Duration
30h Th
Number of credits
| Master in management (120 ECTS) | 5 crédits | |||
| Extra courses intended for exchange students (Erasmus, ...) | 5 crédits |
Lecturer
Language(s) of instruction
English language
Organisation and examination
Teaching in the second semester
Schedule
Units courses prerequisite and corequisite
Prerequisite or corequisite units are presented within each program
Learning unit contents
We live in a "branded world": loads of brands may appear rather common and dull. However, their nature is far more complex than it seems at first sight: brands no longer just sell, they correspond with personal ideologies. They emotionally connect with customers in a turbulent environment where the battle for customers intensifies day by day. The main objective of the "Brand Management" course is to provide the students with a comprehensive and up-to-date understanding of brands, brand equity, and strategic brand & reputation management, both in offline and online media. Specifically, the course provides insights into how profitable branding strategies can be created by building, measuring, and managing brand equity. Brands are strategic and financial assets for any organization!
Learning outcomes of the learning unit
By the end of this course students should be able
- To describe and discuss the main branding challenges and opportunities in a multi touch points environment (offline and online);
- To formulate the main ways to define brands and build brand equity;
- To develop strategies to manage brand equity by means of online and offline marketing instruments such as advertising, promotion, and public relations;
- To articulate a cross-stakeholder company narrative;
- To create a compelling brand experience;
- To understand how to manage reputation across key stakeholders and current risks and opportunities brand face.
- Establish a strategy in order to optimize the value chain of a company, an organization or a project, adopting the position of a marketing specialist
- Take charge of the everyday management of a company, an organization or a project, implementing the strategy that was established for this company, organization or project; in a holistic perspective, taking into account the interactions between its different functions as well as capitalizing on the characteristics of a more and more digitalized world
Prerequisite knowledge and skills
Basic Marketing course
Planned learning activities and teaching methods
Brand Management consists of lectures, guest speakers from industry, article discussions and case presentations.
Mode of delivery (face-to-face ; distance-learning)
- face-to-face
- teaching language: English
Recommended or required readings
Keller, K. (2013), Strategic Brand Management: Global Edition, 4th Edition. (BOOK)
Brakus, J. Schmitt, Bernd H. & Zarantonello, L. (2009) Brand Experience, Journal of Marketing, 73, pp.52-68.
Lin, Y. H. (2015). Innovative brand experience's influence on brand equity and brand satisfaction. Journal of Business Research, 68(11), pp.2254-2259.
Apple's Consumer Based Branding Model
Batra, R. & Keller, K. (2016) Integrating Marketing Communications: New Findings, New Lessons, and New Ideas, Journal of Marketing, 80, pp. 122-145
Zhang, S., and Schmitt, Bernd H. (2001). Creating local brands in multilingual international markets. Journal of Marketing Research, 38(3), pp.313-325.
Schau, H. J., Muñiz Jr., A. M., & Arnould, E. J. (2009), How Brand Community Practices Create Value, Journal of Marketing, 73, pp. 30-51.
Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), pp. 105-114.
Hegner, S. M. Marc Fetscherin, M. van Delzen, M. (2017). Determinants and outcomes of brand hate, Journal of Product & Brand Management, 26(1), pp.13-2.
Helm, S. (2011). Corporate Reputation: An Introduction to a ComplexConstruct in Helm S., Liehr-Gobbers K., Strock C., Reputation Management, Springer. (Chapter in a BOOK)
Kapferer, J. N. (2016). The challenges of luxury branding. The Routledge Companion to Contemporary Brand Management, 473-491.
(non exhaustive list: alwyas check Lol@ for material)
Assessment methods and criteria
- Exam (individual): 50% All students must complete a test on the content of the lectures. The exam lasts 2 hours consists in a mix of MCQ and open questions.
- Article analysis (individual): 20% A critical analysis of an article from the academic literature.
- Case study analysis (in groups of 4): 30% Analysis and recommendation about the case issues: defining the problem/issues to be addressed precisely and generating a "best fit" feasible recommendation with discussion and justifications.
Work placement(s)
Organizational remarks
- Students are expected to attend class, have read the assignment for the session and participate in the discussions, especially with guest speakers.
- Missed deadlines may not be made up except for verified illness or family emergency.
Contacts
- For lecture content, please contact Professor Claire Gruslin (Claire.Gruslin@uliege.be : 04 232/7290) or Dr Laurence Dessart (laurence.dessart@uliege.be).
Adaptation of teaching commitments following the COVID-19 pandemic for the May-June 2020 session
Teaching methods implemented : distance-learning
All the course material from the start of the quarantine until the end of the term is taught online with the following tools
- Video podcasts
- Online quizzes
- Online homeworks
- etc.
Assessment subjects
The content of all 10 course sessions is exam material. All the content is posted on Lol@.
Assessment methods
- Exam (individual): 40% All students do an oral examination - via Lifesize. The content of all 10 sessions is exam material. This individual test lasts 10 to 15 minutes and is composed of open questions.
- Article analysis (individual): 25% Students do a scientific article analysis.
- Case study (in groups of 4): 35% Analysis an recommendations based on a case: define the managerial issue and questions to address, and generate actionable recommendations with justifications.
Note that due to the exceptionnal circumstances, we have reduced the weight attributed to the individual exam (40%) and increased the weight given to the article analysis (25%) and the group work (35%).
Contacts
Claire.Gruslin@uliege.be
Laurence.Dessart@uliege.be
Adaptation of teaching commitments following the COVID-19 pandemic for the Aug-Sept 2020 session
Assessment subjects
The content of all 10 course sessions is exam material. All the content is posted on Lol@.
Assessment methods
- Exam (individual): 40% All students do an oral examination - via Lifesize. The content of all 10 sessions is exam material. This individual test lasts 10 to 15 minutes and is composed of open questions.
Contacts
- Claire.Gruslin@uliege.be
- Laurence.Dessart@uliege.be
- pbarbosa@uliege.be