GLOBAL BRAND MANAGEMENT
Année du cours : 3 année(s)
Etablissement : IÉSEG School of Management
Langue : English
Formation(s) dans laquelle/lesquelles le cours apparait :
Période : S1 ou S2
The student should have basic knowledge in marketing and show interest for Global Brand Management.
At the end of the course, the student should be able to :
– Master the basic concepts and theory for planning, implementing, and evaluating global management strategies.
– Work effectively in multicultural teams and provide contributions
– Assess and synthesize information from various sources and about different fields
– Manage in an autonomous and pro-active way
– Make professional quality documents and oral presentations
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 at the end of the week. An active, interactive, and critical approach is fundamental for this course.
