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KCOE 4160 - Brands in a Digital World

Type d'enseignement : Seminar

Semester : Spring 2017-2018

Number of hours : 24

Language of tuition : English


Course taught in english Language; a level 4 and more is required in english to register for this course.

Course Description

Traditionally a brand is something that describes what the products it offers are; that distinguishes its products from competing ones on the basis of their actual superiority or their perceived quality or benefits; that may even create some form of cultural token or badge value. It used to be that nothing interfered with how a brand would present itself or tell its story; but consumers have gained a say in the matter over the past 20 years, communities have propelled new influencers or niche brands, retail giants have been disrupted by digital giants (the American GAFAM & the Chinese BAT), and the once oligopolistic media landscape has become a myriad of channels and touchpoints that need to be used in order to get a brand's message across.


HAMELLE, Anthony (Directeur des stratégies digitales)

Pedagogical format

12 x 2

Course validation

25% of the final grade will be based on a 10-minute oral exposé made during the class. 10% of the final grade will be based on the student's participation in the class. 65% of the final grade will be based on a 2-hour written exam made during the class.

Required reading

  • The End of Power, Moisés Naim
  • Linked, Albert Laszlo Barabasi
  • Code, Lawrence Lessig
  • How We Decide, Jonah Lehrer
  • Trade publications: MIT Tech Review, Nieman Journalism Lab, A16Z, The Hustle, Ben Evans Newsletter