This class exists in these courses :
• IÉSEG > MSc in Digital Marketing & CRM > MSc in Digital Marketing & CRM - Semester 1 > 2,00 ECTS

Prerequisites

General knowledge about marketing management

Learning outcomes

At the end of the course, the student should be able to :
1) Have a deeper understanding of what exactly a brand is and how to develop a successful brand;
2) Understand the concept of brand equity and its major components;
3) Analyze and evaluate brand equity;
4) Understand the importance of good marketing communications in branding;
5) Define and analyze both traditional and contemporary (i.e., modern) brand communication tools and strategies;
6) Propose creative solutions within an organization (LO3B):
Apply the acquired insights to create appropriate and creative brand communication strategies in reaction to or in anticipation of internal or external factors that may influence the company.
7) To develop an integrated and creative marketing communication plan.
8) Predict how business and economic cycles could affect organizational strategy (L05A)
9) Communicate effectively in English (LO1C)
10) Convey powerful messages using contemporary presentation techniques (L04C):
Present effectively the communication plan to convince a manager in a to-the-point 10 minutes video.

Course description

Since the first day marketing was applied, brands have been important. Thus, each marketer needs to understand the basics of branding and brand communications. In this course, we will learn why it is important to develop a strong brand, what exactly constitutes a strong brand, which branding strategies can be applied, what brand value is (i.e. brand equity), how we can evaluate brand equity, etc. Marketing communications play a big role in building and supporting strong brands. That's why this course also focuses on some important brand communication tools and strategies. Not only traditional communication but also more contemporary communication (e.g., product placement, buzz marketing, sponsorship, etc.) will be covered. We will analyze the power and (dis)advantages of these tools to enhance brand value, discuss which tool is most appropriate in which situation and to reach which objective, learn how to develop an integrated marketing communication plan, etc.

Class type

Class structure

Teaching methods

• Case study
• Coaching
• E-learning
• Interactive class
• Presentation
• Project work

Assessment

Students will be evaluated based on:
- In-class continuous assessment: MCQ, games, participation, etc.
- Group projects on a case study and on an integrated marketing communication plan for a specific brand or on a specific branding or communication issue from the literature. The deliverable of the final group assigment is a creative video in which students have to convince me about their brand communications plan.

Recommended reading

• there is no compulsory text book; students receive a copy of the course slides; -

Internet resources

• IESEG Online

  IESEG online: the course website will be used to make the slides of the course, class exercices, and materials for the group projects available to students; also extra material is provided online for students who are interested to go deeper on the course topic and to see extra case studies