OUR ACADEMIC DEPARTEMENTS |
Lesson details
 | BRAND CULTURE AND COMMUNITY | ||
2018-2019 | EnIESEG School of Management
(
IÉSEG
)
| ||
Class code : | 1819-IÉSEG-M1S2-MKT-MA-EI16UE | MARKETING | |
| Level | Year | Period | Language of instruction |
|---|---|---|---|
| Master | 1 | S2 | EnEnglish |
| Academic responsibility | G.DE KERVILER |
|---|---|
| Lecturer(s) | Patrick Fleurentdidier |
- This class exists in these courses :
- IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 2,00 ECTS
Prerequisites
Attending a Global Brand management lecture to know notions as : media, brand elements, brand values, brand equity, touchpoints, differenciation…
Learning outcomes
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
Course description
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
Class type
Class structure
| Type of course | Numbers of hours | Comments | |
|---|---|---|---|
| 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 | ||
| Total student workload | 36,00 | ||
Teaching methods
- Case study
- Coaching
- Interactive class
- Presentation
- Project work
- Tutorial
Assessment
• 50% group work (each lecture) : Incubator
• 25% participation
• 25 % Individual assignement (case studies)
| Type of control | Duration | Number | Percentage break-down |
|---|---|---|---|
| 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 | ||
Recommended reading
- "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 -
Internet resources
* This information is non-binding and can be subject to change
