Marques et directeurs artistiques

Crédit : 2 ECTS
Langue du cours : anglais

Volume horaire

  • CM : 21 h

Description du contenu de l'enseignement

Brands are wonderful assets for companies, and especially in the luxury industry. Strong brands can influence purchase decision and create a specific emotional environment. Brands are often criticized but make up our world. The course is designed to give some specific theoretical and practical insights to manage brand equity. Students will learn how to develop brand equity, how to build new brand extension on top of it, and how to manage brands over time.

Planning course :
  • Session 1 - What is branding ? Building Strong Brands Brand elements
  • Session 2 - Brand identity ; Brand longevity
  • Session 3 - Brand community ; Brand Audit
  • Session 4 & 5 - The nature of the leather goods industry : perimeter, microeconomics, the roles of accessories, macro economics, fashion and basic trends, introduction to the group assignments
  • Session 6 - Brand Architecture
  • Session 7 - Business case presentation

Mode de contrôle des connaissances

Three grades will help to evaluate students :
  • One multiple choice questionnaire : 10%
  • Group participation (Cases) : 40%
  • Group assignement : 50%

Enseignant responsable

SEBASTIEN GIRARD



Année universitaire 2016 - 2017 - Fiche modifiée le : 07-07-2017 (15H20) - Sous réserve de modification.