Branding and Innovation

1st part: The aim of this course is to provide students with a complete overview of the most recent and effective trends in terms of consumer behavior, design, communication in the era of marketing lead by innovation.

2nd part: This course aims at giving students a specific insight on how to build & manage brand equity, & optimise the brand's contact points throughout consumer’s experience.

This class addresses brand personality, values and culture, branding, communication strategies, brand experience through case studies of famous European brands.

Course leader

Please contact Claire DELHOMME, winter programme manager: winter@audencia.com

Target group

Upper undergraduate students and graduate students

Course aim

1st part: Understand how the new trends in consumer behaviour have strongly modified the classic perception of marketing, and influenced its field turning it into creative forms of advertisement and innovative marketing strategies.
2nd part: The objective is to understand the idea of branding, and to have the working knowledge on how to conceive, build and maintain brand equity or brand value for the consumer over time.
It will provide the student with the tools, insights, examples to approach marketing problematics such as brand identity, brand building, & brand activation

Fee info

EUR 500: 500 euros tuition fee for free movers + 50 euros administrative fee
EUR 0: no tuition fees for nominated students from partner universities

Scholarships

n/a