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Our Degree Programs
Establishment
Language of instruction
French, English
Teaching content
UE30
Training officer(s)
V.DURET, C.DUSAUTOIR
Présentation
Prerequisite
- Understanding the marketing approach as a whole.
- Being able to draw up a marketing plan.
- Knowing the components of the marketing mix.
- Being able to draw up a marketing plan.
- Knowing the components of the marketing mix.
Goal
Acquiring methodology and tools to manage and develop brand capital of a firm
Presentation
1. The value creating brand ; the brand as an identity and an intangible asset
2. Branding strategical implications
3. Building and starting your own brand
4. Private labels
5. The unavoidable evolution of Brand management
2. Branding strategical implications
3. Building and starting your own brand
4. Private labels
5. The unavoidable evolution of Brand management
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Face to face | |||
| 18,00 | |||
| Independent study | |||
| Travail personnel indicatif | 36,00 | ||
| Overall student workload | 54,00 | ||
Evaluation
Ressources
Bibliography
The new strategic brand management: Advanced insights and strategic thinking - KAPFERER, Jean-Noel
KAPFERER, Jean-Noel. The new strategic brand management: Advanced insights and strategic thinking. Kogan page publishers, 2012.
Brands and brand equity: definition and management. Management decision - WOOD, LisaWOOD, Lisa. Brands and brand equity: definition and management. Management decision, 2000, vol. 38, no 9, p. 662-669.
Brand management: Research, theory and practice - HEDING, Tilde, KNUDTZEN, Charlotte F., et BJERRE, MogensHEDING, Tilde, KNUDTZEN, Charlotte F., et BJERRE, Mogens. Brand management: Research, theory and practice. Routledge, 2015.