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

Prerequisites

A knowledge of basic marketing obtained from either an introductory course, or practical industry experience in a marketing job.

Learning outcomes

1. Analyze and solve complex problems with the appropriate methodology
2. Make professional quality oral presentations using adapted tools
3. examine the brand and the various functions of brand management
4. describe the various components of a brand and how they interact to affect its value
5. analyse brand communication techniques and apply them to a variety of different issues
6. understand how brand communication messages can change in the marketplace
7. understand the ethics of brand communication strategy
8. generalise and hypothesise from brand communication theory into practice.

Course description

Introduction to brand management, discussion of how this unit is to be taught, customer-based brand equity
Brand vision, positioning and values; components of a brand, services branding
Planning brand communication programmes;points of parity and points of difference
Implementing and resourcing brand communication programmes
Building an integrated brand communication strategy
Ethical issues in brand communication
Communicating the reinforcing, revitalising, and retiring of brands
International brand management communication strategy
Branding in a world of online communication
Strategic brand management communication

Class type

Class structure

Teaching methods

• Case study
• Interactive class
• Presentation

Assessment

Continuous assessment throughout the course by asking students to speak briefly (2-3 minutes) to answer a question that has previously been provided. Students will be selected at random to answer questions, Harvard-style. Significant contributions to class discussion will also earn marks for this component of the assessment. Experience has shown that results from this form of assessment are strongly correlated with exam results.

Recommended reading

• Optional - will not be referred to directly - Kapferer/The New Strategic Brand management -

• Keller/Strategic Brand Management de Chernatony/Creating Powerful Brands -

Internet resources

• Up to date list will be posted on the Moodle site closer to the class time ( we will use current examples)