FORMATIONS |
Fiche détaillée d'un cours
 | BRAND CULTURE AND COMMUNITY | ||
2018-2019 | FrIESEG School of Management
(
IÉSEG
)
| ||
Code Cours : | 1819-IÉSEG-M1S2-MKT-MA-EI16UE | MARKETING | |
| Niveau | Année de formation | Période | Langue d'enseignement |
|---|---|---|---|
| Master | 1 | S2 | FrEnglish |
| Professeur(s) responsable(s) | G.DE KERVILER |
|---|---|
| Intervenant(s) | Patrick Fleurentdidier |
- Ce cours apparaît dans les formations suivantes :
- IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 2,00 ECTS
Pré requis
Attending a Global Brand management lecture to know notions as : media, brand elements, brand values, brand equity, touchpoints, differenciation…
Objectifs du cours
To go beyond brand identity... and usual forms of brand existence
Understand the evolutions of branding...and the modern ways to create added value
Get the way to buid your brand communities...
And the way to feed it : brand culture
Contenu du cours
1. What is really a Brand today ?
2. How to start a brand community ?
3. How to make raise a brand community
4. Brand community and culture
Modalités d'enseignement
Organisation du cours
| Type | Nombre d'heures | Remarques | |
|---|---|---|---|
| Face to face | |||
| Coaching | 2,00 | ||
| Interactive class | 7,00 | ||
| lecture | 7,00 | ||
| Independent work | |||
| E-Learning | 2,00 | ||
| Reference manual 's readings | 2,00 | ||
| Research | 2,00 | ||
| Independent study | |||
| Individual Project | 4,00 | ||
| Estimated personal workload | 5,00 | ||
| Group Project | 5,00 | ||
| Charge de travail globale de l'étudiant | 36,00 | ||
Méthodes pédagogiques
- Case study
- Coaching
- Interactive class
- Presentation
- Project work
- Tutorial
Évaluation
• 50% group work (each lecture) : Incubator
• 25% participation
• 25 % Individual assignement (case studies)
| Type de Contrôle | Durée | Nombre | Pondération |
|---|---|---|---|
| Final Exam | |||
| Oral exam | 0,50 | 1 | 25,00 |
| Continuous assessment | |||
| Oral presentation | 1,00 | 3 | 25,00 |
| Others | |||
| Group Project | 2,00 | 0 | 25,00 |
| Case study | 3,00 | 3 | 25,00 |
| TOTAL | 100,00 | ||
Bibliographie
- "Tribes", Seith Godin -
- • Brand Culture : Jonathan E. Schroeder,Miriam Salzer-Mörling,Søren Askegaard -
- • The Art of Community: Building the New Age of Participation, Jono Bacon -
- • Wikibrands : Sean Moffit and Mike Dover -
Ressources internet
* Informations non contractuelles et pouvant être soumises à modification
