Fiche détaillée d'un cours


 


Voir la fiche établissement

BRAND COMMUNICATION STRATEGY

2016-2017

IESEG School of Management ( IÉSEG )

Code Cours :

1617-IÉSEG-M1S1-MKT-MA-EI92UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
Master1S1English
Professeur(s) responsable(s)G.DE KERVILER
Intervenant(s)JJ.ANDRE, Colin JEVONS


Pré requis

Business strategy
Market research
Marketing Strategy

Objectifs du cours

Determine and scrutinize a brand's identity;
Measure brand equity;
Evaluate the benefits and risks of co-branding;
Grasp the complexity of an international branding strategy;
Understand the role of communication in the marketing mix;
Differentiate Product, Brand, Institutional and Corporate Communications;
Analyse the challenges of Integrated Marketing Communications;
Master the process of developing a marketing communication in line with strategies and the brand's identity;
Measure tangible and intangible returns on Marketing Communication.

Contenu du cours

1. Corporate Strategy
2. Marketing Strategy
2. Product Policy
2. Brand Identity Prism
3. Co-branding
4. International branding strategies
5. Integrated Marketing Communications
6. Process of Developing a Marketing Communication
7. Evaluation of returns on Marketing Communication Strategy


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
lecture4,00  
Interactive class8,00  
Coaching4,00  
Independent work
Reference manual 's readings12,00  
Research12,00  
Independent study
Group Project4,00  
Estimated personal workload4,00  
Charge de travail globale de l'étudiant48,00  

Méthodes pédagogiques

  • Presentation
  • Research
  • Project work
  • Interactive class
  • Coaching
  • Other


Évaluation

Type de ContrôleDuréeNombrePondération
Others
Group Project3,00150,00
Final Exam
Written exam2,00150,00
TOTAL     100,00

Bibliographie

  • Wheeler A. (2009). Designing Brand Identity. 3rd edition. -

  • Ghauri P. and Cateora P. R. (2010). International Marketing. 3rd edition. -


Ressources internet



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