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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)K.ZEUGNER-ROTH
Intervenant(s)Katharina ZEUGNER-ROTH, S.LAUTISSIER

Pré requis

No formal prerequisites. However, students should have basic knowledge about marketing concepts.

Objectifs du cours

At the end of the course, the student should be able to:
- Know the basic strategies and tactics in brand management, including the basic brand concepts, brand equity and differentiation.
- Be able to implement and manage global brand actions based on the concepts acquired in class.

Contenu du cours

This course presents an introduction to (global) brand management. The topics covered in class include an introduction to brands and brand management, the brand elements, brand positioning, brand architecture, customer-based brand equity, brand image and personality, brand marketing and communication as well as the global brand strategy. In addition to lectures, the course consists of (video) case studies, in which students will have to critically apply the concepts discussed in class and propose their own solutions to the various real-life problems and/or situations. Last but not least, students will be asked to work on a group project applying the concepts learned in class to a brand of their choice. An active, interactive, and critical approach is fundamental for this course.

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class12,00  
Independent work
Independent study
Group Project9,00  
Estimated personal workload1,00  
Charge de travail globale de l'étudiant30,00  

Méthodes pédagogiques

  • Research
  • Project work
  • Interactive class
  • Case study
  • Coaching


Type de ContrôleDuréeNombrePondération
Continuous assessment
Case study1,00035,00
Group Project10,00135,00
Final Exam
Written exam1,00120,00
TOTAL     100,00


  • Keller, K.L. (2012), Strategic Brand Management: Building, Measuring and Managing Brand Equity (Fourth Edition), Harlow: Pearson Education Ltd. -

  • Advised Books: Johansson, Johny K. (2009), Global Marketing - Foreign Entry, Local Marketing, & Global Management (Fifth Edition), New York: Mc Graw Hill/Irwin. -

  • Kapferer, J.-N. (2012), The New Strategic Brand Management: Advanced Insights & Strategic Thinking (Fifth Edition), London: Kogan Page. -

Ressources internet

* Informations non contractuelles et pouvant être soumises à modification
Vidéo : Un campus à vivre
Notre chaîne Youtube