2023-2024 / MARK0785-1

Brand Management


30h Th

Number of credits

 Master in management (120 ECTS)5 crédits 
 Extra courses intended for exchange students (Erasmus, ...)5 crédits 


Laurence Dessart, Claire Gruslin

Language(s) of instruction

English language

Organisation and examination

Teaching in the second semester


Schedule online

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, public relations, or community management;
  • 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.
In particular, the Brand Management course contributes to the following Key Learning Outcomes:
  • 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, hybrid learning)

Face-to-face course

Additional information:

  • 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.

Gelb B.D., Rangarajan D. (2014) Employee Contributions to Brand Equity, California Management Review. 56(2), p.95-112

Lund N.F. , Scarles C., & Cohen S.A. (2019) The Brand Value Continuum: Countering Co-destruction of Destination Branding in Social Media through Storytelling, Journal of Travel Research, pp. 1-16.

Scholz J., & Smith A. N. (2019) Branding in the age of social media firestorms: how to create brand value by fighting back online. Journal of Marketing Management, 35, pp. 1100-1134.

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 Research66(1), pp. 105-114.

Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: a social media perspective. Journal of Product & Brand Management, 24(1), 28-42.

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

Dessart, L. (2018). Do ads that tell a story always perform better? The role of character identification and character type in storytelling ads. International Journal of Research in Marketing, 35(2), 289-304.

Holmqvist, J., Wirtz, J., & Fritze, M. P. (2020). Luxury in the digital age: A multi-actor service encounter perspective. Journal of Business Research, 121, 747-756.



Exam(s) in session

Any session

- In-person

written exam ( multiple-choice questionnaire, open-ended questions ) AND oral exam

- Remote

written exam AND oral exam

Written work / report

Continuous assessment

Additional information:

  • Exam (individual): 45% 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.
  • Brand audit (in group): 40% Analysis and recommendation about a given brand.
  • Case study (individual): 15%  Students will answer an online case study to evidence their understanding of each section of the course. 
Note:Please note that both the individual assessment  (exam and case study) and group assignment need to be succeeded  (>= 10) to pass the course in the first session. Any failed assessment activity will have to be retaken in the resit session. The reported grade will be that of the average of the 3 grades if all assessments are passed, OR the failed one if one of the 3 assessments is failed. 

Work placement(s)

Organisational remarks and main changes to the course

  • 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.


  • Professor Claire Gruslin (Claire.Gruslin@uliege.be : 04 232/7290)
  • Dr Laurence Dessart (laurence.dessart@uliege.be)

  • Assistant: Youssra EL MIDAOUI youssra.elmidaoui@uliege.be


Association of one or more MOOCs