marketing (The basis for Branding) + Brand Analysis Theory
Session 3 - Brand Analysis presentation (Incubated Firm)
Session 4 - Applied Brand Architecture Design
Session 5 - Brand Experience, Storytelling and Elements
Session 6 - Experiential Session (putting theory into practice)
Session 7 - Final Project Presentation

Modalités

Organization
Type Amount of time Comment
Présentiel
Coaching 7,00
Cours interactif 9,00
Autoformation
E-Learning 2,00
Travail personnel
Group Project 2,00
Overall student workload 20,00
Evaluation
Brand Analysis presentation (20)
Quizz 1 (10)
Final Brand Creation Project (50) (70% Professors / 40% Client)
Quizz 2 (10)
Participation (10)
Control type Duration Amount Weighting
Contrôle continu
Participation 0,00 0 10,00
QCM 0,00 2 20,00
Contrôle continu 0,00 0 20,00
Autres
Projet Collectif 0,00 0 50,00
TOTAL 100,00

Ressources

Bibliography
Kevin Lane Keller - Strategic Brand Management -