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OEBU 2000A - Brand Management and Strategy

Type d'enseignement : Elective

Semester : Autumn and Spring 2017-2018

Number of hours : 24

Language of tuition : English

Pre-requisite

aucun

Course Description

The course examines the role of brand management within the firm and the relation of brand management to product management, competitive strategy and corporate strategy. Throughout the semester, students will learn to: • Understand when and why branding creates customer and firm value, • Use tools for managing brands: learn to measure brand image, brand equity and brand value, • Create a strong brand identity: how to integrate marketing strategy (segmentation & positioning), brand elements, the 4Ps, • Maximize the value of existing brands: strategies for brand revitalization, brand extensions, “cult brands”, role of private labels and global branding.

Teachers

to be defined

Pedagogical format

Lecture course with case studies in different areas (luxury, fashion, etc).

Course validation

Students assessment will be based on: • Mid-term written test (individual evaluation): 1/3, • Case study and presentation (group evaluation): 1/3, • Final exam in class (individual written essay): 1/3.

Workload

12 seminars of two hours each (24 hours). Credits: 4.

Required reading

Kapferer, Jean-Noël, The new strategic brand management. Creating and sustaining brand equity long term, Kogan Page, 2008 (4th edition)

Additional required reading

  • Roberts, Kevin, Lovemarks, The Future Beyond Brands, powerHouse Books, 2005
  • Kim, Mauborgne, Blue Ocean Strategy: How to create uncontensted marketspace and make competitioon irrelevant