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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)Catherine REFFET, Hélène CLARY

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

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


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

Type de ContrôleDuréeNombrePondération
Continuous assessment
Mid-term exam10,00140,00
Final Exam
Written exam1,00140,00
TOTAL     100,00


  • Keller, K.L. (2012), Strategic Brand Management: Building, Measuring and Managing Brand Equity (Fourth Edition), Harlow: Pearson Education Ltd. -

  • Advised Books: Johansson, Johny K. (2009), Global Marketing - Foreign Entry, Local Marketing, & Global Management (Fifth Edition), New York: Mc Graw Hill/Irwin. -

  • Kapferer, J.-N. (2012), The New Strategic Brand Management: Advanced Insights & Strategic Thinking (Fifth Edition), London: Kogan Page. -

Ressources internet

* Informations non contractuelles et pouvant être soumises à modification
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