UCL - Brand Management

[LSMS2003]

[30h] 5 credits

This course is taught in the 2d semester.

Teacher(s): Isabelle Schuiling

Language: English

Level: Second

Aims
Main themes
Content and teaching methods
Other information (prerequisite, evaluation (assessment methods), course materials recommended readings, ...)

Aims

The objective of this course will be to learn what are the brand management strategies that are most effective to grow brands and strengthen their competitive advantage in the market. Brands will be analysed on a national and international perspective. It is essential today to master all the new marketing tools that lead to an optimal long term development the brands.

Main themes

The course will cover in detail the brand management strategies available to the firm. We will analyse the tools that permit to evaluate the strengths of brands for the company and for the consumer. We will also cover the brand extension and co-branding strategies. We will also study the key topics of the brand development at an international level as well as the brand portfolio management. Many case studies in different business sectors will be prepared and discussed with the students.

Content and teaching methods

" Summary and content " see " scope " above and " methods " see " methods " below

Content
See "scope" above

Methods
In-class activities
- Lectures
- Exercices/PT

At home activities
- Readings to prepare the lecture
- Exercices to prepare the lecture
- Paper work

Other information (prerequisite, evaluation (assessment methods), course materials recommended readings, ...)

Prerequisites Basic Marketing
Evaluation : Examination and case study
Support : Textbook recommended and slides provided through iCampus
References : Provided during the class
Pedagogic team : Professor's weekly open door
Other : -

Internationalisation
- international content
- international case study

Corporate features
- case study