COURSE DESCRIPTION

This course in an introduction to the principles of branding “à la française” focusing on diverse brand strategies from mass market brands, to premium and luxury brands. Brand managers’ responsibilities are broad and multi-dimensional in a continuously changing environment. This course aims at training students to use professional brand and product management concepts and tools providing current know-how and practical insights into the real issues faced by brand managers. A variety of product categories will be covered to give students a clear overview of the diversity of “Made in France” brands, including fashion and accessories, fragrance, beauty, food and drink. Brand, museum and store visits are planned as a complement to lectures and workshops. This course is for self-motivated students with the willingness and curiosity to independently read, research, analyze, and make strategic and creative recommendations in the context of a “Made in France” brand launch project which they will manage from A to Z.

COURSE OBJECTIVES

Introduce students to the realities of managing products and brands, giving them the practical knowledge necessary to develop and launch a “Made in France” brand. Help students understand the specific brand and product management approach of French brands.

EXPECTED LEARNING OUTCOMES

Upon completion of this course students should be able to:

• Understand the fundamentals of product and brand management.
• Demonstrate the ability to analyse marketing situations, to summarise information and to make recommendations.
• Understand the specific nature of “Made in France” product and brand management.
• Create a new fashion, fragrance or food brand concept that can succeed in Paris.
• Know how to develop a new brand and present it in a convincing manner to investors.

*Course content subject to change