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)
G.DE KERVILER
Intervenant(s)
Colin JEVONS
Présentation
Prérequis
A knowledge of basic marketing obtained from either an introductory course, or practical industry experience in a marketing job.
Objectifs
1. Analyze and solve complex problems with the appropriate methodology
2. Make professional quality oral presentations using adapted tools
3. examine the brand and the various functions of brand management
4. describe the various components of a brand and how they interact to affect its value
5. analyse brand communication techniques and apply them to a variety of different issues
6. understand how brand communication messages can change in the marketplace
7. understand the ethics of brand communication strategy
8. generalise and hypothesise from brand communication theory into practice.
2. Make professional quality oral presentations using adapted tools
3. examine the brand and the various functions of brand management
4. describe the various components of a brand and how they interact to affect its value
5. analyse brand communication techniques and apply them to a variety of different issues
6. understand how brand communication messages can change in the marketplace
7. understand the ethics of brand communication strategy
8. generalise and hypothesise from brand communication theory into practice.
Présentation
Introduction to brand management, discussion of how this unit is to be taught, customer-based brand equity
Brand vision, positioning and values; components of a brand, services branding
Planning brand communication programmes;points of parity and points of difference
Implementing and resourcing brand communication programmes
Building an integrated brand communication strategy
Ethical issues in brand communication
Communicating the reinforcing, revitalising, and retiring of brands
International brand management communication strategy
Branding in a world of online communication
Strategic brand management communication
Brand vision, positioning and values; components of a brand, services branding
Planning brand communication programmes;points of parity and points of difference
Implementing and resourcing brand communication programmes
Building an integrated brand communication strategy
Ethical issues in brand communication
Communicating the reinforcing, revitalising, and retiring of brands
International brand management communication strategy
Branding in a world of online communication
Strategic brand management communication
Modalités
Organisation
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours magistral | 8,00 | ||
| Cours interactif | 8,00 | ||
| Autoformation | |||
| Lecture du manuel de référence | 18,00 | ||
| Overall student workload | 34,00 | ||
Évaluation
Continuous assessment throughout the course by asking students to speak briefly (2-3 minutes) to answer a question that has previously been provided. Students will be selected at random to answer questions, Harvard-style. Significant contributions to class discussion will also earn marks for this component of the assessment. Experience has shown that results from this form of assessment are strongly correlated with exam results.
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Examen (final) | |||
| Examen écrit | 2,00 | 1 | 40,00 |
| Contrôle continu | |||
| Participation | 16,00 | 0 | 30,00 |
| Présentation orale | 0,00 | 0 | 30,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliographie
Optional - will not be referred to directly - Kapferer/The New Strategic Brand management -
Keller/Strategic Brand Management de Chernatony/Creating Powerful Brands -
Keller/Strategic Brand Management de Chernatony/Creating Powerful Brands -