The "Visual Identity and Graphic guidelines" course is offered to students enrolled in the Marketing and Advertising Master. Specializing in marketing, students will understand during the sessions the importance of the visual identity, the elements of a brand and their adaptation in the establishment of a brand strategy and an IMC plan. Integrated into a marketing communication plan, the visual identity, the brand assets, with codes and supports will help students understand the success factors of brand architecture (brand mix, brand extensions): the visual psychology and the appropriate affective or rational atmosphere. The practical objective would be to propose or apply a graphic chart as a response to strategic recommendations for positioning and differentiation in a dynamic competitive environment.

Temps présentiel : 17.5 heures

Charge de travail étudiant : 57.5 heures

Méthode(s) d'évaluation : Participation et assiduité, Projets

Référence :
Philip Kotler , Kevin Keller, Marketing Management,14th Edition, Pearson Wheeler, Designing Brand identity : An essential guide for the whole branding team, 2012