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, 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.
- 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 Research, 66(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.
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.
Contacts
- 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