Due to the COVID-19 crisis, the information below is subject to change,
in particular that concerning the teaching mode (presential, distance or in a comodal or hybrid format).
5 credits
30.0 h
Q2
Teacher(s)
Schuiling Isabelle;
Language
English
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.
Aims
At the end of this learning unit, the student is able to : | |
| 1 |
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. |
Content
Brands are everywhere – Apple, Samsung, Google. They are part of people's life. Brands are not only important for consumers but also for companies. Brands have a major impact on company's success and are highly valued by investors. They have become a key strategic asset for them.
In the current digital landscape, owning strong brands is still a competitive advantage. It is however more difficult to manage brands in this context in view of the proliferation of media, the new digital tools and different platforms used by consumers. Consumers have also become more demanding towards their brands and are more difficult to satisfy. A course of Brand management is therefore necessary to understand how to manage brands properly in this new environment.
The objective of this course is to review the most advanced concepts in the brand management area, illustrated by many brand cases in different business sectors on a local and international scale.
This should lead students to:
Brands will be analysed in different business sectors such as Fast Moving Consumer Goods, Luxury and fashion.
In the current digital landscape, owning strong brands is still a competitive advantage. It is however more difficult to manage brands in this context in view of the proliferation of media, the new digital tools and different platforms used by consumers. Consumers have also become more demanding towards their brands and are more difficult to satisfy. A course of Brand management is therefore necessary to understand how to manage brands properly in this new environment.
The objective of this course is to review the most advanced concepts in the brand management area, illustrated by many brand cases in different business sectors on a local and international scale.
This should lead students to:
- Have a comprehensive view of the latest concepts and theories related to brands
- Learn to solve issues related to brand management in different sectors and at the local and international levels
- Be able to develop a successful brand marketing plan using digital and traditional tools.
Brands will be analysed in different business sectors such as Fast Moving Consumer Goods, Luxury and fashion.
Teaching methods
Due to the COVID-19 crisis, the information in this section is particularly likely to change.
It will be mainly focused on the discussion of new concepts, case discussions, articles and conference from key marketers. Active participation from students is expected.
Evaluation methods
Due to the COVID-19 crisis, the information in this section is particularly likely to change.
The course will be evaluated based on an exam and a teamwork assignment.
Other information
There are 6 different modules:
MODULE 1 - Key challenges of branding in today’s digital landscape
MODULE 2 - Creating a new brand and building strong brands
MODULE 3 - Building brand architecture
MODULE 4 - Extending the brand
MODULE 5 - Managing the Brand portfolio
MODULE 6 - Changing brand name and rejuvenating brands
MODULE 2 - Creating a new brand and building strong brands
MODULE 3 - Building brand architecture
MODULE 4 - Extending the brand
MODULE 5 - Managing the Brand portfolio
MODULE 6 - Changing brand name and rejuvenating brands
Bibliography
- Syllabus available at the DUC
Faculty or entity
CLSM
Force majeure
Evaluation methods
Submission of an assignment in lieu of a written exam (Plan A)
