Fiche détaillée d'un cours


Voir la fiche établissement



IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)C.DEMANGEOT
Intervenant(s)Catherine DEMANGEOT

Pré requis

Students must have a knowledge of basic marketing concepts.

Objectifs du cours

- Evaluate and improve the value of a brand
- Identify, implement, and manage actions aimed at increasing the value of a brand
- Analyse and evaluate the relative importance of the cultural element to develop and launch brands in multicultural environments
- Master the appropriate concepts and models related to brand management, and display expertise in the field of brand management.
Make a professional oral quality presentation using adapted tools.

Contenu du cours

The course provides a comprehensive view of key brand management decisions aimed at exploiting the value of a brand for both consumers and companies. Four key areas are covered in the class: an introduction to how brands work and brand management, the brand equity concept, brand positioning and value, and branding strategies - each of these is considered within a cross-cultural context. Alongside lectures, students will be required to research and analyse brands found in the market. Group and individual assignments are designed so that students can apply the concepts discussed in class and propose their own recommendations as managers of a particular brand. An active, interactive, and critical approach is fundamental for this course.

Industry practitioners will share their experience of how, in practice, they bring brands to life and build brand equity.

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent study
Group Project10,00  
Individual Project11,00  
Independent work
Reference manual 's readings6,00  
Charge de travail globale de l'étudiant48,00  

Méthodes pédagogiques

  • Presentation
  • Research
  • Seminar
  • Project work
  • Interactive class
  • Case study


The course will be assessed via participation in class, as well as a 6-part project, during which students will be responsible for a brand. They will need to carry out primary research to understand perceptions about their brand, before providing an assessment of the brand's positioning and developing recommendations about the development of the brand and its expansion across cultures.

Type de ContrôleDuréeNombrePondération
Continuous assessment
Individual Project0,00250,00
Group Project0,00310,00
TOTAL     100,00


  • Keller, K.L., Apéria, & Georgson, M. (2008), Strategic Brand Management: A European Perspective, Prentice Hall, Harlow. -

  • Aaker, D. (1996), Building Strong Brands, The Free Press, New York. -

Ressources internet

  • IESEG Online

    Course material will be published in the course website.

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