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Brand Management (Without Project)
International Business - Novancia Program
Paris, France
Dates: 1/23/17 - 5/27/17
Brand Management (Without Project)
OVERVIEW
CEA CAPA Partner Institution: Novancia Business School - Paris
Location: Paris, France
Primary Subject Area: Marketing
Other Subject Area: Business
Instruction in: English
Transcript Source: TBD
Course Details: Level 300
Recommended Semester Credits: 1
Contact Hours: 15
Prerequisites: Marketing approach and concepts (and mainly 'strategic marketing' ones:
* Strategic analysis / Strategic Area of Activity / Key Success Factors
* Positioning / Segmentation / Targeting
* Marketing Mix
Communication Policy fundamentals
Notions of 'culture', 'values', 'personality', 'identity' and '(self-)image' (Cf. Chapter 'Consumer behavior' in the basic Marketing lecture)
DESCRIPTION
Building and promoting a brand is a matter of communication, but a specific one and it goes far beyond. Branding has become a more and more commonplace, integrated and sophisticated way to rule a marketing policy and even strategic management. The fundamentals about building, assessing and managing the goodwill attached to a name are undoubtedly a curriculum basic of any quality business school.