Actualités et agenda
Nos formations
Établissement
Langue d'enseignement
English
Matières
MARKETING
Ce cours apparaît dans les formation(s) suivante(s)
Diplôme IÉSEG (Bac +5) Programme Grande École
- Crédits ECTS: 2.00
Responsable(s)
R.TRISH
Intervenant(s)
R.TRISH
Présentation
Prérequis
Students should have a basic understanding of entry level marketing theory and practice and some understanding of psychology as it applies to decision making.
Objectifs
At the end of the course, the student should be able to:
Understand how to respond to the challenging role of brand management using an industry
respected, “4 C Model”, that captures brand management success and connects to consumer engagement and behavior using a framework of Context, Customers, Competition, Capabilities.
Students will discuss the Role of a 21st Century Brand Manager and Create and Present a “mini- 4 C audit” for increasing brand equity across a trending landscape for brands. Students will apply these tools to create enhance their own Personal Professional Brand Presence.
Understand how to respond to the challenging role of brand management using an industry
respected, “4 C Model”, that captures brand management success and connects to consumer engagement and behavior using a framework of Context, Customers, Competition, Capabilities.
Students will discuss the Role of a 21st Century Brand Manager and Create and Present a “mini- 4 C audit” for increasing brand equity across a trending landscape for brands. Students will apply these tools to create enhance their own Personal Professional Brand Presence.
Présentation
Learn current, techniques and tools that managers can employ in the ever-changing world of
Brand Management. Examine the challenge of today’s accelerated age of marketing where brands are now democratized through 24/7 consumer behavior. Sessions offer a framework that connects to psychology, neuroscience and cultural trends. “Active Participation“ is essential.
Brand Management. Examine the challenge of today’s accelerated age of marketing where brands are now democratized through 24/7 consumer behavior. Sessions offer a framework that connects to psychology, neuroscience and cultural trends. “Active Participation“ is essential.
Modalités
Organisation
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 16,00 | Active work and Interactive lecturing. | |
| Travail personnel | |||
| Group Project | 5,00 | One group project | |
| Individual Project | 5,00 | One individual project. | |
| Overall student workload | 26,00 | ||
Évaluation
Students are assessed in oral and written assignments and in active class participation.
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Contrôle continu | |||
| Participation | 0,00 | 0 | 30,00 |
| Autres | |||
| Projet Individuel | 0,00 | 0 | 30,00 |
| Projet Collectif | 0,00 | 0 | 30,00 |
| Rapport écrit | 0,00 | 0 | 10,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliographie
Websites accessed during class -