Download Consumer Marketing and Brand Management CMBM

Consumer Marketing and Brand Management
CMBM
Instructor: Haithem Guizani
E-mail: [email protected]
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Office: 114
Course website: https://sites.google.com/a/iepg.fr/consumer-marketing-and-brandmanagement/home
1. Course overview
David Packard, co-founder of Hewlett-Packard Company, said: “Marketing is too important to be
left to the marketing department”. Since the 1980s, marketing has become a cornerstone of our
economic system and even permeating many influential areas of developed countries’ systems
(e.g. politics, education, art industry). Marketing is defined by Philipe Kotler as: "The science and
art of exploring, creating, and delivering value to satisfy the needs of a target market at a
profit”. I personally prefer the more modern and practical definition given by Sault Colt
“Marketing is creating irresistible experiences that connect with people personally and create
the desire to share with others”. I believe that consumption is an important psycho sociological
fact which transcends an individual’s behaviors and relationships. Tell me what you buy and I
will tell you who you are, has never been truer than in today’s society. Marketers should concoct
a magic 4P (Price, Promotion, Place and Product) potion in order to satisfy consumers and to
reach potential consumers.
2. Course objectives
This course provides an overview of consumer behavior analysis and brand management
principles and practices. It is based primarily on case studies and theoretical issues from
sociology and psychology. The main goals are:
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Acquiring tools and techniques for analyzing markets and competition
Conducting market research and exploring quantitative and qualitative methods
Analyzing consumer behavior and introducing Consumer Culture Theory
Introducing the marketing mix and segmentation
Acquiring knowledge based on marketing communication and advertising creation.
Understanding brand management models
3. Sessions Overview
Week 1:
Introduction: This session introduces the marketing function in organizations, the
concepts of need and desire. We will also explore external market analysis techniques and
competition analysis.
Assignment 1: (in class)
Run a PESTEL analysis for the Pepsi brand
comparison with Coca Cola
. What differences did you notice in
?
Assignment 2:
Have a look at: www.blablacar.fr and analyze the strengths and weakness of this website
Week 2:
Business Models and strategic analysis
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SWOT matrix, Boston Box, Business model Canevas
Readings:
1. Kurt Matzler, Viktoria Veider and Wolfgang Kathan (2015), Adapting to the Sharing
Economy, Sloan Management Review December 16, 2014.
2. Efe Aksuyek, Fredrik Hacklin, Ikhlaq Sidhu , Cost of sustaining a disruptive service:
evidence from the Netflix’ business model innovation.
3. Filling in the Gap of a Rebranding Disaster;
http://adage.com/article/news/branding-gap-s-logo-change-disaster/146525/
Assignment (in class): analyze and discuss Blablacar BM using the Business Model
Canevas
Week 3:
Modeling and analyzing consumer behavior: perception, attitude, behavior and
involvement.
Readings:
Füller Johann(2010), Refining Virtual Co-Creation from a Consumer Perspective
California Management Review. Winter2010, Vol. 52 Issue 2, p98-122.
Week 4:
Modeling and analyzing consumer behavior: Emotions, Social identity, Personality, selfconcept
Readings:
Shahjehan et al (2012), The effect of personality on impulsive and compulsive buying
behavior, African Journal of Business Management .
Assignment:
Read the following paper and discuss the effects of culture and religiosity on consumers’
behaviors.
Mahajan, Vijay( 2013), Understanding the Arab consumers, Harvard Business Review.
May2013, Vol. 91 Issue 5, p128-133. Give other examples.
Week: 5
Market segmentation
Readings:
Yankelovich, Daniel; Meer, David (2006) Rediscovering Market Segmentation Harvard
Business Review, Vol. 84 Issue 2,
Week: 6
Targeting and positioning
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Readings:
Ahrendts, Angela (2013) Burberry's CEO on Turning An Aging British Icon into a Global
Luxury Brand. Harvard Business Review. Jan/Feb2013, Vol. 91 Issue 1/2, p39-42.
Week: 7
Communication strategy and communication axis
Readings:
Werner Reinartz, Peter Saffert (2013) Creativity in Advertising: When It Works and
When It Doesn’t, Harvard Business Review.
Week: 8
Brand, Product and Services
Week: 9
Brand Audit, outcomes and sources of Brand Equity
Readings:
Interbrand methodology
Week: 10
Brand Community, brand emotional power, brand extension and pricing strategy
Readings:
1. Schembri S. (2009) Reframing brand experience: The experiential meaning of Harley–
Davidson, Journal of Business Research, 62, 1299–1310.
2. Bic case
Assignment:
Conduct a netnographic analysis on a relevant brand community. According to you, what
are the different profiles of community members?
Week: 11
Introducing market research: qualitative and quantitative methods
Week: 12
Brand Audit group presentation and case discussion
4. Grading
20% Brand audit presentation
10% Class participation and assignments
70% Group Project
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5. Rate your professor