École du management et de l’innovation, Master in Communications, Media and Creative Industries the Next Generation : Five Steps for Delivering Value and Measuring Returns Using Marketing ; “Principles of Advertising & IMC”, Tom Duncan. The Future Beyond Brands, powerHouse Books, 2005 ; Barthes, Roland, Mythologies, Farrar, Straus & Giroux, 1972 ; Merleau-Ponty, Maurice, Signs, Northwestern University Press, 9th edition, 1964 ; Branson, Richard, Sir Richard Branson, the autobiography, Longman Cheshire Pty Ltd, 2002.
Semester : Autumn Number of hours : 24 Language of tuition : English
BRANDING AND WORD DESIGN
Semester : Spring Number of hours : 24 Language of tuition : English
Teachers : Nicolas BORDAS (Président, Being worldwide, VP, TBWA Europe), Samantha FIELDS (International Operations Manager, AuFéminin). Prerequisite : At least, level 4 in English language. Pedagogical format : Lecture and tutorials Senior lecturers : Samantha FIELDS (International Operations Manager, AuFéminin), Charlotte LANDES (Project Manager). Course validation : Grades are divided up in into three parts : 45% The Grill ; 45% Brand Project (group grade) ; 10% Individual Participation. Pedagogical method : Lecture course with tutorials : 24 hours : 12 x 2 hours. Course Description : The course aims to demonstrate that brands are one of the most effective tools for developing businesses and customer marketing. The value of brands is demonstrated using the disciplines of marketing and communication. Through both theory and practice, the course covers the most common and useful concepts concerning brands : early brands and the way branding has developed : founding acts and drivers of development, marketing seen through the prism of branding, the DNA of brands. Creating the fundamentals of brands : brand platform (a tool to drive brands within an organisation and externally) ; brand territory (the role of language in brands) ; brand architecture and brand experience (uniting customer and business strategy). Required reading : Kapferer, Jean-Noël, The new strategic brand management. Creating and sustaining brand equity long term, Kogan Page, 2008 (4th edition) ; Roberts, Kevin, Lovemarks,
Teachers : Valentin JOOS (Co-fondateur / Co-President chez JOOSNABHAN), Pierre NABHAN (Co-Fondateur / Co-Président chez JOOSNABHAN). Prerequisite : Course taught in English Language ; a level 4 and more is required in English to register for this course. Pedagogical format : Seminar Course validation : 10% participation ; 55% individual (2 types of evaluation : one individual presentation of a case study, one individual presentation of the collective on going project) ; 35% collective : evaluation of the work done in the on going project. Pedagogical method : 12 x 2h. Course Description : When creating or repositioning a brand, words come ﬁrst. The branding and word design program will therefore address overall branding questions with a unique angle on the importance of words in brand identities : To deﬁne a brand and its reason to be ; The strategic words e.g. brand positioning and brand architecture ; To help a brand expressing itself ; The creative words e.g. manifesto, naming, nomenclature, tone of voice ; To implement a brand and engage its audience ; The engagement words e.g. language guidelines and experience with a focus on digital experience Inspired by a design thinking approach, this program will balance between theoretical classes and workshop sessions to provide operative strategic and creative know-how for future brand experts. 1913