Branding strategies for business development

MBA Specialisation module

Duration

3 days

Recognition

Language

English

Cost

€ 1950

Format :

Objective

  • Promote an holistic understanding of business, based on the assumption that branding serves a fundamental strategic function.
  • Build brand assets and create enduring competitive advantage for brands.

Profil

Experienced Managers and Executives

Prerequisite

  • Bac + 3 minimum.
  • At least 5 years of managerial experience.
  • Toeic test > 750 pts

Programme

What is a brand? 

  • Storytelling and the consumer.
  • Case study: Porsche – The cayenne launch. 

Building a brand strategy : the 3vs

  • Value proposition / value customers / value network.
  • Xiameter : the past and future of a disruptive innovation. 

The critical importance of design

  • Case study: Hyundai Motor Company – Design takes the Driver’s seat

Pricing strategies

  • Case study: Apple’s pricing: embracing mass and class? 

Building customer loyalty

  • The customer experience issue
  • Case study: Raleigh & Rosse : measures to motivate exceptional service.

Methode and pedagogy

  • This module is a part of the Global MBA ‘Branding Strategies’ Specialisation Major.
  • The whole module is organized so as to allow participants to learn and implement a strategic brand management approach to any situation where branding applies.
  • It will alternate lectures, real life case studies, applications of major concepts to the participants’ professional background and more standard case studies.
  • The course will alternate lectures, real life case studies, applications of major concepts to the participants’ professional background and more standard case studies.

 

Evaluation and penalization

CrossKnowledge (15%), Class Participation (15%)

Group Case Study (25%), Final Individual Case Study (45%).

Individual online questionnaire and oral group evaluation at the end of the course, completed by an individual online evaluation one month after.

 

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