Actualités et agenda
Nos formations
Établissement
Matières
MARKETING
Responsable(s)
G.DE KERVILER
Intervenant(s)
Carolina Borges
Présentation
Prérequis
No formal prerequisites. However, students should have basic knowledge about marketing concepts.
Objectifs
- Understand brand-related key notions
- Understand and audit global brands' architecture and identity
- Know the key strategic choices a brand manager faces in a global environment
- Plan and deploy a global branding communication strategy
- Understand & apply relevant theoretical concepts and frameworks to real cases
- Understand and audit global brands' architecture and identity
- Know the key strategic choices a brand manager faces in a global environment
- Plan and deploy a global branding communication strategy
- Understand & apply relevant theoretical concepts and frameworks to real cases
Présentation
Lectures on:
- Brand management notions applied to global brands;
- Brand elements, brand identity, brand positioning, brand architecture, brand marketing and communication;
- Customer-based brand equity in a global environment;
- Frameworks, tools and methodologies to deploy global brand strategies.
In addition to lectures, the course consists of simulation exercises in which students will have to critically apply the concepts discussed in class and propose their own strategy and solutions to the various problems and/or situations. An active, interactive, and critical approach is fundamental for this course.
- Brand management notions applied to global brands;
- Brand elements, brand identity, brand positioning, brand architecture, brand marketing and communication;
- Customer-based brand equity in a global environment;
- Frameworks, tools and methodologies to deploy global brand strategies.
In addition to lectures, the course consists of simulation exercises in which students will have to critically apply the concepts discussed in class and propose their own strategy and solutions to the various problems and/or situations. An active, interactive, and critical approach is fundamental for this course.
Modalités
Organisation
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 16,00 | ||
| Autoformation | |||
| Recherche | 8,00 | ||
| Travail personnel | |||
| Group Project | 8,00 | ||
| Charge de travail personnel indicative | 8,00 | ||
| Overall student workload | 40,00 | ||
Évaluation
Ressources
Bibliographie
Keller, K.L. (2012), Strategic Brand Management: Building, Measuring and Managing Brand Equity (Fourth Edition), Harlow: Pearson Education Ltd. -
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. -
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