At the end of this learning unit, the student is able to : | |
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During their programme, students of the LSM Master¿s in management or Master¿s in Business engineering will have developed the following capabilities¿ KNOWLEDGE AND REASONING
2.1 Master the core knowledge of each area of management. 2.4 Activate and apply the acquired knowledge accordingly to solve a problem. A SCIENTIFIC AND SYSTEMATIC APPROACH 3.4 Perceptively synthesize the essential elements of a situation, demontsrating a certain conceptual distance, to diagnose and identify pertinent conclusions. 3.5 Produce, through analysis and diagnosis, implemantable solutions incontext and identify priorities for action. INNOVATION AND ENTREPRENEURSHIP 4.1 ldentify new opportunities, propose creative and useful ideas; insituations that require new strategic approaches, break with existing models and paradigms, promote progress and change.
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The contribution of this Teaching Unit to the development and command of the skills and learning outcomes of the programme(s) can be accessed at the end of this sheet, in the section entitled “Programmes/courses offering this Teaching Unit”.
2. Key challenges to brand building in the digital world
3. Management of brands taking into account the new consumer trends
4. New tools and techniques to better engage consumers towards the brand
5. Brand building plans to grow the brand.
Group work to hand out week 6 of Q1P2 (18/12 - 22/12). Work done in coordination with LSMS2005
Individual case study preparation during the six-week course
Reading of scientific papers during the six-week course
Examination in session
June: Writing (3h)
September: Written exam on the whole course material (3h)
Kevin Lane Keller ' Strategic brand management, Pearson, 4th edition
Additional references on the topic will be communicated later to the students
