2013-2014
CODE DU COURS /
NOM DU COURS /
COURSE CODE
COURSE NAME
MSC.IMBM2.MKCOR.0033
Crédits / 4
Strategic Brand Management
Période d’enseignement /
Teaching period
Credits
Charge de travail / Student
workload
Automne / Fall
Face à face / Contact
Distanciel /
Hours
Distance learning
Nbh : 27
Programme /
Program
Département /
Nbh :
Autonomous
Personal &/or Team
work
Nbh : 30
Printemps / Spring
Evaluation /
Evaluation
Durée totale /
Total
Nbh : 57
Nbh :
Si MS précisez / If MS, please specify :
Si MSc précisez / If MSc, please specify : MSc International Market. and Business Development
Marketing Vente / Marketing
Department
Type de cours /
Course type
Campus /
Commun / Core
Campus
LILLE
Cours ouvert aux étudiants en
échanges in / Course open to
OUI / YES
Electif / Elective
PARIS
Optionnel /Optional
SOPHIA
SUZHOU
RALEIGH
NON / NO
students in exchange
Langue d’enseignement /
Teaching Language
Pré-requis /
Prerequisite
Responsable du cours /
Course Coordinator
English
M1 marketing
Peter Spier
Noms des Intervenant(s) par
campus/
CAMPUS
LILLE
CAMPUS
PARIS
CAMPUS
SOPHIA
Instructor(s) Names by campus
Sandrine Thoor
Mary De Gendre
Peter Spier
Evaluateur(s) /
Evaluator(s)
CAMPUS
SUZHOU
CAMPUS
RALEIGH
Peter Spier
Court paragraphe de présentation des grands objectifs et de la thématique
Short presentation of the course (objectives & themes)
Few would deny the importance of brands as valuable assets and a potential source of sustainable
competitive advantage. Nestlé bought Rowntree (KitKat, After Eight…) for almost three times its
stock market value and 26 times its earnings. This value is created by the place occupied by the
brands in the minds of customers: brand awareness, image, trust and reputation - all built up over
many years - are the best guarantee of future cash flows. As one commentator puts it: ‘products
are created in the factory. Brands are created in the mind.’
Description du cours /
Course description
Brands provide a short cut for customers when making a purchasing decision, seeking to avoid risk
and obtain value for money. Brands provide a relevant, exciting experience. Brands connote a
certain life style, values or attitude. Brands can become objects of affection: ‘Lovemarks’, even.
Buying a brand is an integral part of an individual’s quest for identity and meaning.
The course will balance theory and practical application, with considerable use of case studies and
student project work.
Students will learn how companies manage ‘brand equity’, clearly a major strategic issue. This
course provides a comprehensive introduction to strategic brand management, covering such
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areas as the building of brand equity, brand identity, brand extension, brand portfolios etc. in
national, regional and global markets.
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• Connaissances / Knowledge and Understanding (subject specific)
A l’issue de la formation, l’étudiant devrait être capable de :
The student is expected to: Understand a broad range issues related to brand management
• Aptitudes cognitives / Cognitive/Intellectual skills (generic)
A l’issue de la formation, l’étudiant devrait être capable de :
The student is expected to: be able to use a range of approaches and disciplines to better
understand how brands function
Résultats d’apprentissage /
Learning Outcomes
• Attitudes / Key transferable skills (generic)
A l’issue de la formation, l’étudiant devrait être capable de :
The student is expected to: understand the implications of different theoretical approaches to
branding and the management of intangibles and ‘meaning’ in marketing
• Compétences pratiques / Practical skills (subject specific)
A l’issue de la formation, l’étudiant devrait être capable :
The student is expected to: understand in practical terms how the various approaches examined
should change the way we manage and develop brands
Indiquer les learning objectives auxquels contribue le cours (en se basant sur le curriculum
mapping du programme) / Indicate which learning objectives the course contributes to (based on
the program curriculum mapping)
LO3.3 To understand in detail extended speech and complex texts in English
LO5.1 To analyze and apply advanced concepts in a specialized discipline
Contribution aux objectifs
pédagogiques du programme
/ Contribution to learning
objectives
LO5.2 To assess a business issue and formulate solutions in a specialized discipline
LO2.1 To contribute substantively to the product of a group and demonstrate leadership skills
LO3.2 To produce clear, well organized written communication
LO4.2 To apply theories and key concepts in the field of the management of knowledge assets,
technological progress and innovation
Evaluation finale (DS) / Final examination
(préciser nature et % / Explain type & %)
Evaluation des étudiants /
Student Assessment
QCM (quizz)
Etude de cas (Case study)
Questions (Questions)
Exercices (Exercises)
Autre (Other)
%
%
%
%
50%
Précisez / Specify: Brand audit blog
Contrôle continu / Continuous Assessment
(préciser nature et % / Explain type & %)
Présentation orale (oral presentation)
QCM (quizz)
Dossier (file)
Etude de cas (case study)
30%
%
%
20%
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Autre (other)
%
Précisez / Specify:
Format de cours / Course format
Autre (other)
Si autre, précisez / If other please specify: Mixed mode with structured input, interactive sessions,
Méthodes d’enseignement /
Teaching Methods
coaching
Activités d’apprentissage / Learning activities
Autre (other)
Si autre, précisez / If other please specify: Mixed mode
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Indicative and subject to change:
Plan de cours /
Course plan
1.
Introductory session – branding exercise. Brand basics.
2.
Brand overview - Dyson : the man, the brand, the product, the market… Understanding
codes, discourses and the potential for renewal and disruption. Sponges and hedgehogs. Mums,
kids and washing liquid. The importance of consumer insight: Got milk? Fathers and whiskies
3.
More about brands and how we relate to them: reason, affect and decision-making.
Brand personality, brand archetypes. Brand endorsement and meaning transfer.
4.
Branding people and experience. Service and experiential branding.
5.
Brands in context. The social meaning of brands. What consumer studies and
anthropology teach us.
6.
A diamond is forever, beer is for men: the cultural rooting of brands.
7.
Brands & communities: Harley Davidson and Jones Soda. Tribal marketing & social
networks.
8.
Brand placement, brand content, brand events
9.
Conclusion: current issues in branding
Optionnelles /
Recommended readings
Lectures obligatoires /
Students will be expected to read widely. A
large selection of documents and links, as
well as a full bibiography are available on
the Knowledge site
Required readings
Bibliographie /
References
Case studies will be made available on the
Knowledge site
Students will be expected to read widely. A
large selection of documents and links are
available on the Knowledge site
Site(s) web /
Web sites
CAMPUS
SOPHIA
CAMPUS
LILLE
CAMPUS
PARIS
9
9
9
3
3,00
3,00
CAMPUS
CHINE
CAMPUS
RALEIGH
Nombre CM
Amphi /
Number of Lectures
Durée CM Amphi
(en heures) /
Lecture duration
(in hours)
Nombre TD /
Number of Tutorial
classes
Durée TD
(en heures) /
Modalités de délivrance du
cours (par campus si différent)
/ Course delivery modes (per
campus if different)
Tutorial class
duration (in hours)
Autres (Distance
learning, etc…)
(en heures) /
Other (in hours)
Préciser les
spécificités de
programmation
(TD journée,
cadencement
spécifique des
séances) /
Specify if full-day
tutorial class,
different schedules
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