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)
F.PANTOJA
Intervenant(s)
SEIBEL Gabriel
Présentation
Prérequis
Be enrolled in the Master in Marketing.
Objectifs
At the end of the course, the student should be able to:
1.C) Communicate effectively in English
2.A) Assess the values of the organization in which they work
3.B) Propose creative solutions within an organization
4.C) Convey powerful messages using contemporary presentation techniques
6.B) Synthesize multifaceted information from various sources across different functional fields
- Perform a full brand development project from A to Z
Brand Creation is a course fully delivered in English where students need to develop a Brand Project for a real company based on the information gathered during the whole semester. The course will mix marketing theory, real business examples and case studies from EAT's experience, in a journey where students will be able to link theory and practice by applying the concepts and methods taught in real life situations.
1.C) Communicate effectively in English
2.A) Assess the values of the organization in which they work
3.B) Propose creative solutions within an organization
4.C) Convey powerful messages using contemporary presentation techniques
6.B) Synthesize multifaceted information from various sources across different functional fields
- Perform a full brand development project from A to Z
Brand Creation is a course fully delivered in English where students need to develop a Brand Project for a real company based on the information gathered during the whole semester. The course will mix marketing theory, real business examples and case studies from EAT's experience, in a journey where students will be able to link theory and practice by applying the concepts and methods taught in real life situations.
Présentation
Session 1 - Branding + Marketing Theory
Session 2 - Strategic Marketing (The basis for Branding) + Brand Analysis Theory
Session 3 - Brand Analysis presentation (Incubated Firm)
Session 4 - Applied Brand Architecture Design
Session 5 - Brand Experience, Storytelling and Elements
Session 6 - Experiential Session (putting theory into practice)
Session 7 - Final Project Presentation
Session 2 - Strategic Marketing (The basis for Branding) + Brand Analysis Theory
Session 3 - Brand Analysis presentation (Incubated Firm)
Session 4 - Applied Brand Architecture Design
Session 5 - Brand Experience, Storytelling and Elements
Session 6 - Experiential Session (putting theory into practice)
Session 7 - Final Project Presentation
Modalités
Organisation
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Coaching | 7,00 | ||
| Cours interactif | 9,00 | ||
| Autoformation | |||
| E-Learning | 2,00 | ||
| Travail personnel | |||
| Group Project | 2,00 | ||
| Overall student workload | 20,00 | ||
Évaluation
Brand Analysis presentation (20)
Quizz 1 (10)
Final Brand Creation Project (50) (70% Professors / 40% Client)
Quizz 2 (10)
Participation (10)
Quizz 1 (10)
Final Brand Creation Project (50) (70% Professors / 40% Client)
Quizz 2 (10)
Participation (10)
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Contrôle continu | |||
| Participation | 0,00 | 0 | 10,00 |
| QCM | 0,00 | 2 | 20,00 |
| Contrôle continu | 0,00 | 0 | 20,00 |
| Autres | |||
| Projet Collectif | 0,00 | 0 | 50,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliographie
Kevin Lane Keller - Strategic Brand Management -