Introduction
• Presentation of the course objectives.
• Overview of marketing and branding in the digital age.

Session 1: Fundamentals of Marketing and Branding
• Exploration of the Marketing Mix and brand strategy: Understanding the principles of the target, competitive landscape, branding strategy…
• Group work: Study and presentation of analyses of different brands.

Session 2: Innovation and Strategy with AI
• Introduction to AI technologies in marketing: potential, tools and use cases.
• Modification of existing brand strategies thanks to AI: practical application in small groups.
• Final presentations of group projects and open discussion on innovative approaches.

Teaching methods: (e.g. lecture in an amphitheater) (with tutorials) (with or without tutorials)…
• Interactive methods: Quizzes, class discussions, group work, and case studies.

• Practical application: Use of AI tools for the creation and adaptation of marketing strategies.
• Constructive feedback: Individual and collective feedback to promote learning and continuous improvement.

At the end of this course, you will be able to:
•Be familiar with the fundamentals of brand marketing and strategies to build a strong and recognizable brand identity.
• Discover the latest trends in digital marketing, including the use of social media, content marketing, and SEO to effectively engage your audience.
• Better understand consumer behavior and how data insights can influence brand strategy.
• Work in team to analyze real-world case studies, develop creative marketing campaigns, and present your strategies in a compelling way.
• Deepen your understanding of AI technologies and their integration into the development of a marketing plan in a fun way

1st session : Continuous assessment (case studies)

Resit sessions : Written or oral exam