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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Course for exchange studentsTransversal/annéesS1S2English
Professeur(s) responsable(s)K.ZEUGNER-ROTH

Pré requis

No formal prerequisites. However, students should have basic knowledge about marketing concepts.

Objectifs du cours

At the end of the course, the student should be able to:
- Define and understand the concept of branding and brand-related issues
- Know the key strategic choices a brand manager faces in a global environment
- Manage global brands effectively across markets
- Understand & apply relevant theoretical concepts and frameworks to real cases
- Work in an international and intercultural environment

Contenu du cours

This course presents an introduction to (global) brand management. The topics covered in class include an introduction to brands and brand management, the brand elements, brand positioning, brand architecture, customer-based brand equity, brand image and personality, brand marketing and communication as well as the global brand strategy. In addition to lectures, the course consists of (video) 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 demonstrate their knowledge based on a short MCQ exam in the last session of this course. 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
Reference manual 's readings4,00  
Independent study
Estimated personal workload8,00  
Group Project8,00  
Charge de travail globale de l'étudiant40,00  

Méthodes pédagogiques

  • Tutorial
  • Presentation
  • E-learning
  • Research
  • Project work
  • Interactive class
  • Case study
  • Coaching


The course will be evaluated based on your participation in class, case studies that will be prepared in groups in class and a MCQ exam.

Type de ContrôleDuréeNombrePondération
Continuous assessment
Final Exam
Case study1,00550,00
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
Vidéo : Un campus à vivre
Notre chaîne Youtube