CE IEMES - Fontys ACI

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Studiegids Commerciële Economie 2013/2014Name AdvancedCourseExamination codeCompetence(s)Performance indicatorProfessionalproduct(s)Main subjects / shortdescription moduleBranding2259YADV26C4 Strategie en beleidC5 Planning en uitvoeringBrands are everywhere around is. They are a very powerful marketinginstrument and are still very important when it comes to creating a longtermrelationship with the consumer. This course discusses differentaspects of branding, the creation of brands, the management of brandsas well as measuring brand value.An overview of the courseSession 1.Introduction in branding, brand management and global courseoverviewThis session gives an insight into the world of brands and the managingof them. Also the importance of brands within the profit and non-profitindustries will be researched.Branding cultural entertainment (Keller chapter 1)This session also connects brands to the EME-industry and gives a lotexamples. We will discuss the importance of brands and also the role ofdifferent media.Session 2.Creating brand value & brand positioning (Keller chapter 2 and 3)This session we will look at the Customer Based Brand Equity model. Itgives an insight on how strong brands are built. Brand building blocks arevery important when it comes to building a strong brand.Brand psychologyBrands have strong influence on the buying behavior of consumers. Inthis session we will discuss the psychology behind brands.Session 3.Brand marketing programm (Keller chapter 4 and 5)The development of a brand consists of chosing specific brand elements,which are brought to life with different marketing campaigns.Brand activation (Keller chapter 6 and 7)Brand activation aims tot give brands a more centra land vital role in dethe lives of consumers. Experiences are very important in order toachieve this. ondersteund met allerlei marketingcommunicatieinstrumenten.76
Studiegids Commerciële Economie 2013/2014Session 4.Brand measurement (Keller chapter 8, 9 and 10)Brands represent a certain value for consumers but of course also for thebrand owners. This session discusses methods that can be used tomeasure brand value.Brand strategy (Keller chapter 11)This session is also about how a brand strategy is developed. What areimportant aspects a brand manager has to think of.Session 5.Brand extensions (Keller chapter 12 and 13)There are many different ways you can make a brand grow. An importantway is by making use of brand extensions. In this session we will discussdifferent types of brand extensions, we will also look at advantages anddisadvantages of certain extensions.International branding (Keller chapter 14)Brands are international. Well-known brands are mostly internationaloperating brands. However one day they too were small. This sessiondiscusses the process of internationalization of brands.Session 6.Brand communities & future brandingSocial media plays an important role in branding. Social media created alot of communities that use certain brands. In this session we will discussthe link between brands and communities. We conclude the session witha future forecast.SummaryThis session will also be used as a summary of the past weeks. Probablywe will do a rehearsal exam. There is time to ask questions about theentire course.Mandatory literature Strategic Brand Management – A European perspective, second edtion /Kevin Lane Keller, Tony Apéria & Mats Georgson / Pearson Education Ltd./ 2011 / ISBN: 0273737872 / € 55,9977
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