Managing Brand Equity

llsms2021  2018-2019  Louvain-la-Neuve

Managing Brand Equity
5 crédits
30.0 h
Q1
Enseignants
Jupsin Thierry; Swaen Valérie;
Langue
d'enseignement
Anglais
Préalables
1 basic marketing course
Thèmes abordés
The students will learn how to manage brands in today's digital environment. The students will first review the key models evaluating the brand equity from a consumer point of view. They will then understand how new consumers'  behaviours can influence the way to  manage brands. They will finally learn what are the key brand strategies that can be leveraged to create and develop strong brands, using all the new digital tools available.
Acquis
d'apprentissage

A la fin de cette unité d’enseignement, l’étudiant est capable de :

1

 

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.

At the end of the course, the students should be able to :

  • Master all the concepts and models related to brand equity, brand identity and brand image
  • Understand how the digital environment affects the management of brands
  • Master all new marketing techniques that can help better engage the consumers towards the brands. (use of communities, Customized products, experiental marketing, content marketing etc).
  • Develop a complete marketing plan using on-line and off-line marketing tools to grow the brand

 
 

La contribution de cette UE au développement et à la maîtrise des compétences et acquis du (des) programme(s) est accessible à la fin de cette fiche, dans la partie « Programmes/formations proposant cette unité d’enseignement (UE) ».
Contenu
  1. Introduction to the key brand concepts and models
  2. Brands and brand management
  3. Developing a brand strategy
  4. Designing and implementing brand marketing programs
  5. Growing and sustaining brand equity
Méthodes d'enseignement
Lectures, case studies, conferences
Modes d'évaluation
des acquis des étudiants
Continuous assessment
Group projects to hand out during Q1P2 (14/12-21/12).
Case study preparation during the four-week course.
Examination in session
January: Writing on the whole course material (50%), group projects (50%).
If one of the two part of the evaluation process is not completed, students won’t have respected the course requirement and will be given an “Absent” for the first and second session.
September: Written or oral exam on the whole course material. Students keep the grade attributed for the group projects.
Autres infos
Pre-requisites : Introduction to Marketing
See detailed information on Moodle (LLSMS2021 – Managing Brand Equity, P. T. Jupsin)
Ressources
en ligne
Download teaching slides and case studies via Moodle
Bibliographie
  • Keller, K.L. (2013), Strategic Brand Management: Building, Measuring and Managing Brand Equity, 4th edition, Harlow: Pearson Education Ltd.
Main support
Kevin Lane Keller ' Strategic brand management, Pearson, 4th edition
Additional references on the topic  will be communicated later to the students
Support de cours
  • Keller, K.L. (2013), Strategic Brand Management: Building, Measuring and Managing Brand Equity, 4th edition, Harlow: Pearson Education Ltd.
Faculté ou entité
en charge
CLSM


Programmes / formations proposant cette unité d'enseignement (UE)

Intitulé du programme
Sigle
Crédits
Prérequis
Acquis
d'apprentissage
Master [60] en sciences de gestion
GESM2M1
5
Master [120] en sciences de gestion
GEST2M
5
Master [120] en sciences de gestion
GESM2M
5