Brands are everywhere – Apple, Samsung, Google; they are part of people’s life. Brands are not only important for consumers but also for companies. They have become a key strategic asset for companies. They have a major impact on a company’s success and are highly valued by investors. In view of brand’s importance in today’s business development, specific brand management concepts and theories have been developed in the recent past.
2. LEARNING OUTCOMES
On successful completion of this program, each student will acquire the following skills:
- Action-orientation: implementing solutions in context based on analysis and diagnosis (skill 2.4)
- Problem-solving orientation, through knowledge activation and application (skill 3.5)
- Pragmatism and risk-evaluative mindset when developing and implementing new product/service idea (skill 4.2)
- Leadership and team working (skill 6.1)
At the end of the course, students should be able to:
- Develop, implement and evaluate brand marketing strategies;
- Solve issues related to brand management in different sectors
- Think and act like a real brand manager
3.
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 such as fast-moving
consumer goods, luxury goods and fashion goods, on local and international
markets.
Several conferences will be organized with practitioners.
- Teacher: Detry Diane
- Teacher: Dumont Louise
- Teacher: Jupsin Thierry
- Teacher: Swaen Valérie