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BRAND CULTURE AND COMMUNITY

2016-2017

IESEG School of Management ( IÉSEG )

Code Cours :

1617-IÉSEG-M1S2-MKT-MA-EI16UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
Master1S2English
Professeur(s) responsable(s)S.LAUTISSIER
Intervenant(s)Stéphane LAUTISSIER


Pré requis

None.

Objectifs du cours

At the end of the course, the student should be able to :
The world today doesn’t work without brand (market, NGO, politics…) but the nature and the roles of brands have evaluated : making participate, connecting people, designing experiences are among the key factors of success of this new way of branding. More and more agile economy needs to be helped and drived by these social brands, which can federate stakeholders and build community, culture, and engagement, that can make companies and associations lasting and creating opportunities. This course wants to help people to understand the wide sense of branding and the value that companies/associations can create with designing interactions and empowering stakeholders.

At the end of the course, the student should be able to:
- identify the basis of a brand culture
- propose to build a relevant brand ecosystem platform for stakeholders
- understand social stakes of the relationship with stakeholders
- propose axis to manage brand ecosystem and community

Contenu du cours

From Branding to Social Branding
Understanding the evolution of branding and emergence of social brands. The first lecture lighten history and the differences between several approaches : making sense, build participation, deliver some connections. Then, students learn the components of this rich and wide approach to start methodology facing their statement. They learn to unerstand the meanings of economic, social and cultural mix of brand ecosystem. Case studies do complete this first step to define basis of brand culture.

Statement and Policies
The brand manager needs to deeply understand he expectations but also the dynamics of stakeholders. Analyzing different kind of insights, the students learn to focus precisely of the statement stakes and the way to create a relevant social architecture of interactions to concern each of their stakeholder.

Connecting and collaborative model making
Building interactions is the real way to create engagement of consumer and stakeholder. In this lecture, students learn to create relevant connections considering sense, timing, story, social dynamics. The goal is to understand the good leverage of management of social dynamics which initiate economic consumption, brand connexion, value creation, social construction.

Ecosystem management
To structure the participation of stakeholders, brand ecosystem needs to have tangible assets, but also intangible assets. This fourth lecture is about nurturing about culture and stakeholders stimulation about values, rites, challenges, exchanges and stories about their common engagement with the brand.


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
lecture8,00  
Interactive class8,00  
Independent work
E-Learning4,00  
Research6,00  
Independent study
Group Project16,00  
Estimated personal workload8,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • E-learning
  • Project work
  • Interactive class


Évaluation

The course work as an global incubator agency which work on optimizing shared sense and shared value of one defined brand. After analyzing global sense of the brand, students, organized in small groups, work on each stakeholders interactions with the brand.

Type de ContrôleDuréeNombrePondération
Continuous assessment
Participation16,00125,00
Others
Individual Project8,00150,00
Final Exam
Written exam2,00125,00
TOTAL     100,00

Bibliographie

  • "WIKIBRANDS: Reinventing Your Company in a Customer-Driven Marketplace" -

  • "Révolution Relation, construire votre écosystème de marque" S.Lautissier, J.Angot - L'Harmattan -

  • The End of Business As Usual: Rewire the Way You Work to Succeed in the Consumer Revolution- Brian Solis - Wiley -

  • The Emergence of The Relationship Economy - by Scott Allen, Jay T. Deragon, Margaret G. Orem and Carter F. Smith -

  • "Tribes", Seith Godin -


Ressources internet



 
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