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Establishment
Teaching content
MARKETING
Training officer(s)
G.DE KERVILER
Stakeholder(s)
Carolina Borges
Présentation
Prerequisite
No formal prerequisites. However, students should have basic knowledge about marketing concepts.
Goal
- Understand brand-related key notions
- Understand and audit global brands' architecture and identity
- Know the key strategic choices a brand manager faces in a global environment
- Plan and deploy a global branding communication strategy
- Understand & apply relevant theoretical concepts and frameworks to real cases
- Understand and audit global brands' architecture and identity
- Know the key strategic choices a brand manager faces in a global environment
- Plan and deploy a global branding communication strategy
- Understand & apply relevant theoretical concepts and frameworks to real cases
Presentation
Lectures on:
- Brand management notions applied to global brands;
- Brand elements, brand identity, brand positioning, brand architecture, brand marketing and communication;
- Customer-based brand equity in a global environment;
- Frameworks, tools and methodologies to deploy global brand strategies.
In addition to lectures, the course consists of simulation exercises in which students will have to critically apply the concepts discussed in class and propose their own strategy and solutions to the various problems and/or situations. An active, interactive, and critical approach is fundamental for this course.
- Brand management notions applied to global brands;
- Brand elements, brand identity, brand positioning, brand architecture, brand marketing and communication;
- Customer-based brand equity in a global environment;
- Frameworks, tools and methodologies to deploy global brand strategies.
In addition to lectures, the course consists of simulation exercises in which students will have to critically apply the concepts discussed in class and propose their own strategy and solutions to the various problems and/or situations. An active, interactive, and critical approach is fundamental for this course.
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 16,00 | ||
| Autoformation | |||
| Recherche | 8,00 | ||
| Travail personnel | |||
| Group Project | 8,00 | ||
| Charge de travail personnel indicative | 8,00 | ||
| Overall student workload | 40,00 | ||
Evaluation
Ressources
Bibliography
Keller, K.L. (2012), Strategic Brand Management: Building, Measuring and Managing Brand Equity (Fourth Edition), Harlow: Pearson Education Ltd. -
Johansson, Johny K. (2009), Global Marketing - Foreign Entry, Local Marketing, & Global Management (Fifth Edition), New York: Mc Graw Hill/Irwin. -
Kapferer, J.-N. (2012), The New Strategic Brand Management: Advanced Insights & Strategic Thinking (Fifth Edition), London: Kogan Page. -
Johansson, Johny K. (2009), Global Marketing - Foreign Entry, Local Marketing, & Global Management (Fifth Edition), New York: Mc Graw Hill/Irwin. -
Kapferer, J.-N. (2012), The New Strategic Brand Management: Advanced Insights & Strategic Thinking (Fifth Edition), London: Kogan Page. -
Internet resources