Actualités et agenda
Nos formations
Établissement
Langue d'enseignement
English
Matières
MARKETING
Responsable(s)
F.Bartsch
Intervenant(s)
C.REFFET, Fabian BARTSCH, FLEURENTDIDIER Patrick
Présentation
Prérequis
The student should have basic knowledge in marketing and show interest for Global Brand Management.
Objectifs
At the end of the course, the student should be able to :
- Master the basic concepts and theory for planning, implementing, and evaluating global management strategies.
- Work effectively in multicultural teams and provide contributions
- Assess and synthesize information from various sources and about different fields
- Manage in an autonomous and pro-active way
- Make professional quality documents and oral presentations
- Master the basic concepts and theory for planning, implementing, and evaluating global management strategies.
- Work effectively in multicultural teams and provide contributions
- Assess and synthesize information from various sources and about different fields
- Manage in an autonomous and pro-active way
- Make professional quality documents and oral presentations
Présentation
This course presents an introduction to global brand management. The topics covered in class include an introduction to brands and brand management, the brand elements, brand positioning, brand architecture, customer-based brand equity, brand image and personality, brand marketing and communication as well as the global brand strategy. In addition to lectures, the course consists of (video) case studies, in which students will have to critically apply the concepts discussed in class and propose their own solutions to the various real-life problems and/or situations. Last but not least, students will be asked to demonstrate their knowledge based on a short MCQ exam at the end of the week. An active, interactive, and critical approach is fundamental for this course.
Modalités
Organisation
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 22,00 | ||
| Travail personnel | |||
| Group Project | 10,00 | ||
| Charge de travail personnel indicative | 10,00 | ||
| Autoformation | |||
| E-Learning | 4,00 | ||
| Recherche | 4,00 | ||
| Overall student workload | 50,00 | ||
Évaluation
The course will be evaluated based on your participation in class, in-class case studies and an MCQ/open question exam.
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Contrôle continu | |||
| Participation | 16,00 | 6 | 15,00 |
| Examen (final) | |||
| Examen écrit | 2,00 | 1 | 35,00 |
| Autres | |||
| Etude de cas | 10,00 | 5 | 50,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliographie
Strategic Brand Management: Building, Measuring and Managing Brand Equity (Fourth Edition), Harlow: Pearson Education Ltd. - Keller, K.L. (2012)
Global Marketing - Foreign Entry, Local Marketing, & Global Management (Fifth Edition), New York: Mc Graw Hill/Irwin. - Johansson, Johny K. (2009)
The New Strategic Brand Management: Advanced Insights & Strategic Thinking (Fifth Edition), London: Kogan Page. - Kapferer, J.-N. (2012)
Global Marketing - Foreign Entry, Local Marketing, & Global Management (Fifth Edition), New York: Mc Graw Hill/Irwin. - Johansson, Johny K. (2009)
The New Strategic Brand Management: Advanced Insights & Strategic Thinking (Fifth Edition), London: Kogan Page. - Kapferer, J.-N. (2012)
Ressources Internet
IESEG Online
The course material (including {video} case studies) is available on the course website
Interbrand