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IMPROVING BRAND VALUES

2017-2018

IESEG School of Management ( IÉSEG )

Code Cours :

1718-IÉSEG-M1S1S2-MKT-MA-PI32UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
Master1S1S2English
Professeur(s) responsable(s)V.PAUWELS
Intervenant(s)Véronique PAUWELS


Pré requis

Students must have knowledge about basic concepts in marketing an in strategy.

Objectifs du cours

- Understand the importance of brand values for the firms and the consumers
- Understand the key dimensions of brand equity
- Define brand positioning and establish strong brand values
- Able to understand how global environment impacts managerial decisions and determine marketing strategy for managing portfolio in this international context
- Identify, implement and management actions aimed at improving brand values across channels
- Are able to foster innovation by defining Brand extension and co-branding strategies which improve brand values.

Contenu du cours

The central objective of the course is to help students to understand the importance of brands values for the firms and the consumers. The course focuses on concepts and cases that underlie marketing decisions in these areas :
- Brand Equity and its implications for managing the portfolio
- Brand positioning and Brand values
- Brand consumer relationships
- Brand Extension
- Brand Name Changes
- Co branding


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent study
Estimated personal workload10,00  
Group Project20,00  
Charge de travail globale de l'étudiant46,00  

Méthodes pédagogiques

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


Évaluation

For each session : analyse and presentation of case study in groups, synthetic presentation of scientific article, discussion and theorical issues - At the end of the course, each group should present their final project. Therefore Participation and oral presentation are important

Type de ContrôleDuréeNombrePondération
Continuous assessment
Participation16,00125,00
QCM0,00125,00
Others
Individual Project0,00150,00
TOTAL     100,00

Bibliographie

  • Zarentonello L. & Pauwels-Delassus V (2015) The Handbook of Brand Management Scales, Routledge - Taylor & Francis Group -

  • Keller (2007) Strategic Brand Management, Building, Measuing, and Managing Brand Equity, Third Edition , Pearson, Prentice Hall -

  • Aaker D.A (2005), Brand Portfolio Strategy : creating Relevance, Differentiation, Energy, Leverage, and Clarity, New York, Free Press -

  • Kapferer J.N. (2005), the New Strategic Brand Management : creating and sustaining brand Equity Long Term. Free Press -




 
* Informations non contractuelles et pouvant être soumises à modification
 
 
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