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Establishment
Language of instruction
English
Teaching content
MARKETING
This course occurs in the following program(s)
IESEG Degree - Programme Grande École
- Crédits ECTS: 2.00
Training officer(s)
T.LECLERCQ
Stakeholder(s)
Patrick Fleurentdidier
Présentation
Prerequisite
Attending a Global Brand management lecture to know notions as : media, brand elements, brand values, brand equity, touchpoints, differenciation…
Goal
At the end of the course, the student should be able to:
- To go beyond brand identity... and usual forms of brand existence
- Understand the evolutions of branding...and the modern ways to create added value
- Get the way to buid your brand communities...
- And the way to feed it : brand culture
- To go beyond brand identity... and usual forms of brand existence
- Understand the evolutions of branding...and the modern ways to create added value
- Get the way to buid your brand communities...
- And the way to feed it : brand culture
Presentation
1. What is really a Brand today ?
2. How to start a brand community ?
3. How to make raise a brand community
4. Brand community and culture
2. How to start a brand community ?
3. How to make raise a brand community
4. Brand community and culture
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours magistral | 7,00 | ||
| Cours interactif | 7,00 | ||
| Coaching | 2,00 | ||
| Autoformation | |||
| E-Learning | 2,00 | ||
| Recherche | 2,00 | ||
| Lecture du manuel de référence | 2,00 | ||
| Travail personnel | |||
| Group Project | 4,00 | ||
| Charge de travail personnel indicative | 5,00 | ||
| Individual Project | 6,00 | ||
| Overall student workload | 37,00 | ||
Evaluation
• 50% group work (each lecture) : Incubator
• 25% participation
• 25 % Individual assignement (case studies)
• 25% participation
• 25 % Individual assignement (case studies)
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Contrôle continu | |||
| Présentation orale | 1,00 | 3 | 25,00 |
| Autres | |||
| Projet Collectif | 2,00 | 0 | 25,00 |
| Etude de cas | 3,00 | 3 | 25,00 |
| Examen (final) | |||
| Examen oral | 0,30 | 1 | 25,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
"Tribes", Seith Godin -
• Brand Culture : Jonathan E. Schroeder,Miriam Salzer-Mörling,Søren Askegaard -
• The Art of Community: Building the New Age of Participation, Jono Bacon -
• Wikibrands : Sean Moffit and Mike Dover -
• Brand Culture : Jonathan E. Schroeder,Miriam Salzer-Mörling,Søren Askegaard -
• The Art of Community: Building the New Age of Participation, Jono Bacon -
• Wikibrands : Sean Moffit and Mike Dover -
Internet resources