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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)S.ARRIVE
Intervenant(s)Sandra ARRIVE

Pré requis

No specific preliminary skill is needed.

Objectifs du cours

At the end of the course, the student should be able to :
One of the main objectives of the course is to draw students' attention on the impacts of social media on brand communication strategy. This course should also enable students to make a critical analyses of a brand presence strategy on social media and to recommend apropriate amendements to this strategy.

Contenu du cours

The course will be divided in four main parts, spread in 7 sessions.
Part 1 (1 session) will be dedicated to brand fundamentals -> what is a brand ? (brand identity/brand image/ brand equity and briefly brand management) - Part 2 (2 sessions) will be dedicated to social media in the new media landscape (quick review of media history, social media typology proposal, review of new consumers behaviors towards social media, answers to the question "why social media cannot be ignored in a brand communiction plan ?") - Part 3 (1 session) will allow us to explore how brands communicate on social media (brands' strategy typlology, answers to the question "what value brands' presence on social media can bring to the brand ?", six examples of successful social media communication strategies, succesful meaning value creation) - Part 4 (2 sessions) will focus on recommandations on social media communication strategy (what are the prerequisites for a brand to be present on social media, focus on the brand content concept, how to become a conversational brand, examples of succesful brands' presence on Facebook) - Session 7 will be dedicated to group projects.

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00   Students will have to read articles before some sessions in order to discuss it with the whole class.
Independent study
Group Project24,00   Case study : students will have (within a group) to choose a specific brand and to analyse its presence strategy on social media within the past months / years (depending on strategy maturity) and then to recommend an appropriate / improved communication
Charge de travail globale de l'étudiant40,00  

Méthodes pédagogiques

  • Presentation
  • Research
  • Project work
  • Interactive class


- student active participation during intercative course (20%)
- case study presentation to the class (80%)

Type de ContrôleDuréeNombrePondération
Continuous assessment
Case study0,00140,00
TOTAL     100,00

* Informations non contractuelles et pouvant être soumises à modification
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