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Our Degree Programs
Establishment
Language of instruction
English
Teaching content
MARKETING
Training officer(s)
V.PAUWELS DELASSUS
Stakeholder(s)
V.PAUWELS DELASSUS
Présentation
Prerequisite
Students must have knowledge about basic concepts in marketing and in strategy.
Goal
At the end of the course the student should be able to :
- Understand the importance of brand values for the firms and the consumers
- Understand the key dimensions of brand equity
- Define brand positioning and establish strong brand values
- Able to understand how global environment impacts managerial decisions and determine marketing strategy for managing portfolio in this international context
- Assess the values of the organization in which they work (L02A)
- Identify, implement and management actions aimed at improving brand values across channels
- Propose creative solutions within an organisation (L03.B) and foster innovation by defining Brand extension and co-branding strategies which improve brand values.
- Demonstrate an international mindset (L01.A)
- Understand the importance of brand values for the firms and the consumers
- Understand the key dimensions of brand equity
- Define brand positioning and establish strong brand values
- Able to understand how global environment impacts managerial decisions and determine marketing strategy for managing portfolio in this international context
- Assess the values of the organization in which they work (L02A)
- Identify, implement and management actions aimed at improving brand values across channels
- Propose creative solutions within an organisation (L03.B) and foster innovation by defining Brand extension and co-branding strategies which improve brand values.
- Demonstrate an international mindset (L01.A)
Presentation
The central objective of the course is to help students to understand the importance of brands values for the firms and the consumers. The course focuses on concepts and cases that underlie marketing decisions in these areas :
- Brand Equity and its implications for managing the portfolio
- Brand positioning and Brand values
- Brand consumer relationships
- Brand Extension
- Brand Name Changes
- Co branding
- Brand Equity and its implications for managing the portfolio
- Brand positioning and Brand values
- Brand consumer relationships
- Brand Extension
- Brand Name Changes
- Co branding
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 16,00 | ||
| Travail personnel | |||
| Charge de travail personnel indicative | 10,00 | ||
| Group Project | 24,00 | ||
| Overall student workload | 50,00 | ||
Evaluation
*For each session : analyse and presentation of case study in groups, synthetic presentation of scientific article, discussion and theorical issues
*At the end of the course, each group should present their final project.
Therefore Participation and oral presentation are important.
*At the end of the course, each group should present their final project.
Therefore Participation and oral presentation are important.
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Contrôle continu | |||
| Participation | 0,00 | 0 | 25,00 |
| Examen (final) | |||
| QCM | 0,00 | 0 | 25,00 |
| Autres | |||
| Projet Collectif | 0,00 | 0 | 50,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
Zarentonello L. & Pauwels-Delassus V (2015) The Handbook of Brand Management Scales, Routledge - Taylor & Francis Group -
Keller (2007) Strategic Brand Management, Building, Measuing, and Managing Brand Equity, Third Edition , Pearson, Prentice Hall -
Aaker D.A (2005), Brand Portfolio Strategy : creating Relevance, Differentiation, Energy, Leverage, and Clarity, New York, Free Press -
Kapferer J.N. (2005), the New Strategic Brand Management : creating and sustaining brand Equity Long Term. Free Press -
Keller (2007) Strategic Brand Management, Building, Measuing, and Managing Brand Equity, Third Edition , Pearson, Prentice Hall -
Aaker D.A (2005), Brand Portfolio Strategy : creating Relevance, Differentiation, Energy, Leverage, and Clarity, New York, Free Press -
Kapferer J.N. (2005), the New Strategic Brand Management : creating and sustaining brand Equity Long Term. Free Press -
Internet resources