EM023M16
Programme
PGE
Visitants
Visitants
UE
Strategic Brand Management
Semestre
A
Discipline
Sales management / Negotiation
Volume horaire
27 H
Nombre de places
40
Ouvert aux visitants
Oui
Langue
EN
Responsable
Claude CHAILAN
Liste des intervenants
| Intervenant(s) | Volume horaire CM | |
|---|---|---|
| Claude CHAILAN | chailan@unistra.fr | 27 h |
Contribution pédagogique du cours au programme
Aucune contribution pédagogique associé à ce cours pour ce programme.Descriptif
More and more firms of all types have come to the realization that one of the most valuable assets they have is the brand name associated with their products or services. Since brands are intangible assets, creating and nurturing a strong brand is a challenge, particularly in fast-moving consumer goods, technological and luxury goods and in international markets, where brand identity and image can have a dramatic impact on purchasing decisions. In this course, we will examine marketing strategies from a branding perspective, and address the most important issues involved in maximizing the value of existing brands and in building strong brands. The course covers topics such as: creating brand positioning, measuring brand equity, using brand equity to expand a business, understanding brand management in order to deliver sustained customer value and create brand loyalty. This course provides an overview of the ways in which brands are conceived, developed, launched, nurtured, and protected. It focuses on imparting techniques and strategies for developing brands, long-term. The course will combine the most recent brand management knowledge with practical application, and develop a framework for understanding the essential ingredients of effective marketing of brands.Organisation pédagogique
Face-to-face
- LecturesIn group
- Exercises- Case studies/texts
Interaction
- Discussions/debatesOthers
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) Discuss and critically evaluate the importance of brand relationships as they exist in the modern firm.
- - (niv. 3) Demonstrate a deep understanding of the dynamics and strategic dimension of brand management
- - (niv. 3) Use a methodology for analyzing brand identity, image, and brand value for customers and for the company
- - (niv. 5) Develop a robust understanding of the vital role brands play in today's business environment
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
Aucun objectif de développement durable n'a été coché.
Plan / Sommaire
Session 1 BRANDS WHAT FOR? Session 2 THE TRIPLE BRAND CONTRACT Session 3 WHAT MAKES STRONG BRANDS? Session 4 BRAND EQUITY and BRAND VALUE Session 5 THE BRAND TERRITORY Session 6 BRANDS IN AN INTERNATIONAL SETTING Session 7 BRANDS AND THE PASSING OF TIME Session 8 FUTURE CHALLENGES FOR BRANDS FINAL EXAMPrérequis nécessaires
Connaissances en / Notions clés à maîtriser
NoneSupports pédagogiques
Mandatory tools for the course
Aucun élément de cette liste n'a été coché.Documents in all formats
- Photocopies- Newspaper articles
- Case studies/texts
- Other :
Moodle platform
- Upload of class documents- Other :
Software
Aucun élément de cette liste n'a été coché.Additional electronic platforms
Aucun élément de cette liste n'a été coché.Bibliographie recommandée
Ouvrages principaux
Here are some textbooks which you may have a look at, ranked by order of practical utility. Combining the reading of one of these books with the sessions' material is an excellent way to better understand the keys to brand management, and also to implement them in your post-session assignment. 1. J. K. Johansson & K. A. Carlson (2014), Contemporary Brand Management, Sage Publications, ISBN 978-1452242873 Comment: This is the most concise and focused text about contemporary elements of branding and brand management. The book is not only present the branding theory, but also show the practical implication step-by-step. The narrative mini-case studies humanize the subject and make theory and process real. 2. Keller K.L. (2012), Strategic Brand Management: Building, Measuring and Managing Brand Equity, 4th edition, Prentice Hall, 978-0132664257 Comment: This book is the traditional reference textbook in the field. However, it is now extremely expensive. Any earlier edition at a more reasonable price is as good an option 3. Kapferer, J.N. (2012), The New Strategic Brand Management: Advanced Insights and Strategic Thinking, 5th edition, Kogan Page, ISBN 978-0749465155 Comment: Over the years this book has established a reputation as one of the leading works on brand strategy. Easy to understand diagrams which help retention and also drive the point. The writing style is not as fluent as Keller’s one, but the price is much more reasonable, and the overall quality is excellent. Articles See recommended articles for each session in the course schedule: These readings are considered as fullfledged elements of the course and must be read before each sessionLittérature 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…- Chailan, C. (2011). Club Med: Is the Phoenix rising from the Ashes? ECCH, 511-060-1
Modalités d'évaluation
Liste des modalités d'évaluation
Evaluation intermédiaire / contrôle continu 1Autre (date, contrôle surprise...) :
Ecrite / en groupe / Anglais / pondération : 25 %
Ecrite / en groupe / Anglais / pondération : 25 %
Evaluation intermédiaire / contrôle continu 2Autre (date, contrôle surprise...) :
Orale / individuelle / Anglais / pondération : 45 %
Précisions : Participation: We expect you to contribute to the learning of your classmates, both through class discussion and in collaboration on homework and the finals project. Class participation is based on three factors: Answers to questions about the readings to be prepared for each session Preparation of the ‘Hot Topic in Brand Management this week’ Participation to the debate following case studies presentations Active participation in the classroom, particularly workshops Good participation is defined as: - Active participation in case discussions, - Case studies/workshops preparation, - Readings preparation and discussion - Adding insights to discussions from course readings and your own knowledge and experience - Being respectful and prepared with thoughtful questions when other students are presenting, or when a guest speaker comes to class - Not using devices (phones, laptops) Specific grid for class participation assessment • 0: Surfing the net in the classroom, sending / receiving messages on your cel phones in the class-room • 20: People who don’t attend class regularly and when they don’t participate • 40: People who attend class but just sit and listen • 60: People who attend class and participate from time to time • 75: People who attend class and participate often • 85: People who attend class and participate often and also show particular and relevant interest in the classroom • 100: People who attend class and have excellent participation and constant and relevant interest in the classroom
Orale / individuelle / Anglais / pondération : 45 %
Précisions : Participation: We expect you to contribute to the learning of your classmates, both through class discussion and in collaboration on homework and the finals project. Class participation is based on three factors: Answers to questions about the readings to be prepared for each session Preparation of the ‘Hot Topic in Brand Management this week’ Participation to the debate following case studies presentations Active participation in the classroom, particularly workshops Good participation is defined as: - Active participation in case discussions, - Case studies/workshops preparation, - Readings preparation and discussion - Adding insights to discussions from course readings and your own knowledge and experience - Being respectful and prepared with thoughtful questions when other students are presenting, or when a guest speaker comes to class - Not using devices (phones, laptops) Specific grid for class participation assessment • 0: Surfing the net in the classroom, sending / receiving messages on your cel phones in the class-room • 20: People who don’t attend class regularly and when they don’t participate • 40: People who attend class but just sit and listen • 60: People who attend class and participate from time to time • 75: People who attend class and participate often • 85: People who attend class and participate often and also show particular and relevant interest in the classroom • 100: People who attend class and have excellent participation and constant and relevant interest in the classroom
Evaluation intermédiaire / contrôle continu 3Autre (date, contrôle surprise...) :
Ecrite / en groupe / Anglais / pondération : 30 %
Précisions : Workshops’ discussion, presentation and debate in the classroom
Ecrite / en groupe / Anglais / pondération : 30 %
Précisions : Workshops’ discussion, presentation and debate in the classroom