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Lesson details

Brand Management
2019-2020	EnISTC - L'ECOLE DES MANAGERS DE LA COMMUNICATION ( ISTC )
Class code :	1920-ISTC-M5A-UE30-MULT	UE30

Level	Year	Period	Language of instruction
Master	5	A	EnFrench

Academic responsibility	V.DURET , C.DUSAUTOIR
Lecturer(s)	-

ISTC > Master in Economics and Business - Specialisation in International Business and Economics Engineering > Semester 1 > 2,00 ECTS
ISTC > Master in Economics and Business - Specialisation in International Business and Economics Engineering > Semester 2 > 2,00 ECTS

Prerequisites

- Understanding the marketing approach as a whole.
- Being able to draw up a marketing plan.
- Knowing the components of the marketing mix.

Learning outcomes

- Understanding the value of a strong brand for a business.
- Knowing the origin and evolution of a brand.
- Grasping the brand capital.
- Being able to manage a brand.
- Knowing the specificities of a luxury brand.

This course develops the following professional skills:
- Understanding, analysing and interpreting one’s environment (general knowledge), including the global context.
- Designing and presenting a through-the-line communication strategy: drawing it up, presenting and defending it (being able to justify the choices made).
- Implementing a communication plan (creation, budget, follow-up).

Course description

Session 1.
- Definition of a brand.
- The various brands.
- The value of a brand.

Session 2.
- How a brand functions.
- The brand capital.

Session 3.
- Managing a brand.
- Luxury brands and their specificities.