Actualités et agenda
Nos formations
Établissement
Matières
MARKETING
Responsable(s)
K.ZEUGNER-ROTH
Intervenant(s)
K.ZEUGNER-ROTH, F.Bartsch
Présentation
Prérequis
No formal prerequisites. However, students should have basic knowledge about marketing concepts.
Objectifs
At the end of the course, the student should be able to:
- Define and understand the concept of branding and brand-related issues
- Know the key strategic choices a brand manager faces in a global environment
- Manage global brands effectively across markets
- Understand & apply relevant theoretical concepts and frameworks to real cases
- Work in an international and intercultural environment
- Define and understand the concept of branding and brand-related issues
- Know the key strategic choices a brand manager faces in a global environment
- Manage global brands effectively across markets
- Understand & apply relevant theoretical concepts and frameworks to real cases
- Work in an international and intercultural environment
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 in the last session of this course. An active, interactive, and critical approach is fundamental for this course.
Modalités
Organisation
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 16,00 | ||
| Autoformation | |||
| Lecture du manuel de référence | 2,00 | ||
| E-Learning | 2,00 | ||
| Recherche | 2,00 | ||
| Travail personnel | |||
| Charge de travail personnel indicative | 6,00 | ||
| Group Project | 12,00 | ||
| Overall student workload | 40,00 | ||
Évaluation
The course will be evaluated based on your participation in class, case studies that will be prepared in groups in class and a MCQ exam.
Ressources
Bibliographie
Keller, K.L. (2012), Strategic Brand Management: Building, Measuring and Managing Brand Equity (Fourth Edition), Harlow: Pearson Education Ltd. -
Advised Books: Johansson, Johny K. (2009), Global Marketing - Foreign Entry, Local Marketing, & Global Management (Fifth Edition), New York: Mc Graw Hill/Irwin. -
Kapferer, J.-N. (2012), The New Strategic Brand Management: Advanced Insights & Strategic Thinking (Fifth Edition), London: Kogan Page. -
Advised Books: Johansson, Johny K. (2009), Global Marketing - Foreign Entry, Local Marketing, & Global Management (Fifth Edition), New York: Mc Graw Hill/Irwin. -
Kapferer, J.-N. (2012), The New Strategic Brand Management: Advanced Insights & Strategic Thinking (Fifth Edition), London: Kogan Page. -
Ressources Internet