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Brand Management

  • Teacher(s): S.Czellar
  • Course given in: English
  • ECTS Credits: 3 credits
  • Schedule: Spring Semester 2018-2019, 2.0h. course (weekly average)
  •  séances
  • Related programmes:
    Master of Science (MSc) in Management, Orientation Marketing

    Master of Science (MSc) in Management, Orientation Business Analytics

    Maîtrise universitaire ès Sciences en management, Orientation Behaviour, Economics and Evolution

    Master of Science (MSc) in Management, Orientation Strategy, Organization and Leadership

 

Objectives

This course adopts a customer-based perspective to brand management on the basis of current branding research and business practice.

Upon completing this class, you should be able to:

- understand the psychological aspects of customer-based brand equity,

- identify brand positioning and values,

- plan brand marketing programs,

- measure brand performance,

- and design strategies for growing and sustaining brand equity.

For pedagogical purposes, this class is limited to maximum 50 participants. Please send a motivation letter, the list of all the marketing classes you have taken so far in your academic studies as well as your CV to:

Valentina.Clergue@unil.ch

Firm deadline for applications: Friday February 15, 2019.

Eligible students will be accepted on a first-come-first-served basis.

Contents

Session 1 Brands: A Customer-Based Perspective

Session 2 Brand Positioning and Brand Elements

Session 3 Building Brand Equity through Communication and Leveraging Secondary Associations

Session 4 Measuring Brand Equity

Session 5 Brand Architecture and Brand Extensions

Session 6 Managing Brands Over Time and Markets

Session 7 Team Case Study Presentations

References

  • Textbook (required):

Keller, Kevin Lane, Tony Apéria, and Mats Georgson (2012), Strategic Brand Management, A European Perspective, Second Edition. Essex: Pearson Education.

Articles and other material will be available for download on the moodle platform.

Evaluation

First attempt

Exam:
Without exam (cf. terms)  
Evaluation:

You will be evaluated on the basis of your team's work for and during the sessions (40% of the grade), a team case project (40% of the grade) and an individual assessment (20 % of the grade). Different aspects of your team project will be discussed on a continuous basis and you will present the final projects at the last session.

Retake

Exam:
Without exam (cf. terms)  
Evaluation:

Students will have to redo an individual work; team grades will remain.



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