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Our Degree Programs
Establishment
Language of instruction
English
Teaching content
MARKETING
Training officer(s)
V.DARMON
Stakeholder(s)
Véronique DARMON
Présentation
Goal
At the end of the course, the student should be able to :
- explain the importance of the offering
- define a product, a brand, a product line, a product mix,
- explain the different type of brands
- explain why managing a brand is important
- Determine product and brand management tactics
- and how to do so
- explain the importance of the offering
- define a product, a brand, a product line, a product mix,
- explain the different type of brands
- explain why managing a brand is important
- Determine product and brand management tactics
- and how to do so
Presentation
- what is a brand ? is there different types of brands ?
- what is brand personality and brand equity ?
- what could be differents branding strategies ?
- why managing a brand is important ?
- how to define a product ?
- the product life-cycle and its caracteristics
- how to manage the different stages of the product life-cycle ?
- Determine product and brand management tactics
- what is brand personality and brand equity ?
- what could be differents branding strategies ?
- why managing a brand is important ?
- how to define a product ?
- the product life-cycle and its caracteristics
- how to manage the different stages of the product life-cycle ?
- Determine product and brand management tactics
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours magistral | 4,00 | ||
| Cours interactif | 12,00 | ||
| Travail personnel | |||
| Group Project | 2,00 | ||
| Overall student workload | 18,00 | ||
Evaluation
This course consists of interactive sessions introducing the concepts and illustrating them through cases and exercises.which could be followed by an oral presentation in class in front of the group.
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Examen (final) | |||
| Examen écrit | 2,00 | 1 | 80,00 |
| Contrôle continu | |||
| Participation | 16,00 | 1 | 20,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
BOONE & KURTZ, principles of Contemporary Marketing (South-Wetern Cengage Learning) -
KOTLER, ARMSTRONG, WONG, SAUNDERS, Principles of Marketing (Prentice Hall) -
KOTLER, ARMSTRONG, WONG, SAUNDERS, Principles of Marketing (Prentice Hall) -