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PRODUCT AND BRAND MANAGEMENT

2017-2018

IESEG School of Management ( IÉSEG )

Code Cours :

1718-IÉSEG-IN-S1-MKT-IN-EI04UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
Course for exchange studentsTransversal/annéesS1English
Professeur(s) responsable(s)V.DARMON
Intervenant(s)Véronique DARMON


Objectifs du cours

At the end of the course, the student should be able to :
- explain the importance of the offering
- define a product, a brand, a product line, a product mix,
- explain the different type of brands
- explain why managing a brand is important
- Determine product and brand management tactics
- and how to do so

Contenu du cours

- what is a brand ? is there different types of brands ?
- what is brand personality and brand equity ?
- what could be differents branding strategies ?
- why managing a brand is important ?
- how to define a product ?
- the product life-cycle and its caracteristics
- how to manage the different stages of the product life-cycle ?
- Determine product and brand management tactics


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
lecture4,00  
Interactive class12,00  
Independent study
Group Project2,00  
Charge de travail globale de l'étudiant18,00  

Méthodes pédagogiques

  • Research
  • Interactive class
  • Case study


Évaluation

This course consists of interactive sessions introducing the concepts and illustrating them through cases and exercises.which could be followed by an oral presentation in class in front of the group.

Type de ContrôleDuréeNombrePondération
Final Exam
Written exam2,00180,00
Continuous assessment
Participation16,00120,00
TOTAL     100,00

Bibliographie

  • BOONE & KURTZ, principles of Contemporary Marketing (South-Wetern Cengage Learning) -

  • KOTLER, ARMSTRONG, WONG, SAUNDERS, Principles of Marketing (Prentice Hall) -




 
* Informations non contractuelles et pouvant être soumises à modification
 
 
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