Syllabus overview (public)

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Programme Master in Management
Academic Year Academic Year 2023/2024
Module/course Code MB04
Delivery location Paris
Language English
Course type Elective courses 30h
Contact hours 30
Level 5 (year post baccalaureate)
Semester Fall/Spring
Field (Discipline) Marketing
Academic Department Marketing


Module/course Summary

During the Fall 2023-2024, this course will only be taught in French.
During the Spring 2023-2024 this course will be taught in English and will be reserved to students of OP126 - Consumer-centric Marketing specialisation.

Brands are one of the most valuable assets that a company owns. 

The course is articulated around three main parts:

- First, brands are historically contextualized and defined within the contemporary brand economy.
- Second, brands are analyzed through a tripartite conceptual model, including: 
   (1) the morphology of brands (brand codification),
   (2) the narratology of brands (brand storytelling), and the axiology of brands (brand contract and brand ideology). 
- Third, brands are presented in light of strategic decisions such as brand positioning and definition of a brand mantra.

The course is developed along a live case facilitating the application of theories and models discussed in class.

The course combines theory and practice, traditional and innovative perspectives on brand management. Participants will be accompanied into the profession of brand management by having a comprehensive illustration of the decisions, logics, and interfaces of branding. Brand management will be located at the heart of the overall marketing strategy, and contextualized to various industries through extensive cases and exemplifications drawn from different geographical markets. Classes will combine both frontal lessons and applications of theories and models one structured group project. Rules about group composition will be given on the first class.


Principles of Marketing