This class exists in these courses :
• IÉSEG > IESEG Degree - Programme Grande École > Semester 1 > 2,00 ECTS

Prerequisites

Students should have a basic understanding of entry level marketing theory and practice and some understanding of psychology as it applies to decision making.

Learning outcomes

At the end of the course, the student should be able to:
Understand how to respond to the challenging role of brand management using an industry
respected, “4 C Model”, that captures brand management success and connects to consumer engagement and behavior using a framework of Context, Customers, Competition, Capabilities.
Students will discuss the Role of a 21st Century Brand Manager and Create and Present a “mini- 4 C audit” for increasing brand equity across a trending landscape for brands. Students will apply these tools to create enhance their own Personal Professional Brand Presence.

Course description

Learn current, techniques and tools that managers can employ in the ever-changing world of
Brand Management. Examine the challenge of today’s accelerated age of marketing where brands are now democratized through 24/7 consumer behavior. Sessions offer a framework that connects to psychology, neuroscience and cultural trends. “Active Participation“ is essential.

Class type

Class structure

Teaching methods

• Interactive class
• Presentation
• Project work

Assessment

Students are assessed in oral and written assignments and in active class participation.

Recommended reading

• Websites accessed during class -