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Brand Development Strategic Project

  • Enseignant(s):   R.Queiros  
  • Titre en français: Projet stratégique et développement de marque
  • Cours donné en: anglais
  • Crédits ECTS: 6 crédits
  • Horaire: Semestre de printemps 2021-2022, 4.0h. de cours (moyenne hebdomadaire)
  •  séances
  • site web du cours site web du cours
  • Formations concernées:
    Maîtrise universitaire ès Sciences en management, Orientation stratégie, organisation et leadership

    Maîtrise universitaire ès Sciences en management, Orientation comportement, économie et évolution

    Maîtrise universitaire ès Sciences en management, Orientation marketing

    Maîtrise universitaire ès Sciences en management, Orientation business analytics
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The course aims to provide the knowledge of how to build winning brands from a deep understanding of product categories, habits and target consumers. As well as to provide the knowledge of Brand management best practices

It provides strategical thinking to manage a brand. It seeks to train the future professionals to lead brand development projects while applying knowledge and methodologies:

1. Equip the participants with the set of skills and tools to develop and manage brand

2. Understanding the process and methodologies of the different subjects:

-How to build winning brands from a deep understanding of product categories, habits and target consumers: Brand purpose, Brand essence, Brand vision

-Brand management best practices : Product portfolio optimization, How to manage vertical and horizontal expansion, Geographic and channel adaptations, Pricing to boost profitability, Best-in-class promotions across each phase of the purchase funnel…..

- Carry out a professional project report for the Sponsor, thus showing their synthesis and analysis capacities.

- Innovation projects scope during the course: either innovation or renovation of products, services and channels,

- The sponsor(Nestle) is a real company with problems to be solved, studies to be conducted. Nestle will therefore view the students as real consultants and will expect thorough work from them and conclusions that will be achievable within their specific constraints. The appraisal of the students will be done together with Nestle.


In collaboration with Nestle, the course is oriented to apply the tools and knowledge in real environments and challenges. It strives to stimulate and inspire the future managers, those who will make the strategic decisions needed to meet the challenges of tomorrow. At the same time, by working hand in hand with a company that is present in different business categories and different field of activities that must adapt to a changing business environment, the students will better understand new challenges, future risks and opportunities.

New brand strategies can help transform organizations to identifying new opportunities and boost revenue and profitability. A strategical thinking process, tools and methodologies can be applied across the different brand development phases.

This course offers a practical “learning by doing” experience in which students apply concepts, tools, and theories from the MScM curriculum to the complex, unstructured, real-world challenges and opportunities faced by managers. Management draws evidence-based insights from a variety of disciplines. (e.g., marketing, innovation, finance, strategy, etc.)

Each project is different and grounded in a different marketing environment. There will be 3 projects during this course with different objectives under Nestle Food business Product Category (SBU)..

It is most likely that internships are a possibility after this course within the sponsor company.


If you approach this course the way that you have successfully approached others in the MScM program, you will almost surely be disappointed. There are no assigned readings. It is your responsibility to find the right information.

Please read carefully the presentations of this course and the videos supplied by the sponsors.


We will assume that all students in the class have attended a basic Marketing strategy or business management class. This means that we assume you will know some of the basic Strategy frameworks, such as key methods to analyse an industry profitability (especially Porter’s 5 forces framework) or when firms should adopt Generic strategies or BCG matrix to understand what projects can become stars or dogs in the portfolio and therefore make strategic choices on the allocation of people and funds.



  1. This course cannot be combined with the other Marketing company project module.
  2. We have limited number of students to 30


1ère tentative

Sans examen (cf. modalités)  

The evaluation will be conducted by a panel made up of the Client/Sponsor representatives and the Instructor. There will be one grade awarded to all members of the group, except if there is a individual penalty

The project grade will be made up of:

  • Team work: 70%
  • Individual contribution: 30%

Grades are based partially on inputs from the client sponsor. An evaluation grid (see Evaluation criteria) will be sent to the sponsor, which will impact the grade.

PPT presentation of max 30 slides + Executive summary of 2 pages word doc


Oral 0h60 minutes

Oral 60 minutes


The grade will be made up of:

  • Individual contribution: 30%
  • Team work: 70%

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