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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)T.TESSITORE
Intervenant(s)Tina TESSITORE

Pré requis

Introductory Marketing Management Course

Objectifs du cours

1. Have a deeper understanding of what exactly a brand is and how to develop a successful brand;
2. Understand the concept of brand equity and its major components;
3. Understand the importance of strategic marketing communications in branding;
4. Define and analyze both traditional and contemporary (i.e., modern) brand communication tools and strategies, especially in the offline environment;
5. Understand the underlying mechanisms that drive the effectiveness of these offline marketing communication tools;
6. Learn the importance of integrating these offline tools with online marketing communication tools;
7. Apply the acquired insights to create appropriate brand communication strategies and to develop an integrated marketing communication plan.

Contenu du cours

In this course, we will learn why it is important to develop a strong brand, what exactly constitutes a strong brand, which branding strategies can be applied, what brand value is (i.e. brand equity), etc. Moreover, building and supporting strong brands cannot be realized without strong marketing communications. That's why the major part of this course focuses on brand communication tools and strategies. However, this course differentiates itself from other courses by focusing on the offline (versus online) environment. The reason for studying this is that offline tools are still heavily used by many companies and still pay off. Not only traditional offline communication but also more modern communication (e.g., product placement, buzz marketing, celebrity endorsement, sponsorship, etc.) will be covered in depth. By means of real-life examples, class discussions, and case studies we will analyze the power and (dis)advantages of these tools to enhance brand value, discuss which tool is most appropriate in which situation and to reach which objective, how to integrate it with online tools, learn how to develop an integrated marketing communication plan, etc.

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent work
Independent study
Group Project20,00  
Estimated personal workload6,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

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


Students will be evaluated based on:
- In-class continuous assessment: MCQ, games, participation, etc.
- Group projects on a case study and on an integrated marketing communication plan for a specific brand or on a specific branding or communication issue from the literature. The group assignments will include a video presentation

Type de ContrôleDuréeNombrePondération
Continuous assessment
Case study0,00020,00
Group Project0,00050,00
TOTAL     100,00


  • There is no compulsory books. students receive a copy of the course slides; students are provided with some articles from the literature. -

Ressources internet


    IESEG online:
    the couRse website will be used to make the slides of the course, class exercices, and materials for the group projects available to students; also extra material is provided online for students who are interested to go deeper on the course topic and to see extra case studies

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