Brand Management

Teacher(s)

Jupsin Thierry; Schuiling Isabelle;

Language

English

Prerequisites

Basic marketing course

Main themes

Do you want to understand what a brand is and how to build one?
Are you interested to know why some companies are successful and why some fail?
Are you ready to jump in the real life of a Brand Manager?
The students will learn how to manage brands by living the life of a Brand Manager. The students will first review the key models evaluating the brand equity from a consumer point of view. They will then understand how new consumers’ behaviors can influence brand management. They will finally learn key brand strategies that can be leveraged to create and develop strong brands.
This will be achieved through lectures, conferences by business professionals and brand challenges given by professionals

Learning outcomes

At the end of this learning unit, the student is able to :
1	Knowledge and reasoning Project management Communication and interpersonal skills At the end of the course, the students should be able to : Identify and develop Brand Plans Design and implement Brand Marketing programs Measure and interpret Brand performance Grow and sustain Brand Equity on a responsible way This will enable them to have the needed knowledge and experience to start a potential Marketing professional experience.

Content

The different topics that will be covered in this course are the following ones:

• Brands and brand management
• Developing a brand strategy
• Designing and implementing brand marketing programs
• Growing and sustaining brand equity

Brands will be analyzed in different business sectors, on local and international markets.
Several conferences will be organized with business professionals.

Teaching methods

Lectures, case studies, conferences via guest speakers, videos and a brand group project linked to a real company problem.
Everything will be done in presential.
Attendance to the course is strongly recommended as case discussions will be done  during classes.
Attendance to all the guest speakers conferences as well as teamwork presentation is compulsory.

Evaluation methods

Assessment : mix of continuous assessment and in session Exam

• continuous assessment : Group project to hand out during Q2P2 (30%)
• continuous assessment : 3 Quizzes on conferences content (1 quiz after each conference) (10%)
• Written exam in session in June (60%)

First session (June): the course will be evaluated based on an individual exam (60%), on a group project (30%), and on 3 quizzes completed at the end of each conference (10%). If one part of the evaluation process is not completed, students won’t have respected the course requirements and will get a 0 for the whole specific part. Note also that:

• to be able to fulfil the quiz requirement, you will need to attend all the conferences and do all the 3 quizzes in class.
• while the use of AI is allowed for the teamwork, the students must systematically indicate all sections where AI was utilized.

Therefore, it is compulsory:

• To attend all the conferences in class and to answer their related quizzes
• To present your group project  in class
• To attend the individual written exam

Second session (August): If students fail the course in the first session, they will only be evaluated in the second session via an individual exam (written or oral exam). Students don’t have the opportunity to represent the group project and quizzes in the second session, and keep the grade attributed for these parts in the first session

Other information

Bibliography

One reference book that is not compulsory for this course:
Keller, K.L. (2013), Strategic Brand Management: Building, Measuring and Managing Brand Equity, 4th edition, Harlow: Pearson Education Ltd.

Teaching materials

• Memo of the course is available on Moodle (key document to read!) Key slides of the course will be available on Moodle. Presentations of the guest speakers will be available on Moodle.

Faculty or entity

> CLSM