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KCOE 4050 - Brands International Management

Type d'enseignement : Seminar

Semester : Autumn 2017-2018

Number of hours : 24

Language of tuition : English



Course Description

In very competitive contexts, brands need to achieve cut through to reach and engage end consumers: they need to underline their unique / different / better credentials.On one hand, recent business organizational changes show that companies are answering this need by creating management positions with full responsibility over the strategy and P&L on smaller/average brand business units.This so-called Brand Manager position is often the first generalist “business commandment” position given to talents that have shown commitment and proven results (in business and team leading) within the corporate environment.This type of position brings to the incumbents an overall understanding of the business leverages among which marketing, communication, sales, distribution, finance, logistic, HR. On the other hand, as all brands tend to go global to expand through new markets opportunities, geographically centralized brand management also tends to become a new standard in business: strategical orientations organized through Regional management teams to ensure brand consistency and joined efficiency, hand in hand with local affiliates. Through these 2 angles and the 12 sessions of this workshop, students will apprehend the Brands International Management schemes, illustrated by concrete examples from the business world as well as by testimonies from experts coming from different industries.


  • JANICEK, Boris (General Manager Clinique France - FMCG & Selective Brands expert (L'Oréal & Estée Lauder Cies))

Pedagogical format

Brands International Management workshop is built around 12 sessions (including the 2 last ones dedicated to the business case reviews), lasting 2 hours each and organized in 3 sequences as follows: Oral presentations (students): from the 3rd session onward, each workshop will start with a 20 min presentation done by 2/3 students, followed by questions from the teacher and the other students for 10 minutes. The students will be evaluated on their capacity to master their subject and to present their argumentation in a living, factual and synthetic manner. The subjects of all 8 oral presentations will be allocated in advance, during the 1st session. Lectures: an hour of tutorial will follow, through a presentation in link with the session main topic. This presentation will be done by the teacher alone and/or together with external speakers coming from the business world (in relation with the session theme). Q&As: the last part of the workshops will be dedicated to questions about the tutorial and/or the theme of the day. The students will need to come prepared and be familiar with the subject in order to actively participate to the exchange at each session.

Course validation

This module of 24 hours (12 x 2 hours) is validated by 4 credits. Active participation to the sessions & oral presentation (30%) ; Business case presentation (35%) ; Written exam (35%). Business case: students, split into teams of 3/4 members, will be briefed during session on the base of this brief and their team work, each group will need to present their case in front of a jury at the end of the semester. The 2 last sessions of the workshop will be grouped into 1 session of 4 hours so that a jury can review, compare and evaluate all team works.