Formation/Cours

Students must have knowledge about basic concepts in marketing and in strategy.

At the end of the course the student should be able to :

– Understand the importance of brand values for the firms and the consumers
– Understand the key dimensions of brand equity
– Define brand positioning and establish strong brand values
– Able to understand how global environment impacts managerial decisions and determine marketing strategy for managing portfolio in this international context
– Assess the values of the organization in which they work (L02A)
– Identify, implement and management actions aimed at improving brand values across channels
– Propose creative solutions within an organisation (L03.B) and foster innovation by defining Brand extension and co-branding strategies which improve brand values.
– Demonstrate an international mindset (L01.A)

The central objective of the course is to help students to understand the importance of brands values for the firms and the consumers. The course focuses on concepts and cases that underlie marketing decisions in these areas :

– Brand Equity and its implications for managing the portfolio
– Brand positioning and Brand values
– Brand consumer relationships
– Brand Extension
– Brand Name Changes
– Co branding