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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)C.REFFET
Intervenant(s)Hélène Clary, Catherine Reffet

Pré requis

Enthusiasm for marketing and how best to manage and grow a brand. As the approach is very practical, there is no particular skills required aside from willingness to learn more in the field.

Objectifs du cours

At the end of the course, the student should be able to:
- Know the basic strategies and tactics in brand management, including the basic brand concepts, brand equity and differentiation.
- Be able to implement and manage global brand actions based on the concepts acquired in class.

Contenu du cours

Introduction to global brand management in 6 sessions: Key brand elements How to determine the right brand positioning Customer-based brand equity Brand image and personality Available global brand strategies Final session will focus on group project presentations

The course consists of case studies, in which students will have to critically apply the concepts discussed in class and propose their own solutions to the various real-life problems and/or situations. Last but not least, students will be asked to work on a group project applying the concepts learned in class to a brand of their choice. An active, interactive, and critical approach is fundamental for this course.

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent work
Independent study
Group Project12,00  
Charge de travail globale de l'étudiant34,00  

Méthodes pédagogiques

  • Project work
  • Interactive class


The course assessment will be composed of a mid-term exam and the outcomes quality of the group projects.

Type de ContrôleDuréeNombrePondération
Final Exam
Written exam2,00140,00
Continuous assessment
Continuous assessment0,00040,00
TOTAL     100,00

Ressources internet

  • IESEG Online

    The course material (including {video} case studies) is available on the course website

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