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Community Management


IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)G.DE KERVILER
Intervenant(s)Mathieu Alemany Oliver

Pré requis

Marketing Principles

Objectifs du cours

- Identify the key differences between online communities, brand communities, and communities
- Identify the domains in which communities operate
- Identify opportunities and threats arising from communities
- Understand community member's motivations
- Be able to deliver an effective customer experience through community experience
- Use research methods dedicated to the study of communities

Contenu du cours

1. Introduction to Communities. What is it? What for? Where?
2. Consumers and the Community
- A Psychosocial Perspective: Social Groups and Influence
- A Cultural Perspective: Lifestyles and Consumption Subcultures
3. Brands and the Community (Brand Management Issues)
4. Social Media and the Community
5. Relevant Research Methods to Study Communities

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Independent work
Independent study
Group Project15,00  
Individual Project5,00  
Estimated personal workload10,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Presentation
  • Research
  • Case study



20% Quizzes (2) (individual grade)
30% Oral group paper and presentation (about students' research on online communities)
25% Case Study (in group)

This is a graduate-level course and students should expect a graduate-level workload. The ability to express oneself effectively in verbal and written communication is essential for success in marketing and management careers. As such, active participation in class discussions and high-quality written work is expected

Type de ContrôleDuréeNombrePondération
Individual Project0,20240,00
Case study3,00130,00
Continuous assessment
Oral presentation0,20130,00
TOTAL     100,00


  • There are no required textbooks, however a list of readings will be shared in class -

* Informations non contractuelles et pouvant être soumises à modification
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