EM4R5M42
Programme
PGE
Operational and Strategic Marketing
Operational and Strategic Marketing
UE
strategic marketing
Semestre
B
Discipline
Strategy
Volume horaire
27 H
Nombre de places
40
Ouvert aux visitants
Oui
Langue
EN
Responsable
James MOUREY JR.
Liste des intervenants
| Intervenant(s) | Volume horaire CM | |
|---|---|---|
| James MOUREY JR. | jmourey@depaul.edu | 27 h |
Contribution pédagogique du cours au programme
LEARNING GOAL 1 : Students will master state-of-the-art knowledge and tools in management fields in general, as well as in areas specific to the specialized field of management. |
|---|
| Students will identify a business organization’s operational and managerial challenges in a complex and evolving environment. |
| Students will understand state-of-the-art management concepts and tools and use them appropriately. |
| Students will implement appropriate methodologies to develop appropriate solutions for business issues. |
| LEARNING GOAL 2 : Students will develop advanced-level managerial skills. |
| Students will work collaboratively in a team. |
| Students will participate in a decision-making process in a critical way. |
| Students will communicate ideas effectively, both orally and in writing, in a business context. |
| LEARNING GOAL 3 : Students will demonstrate their understanding of practices reflecting ethical, diversity and sustainable development values in business organizations. |
| Students will identify and analyze issues relating to diversity, ethics and sustainable development in their business context. |
| LEARNING GOAL 4: Students will study and work effectively in a multicultural and international environment. |
| Students will demonstrate written and oral competency in two foreign languages. |
| Students will analyze business organizations and problems in a multicultural and international environment |
Descriptif
This course explores the specificities of marketing in terms of brands. Since brands are intangible assets, creating and nurturing a strong brand is a challenge, particularly international markets. The brand identity and image can have a dramatic impact on purchasing decisions. The course first provides an overview of brands and branding starting from history, brand functions and brand equity issues. It then delivers a set of tools used by brand managers for effective brand management. The course combines theory and practice as students will have an onsite visit of Omega in Bienne Switzerland.Organisation pédagogique
Face-to-face
- LecturesIn group
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Aucun élément de cette liste n'a été coché.Objectifs pédagogiques
Cognitive domain
A l'issue du cours, l'étudiant(e) devrait être capable de / d'...- - (niv. 2) Recognize the vital role brands play and use a methodology for analysing brand identity, image, and value for customers:
- - (niv. 4) Compare branding strategies in different sectors.
- - (niv. 4) Differentiate what is variable from what is non-negotiable in the brand identity.
- - (niv. 5) Summarize the dynamics and international dimension branding
Affective domain
A l'issue du cours, l'étudiant(e) devrait être capable de / d'...Aucun affective domain n'a pour le moment été associé à ce cours.
Objectifs de développement durable abordés
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Plan / Sommaire
Date Topic Readings / Assignments Lecture 1 : What is a brand, why do brands matter? Can anything be branded ? Lecture 2 : Brand Image Brand Identity and Positioning Lecture 3 : Brand and products : identity and change Lecture 4 : The Consumer Psychology of brand Lecture 5 +6 : Onsite_Omega Lecture 7 + 8 : Focus on Branding Luxury WatchesPrérequis nécessaires
Connaissances en / Notions clés à maîtriser
marketing, consumer behaviorMarketing basics
Supports pédagogiques
Mandatory tools for the course
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Aucun élément de cette liste n'a été coché.Bibliographie recommandée
Ouvrages principaux
Aaker, D. (2014), Aaker on branding, New York, Morgan James Publishing. Aaker, D. and Keller, K.L. (1990), Consumer evaluations of brand extensions, Journal of Marketing, 54,1,27-41. Fournier, S. (1997), Consumer and their brands: developing relationship theory in consumer research, Journal of Consumer Research, 24, 4, 343-373. Kapferer, J.N. (2014), The new strategic brand management, advanced insights & strategic thinking, fifth edition, London, Koganpage. Keller, K.L. (1993), Conceptualizing, measuring and managing customer-based brand equity, Journal of Marketing, 1-29. Keller, K.L. (2000), The brand report card ,Harvard Business Review, January-February, 147-157. Keller, K.L. (2013), Strategic Brand Management : building, measuring and managing brand equity, (Global edition) Harlow, Pearson.Littérature complémentaire
Aucun ouvrage n'a été renseigné.Travaux de recherche de l'EM : Veillez à mobiliser au moins une ressource
Peuvent être renseignés les manuels coordonnés, les traductions de manuel, les études de cas traduites etc…Aucun ouvrage n'a été renseigné.
Modalités d'évaluation
Liste des modalités d'évaluation
Evaluation finaleSemaine d'examens
Ecrite (120 min) / individuelle / Anglais / pondération : 100 %
Précisions : final exam on all contents covered during the course and the onsite
Cette évaluation sert à mesurer LO1.1, LO1.2, LO1.3, LO4.2
Ecrite (120 min) / individuelle / Anglais / pondération : 100 %
Précisions : final exam on all contents covered during the course and the onsite
Cette évaluation sert à mesurer LO1.1, LO1.2, LO1.3, LO4.2