|Module / ECTS / Path / Specialisation||Module :strategic marketing : 10 ECTS.|
|Open for visitors||yes (5 ECTS)|
|James MOUREY JR.||Population|
|Working language :||English|
|Volume of contact hours :||27 h|
|Workload to be expected by the student :||108 h|
Track : Attendance
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.
- Recognize the vital role brands play and use a methodology for analysing brand identity, image, and value for customers:
- Compare branding strategies in different sectors.
- Differentiate what is variable from what is non-negotiable in the brand identity.
- Summarize the dynamics and international dimension branding
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 Watches
marketing, consumer behavior
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.
Such behaviors as...
... may lead to expulsion from classes.