Syllabus

The Syllabus entails a short introductory note about the lecture’s objectives and it summarizes lectures’ content and documents’ references. Most of the readings can be dowloaded in the following posts.

Introduction: What is a brand and what is branding?

Content:

This lecture is an introduction to the course and the principles of branding and brand management. It intents is to give a definition of the key terms related to brand and branding (marleting mix, brand, branding, storytelling,etc.) and to show the interest and the extent of the unit.

Related documents:

Download fileDocument name
No Logo_Naomi Klein
Glossary of Terms
Global Brand Strategy: unlocking branding potential across countries, cultures and markets, Sicco van Gelder, 2003
The Language Of Branding: 'Brand', Brad Van Auken, 2007

Storytelling in branding management

Content:

Storytelling has become a strategic priority for direct and indirect brand marketing initiatives. This lecture focuses on the art of writing brand stories, showing that, from old times to contemporary marketing techniques, not so much has changed. The lecture will also focus on storytelling and transmedia, to understand its implication in marketing strategies.

Related documents:

Download fileDocument name
Carlo Alberto Scolari, Transmedia Storytelling: Implicit Consumers, Narrative Worlds, and Branding in Contemporary Media Production, 2009
Stephen Herskovitz and Malcolm Crystal, The essential brand persona: storytelling
and branding, 2010
Eveliina Tarvainen, Storytelling as a branding tool in social media_Master Thesis, 2013

Ethics and branding

Content:

The use of brand-based marketing campaigns has come under intense scrutiny over the past 10 years for its power to facilitate deception and emotional manipulation. This lecture intents to explain why and how anti-brand activism developed and its impact on corporate branding, in particular the expand of ethical products.

Related documents:

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The Ethics of Branding in the Age of Ubiquitous Media: Insights from Catholic Social Teaching, James F. Caccamo, 2009
The Ethical Backlash of Corporate Branding, Guido Palazzo and Kunal Basu, 2007
Managing Brand in the New Stakeholder Environment, Elsie Maio, 2003
Unpacking the Ethical Product, Andrew Crane, 2013

The internationalization of brands

Content:

The internationalization of a brand is a key step for a company willing to export its products abroad.This lecture describes adaptive marketing, the encounter between global brand and local cultures a well as the consequences of this internationalization for local markets (glocalization)

Related documents:

Download fileDocument name
Real Differences between Local and International Brands: Strategic Implications for International Marketers, Isabelle Schuiling and Jean-Noël Kapferer, 2004
The Starbucks Brandscape and Consumers’
(Anticorporate) Experiences of Glocalization, Craig J. Thompon, Zeynep Arsel
Nabil Ghantous, Brand internationalization strategy beyond the standardization/adaptation dichotomy, 2008
Aref A. Alaban, Linda A. Hayes, Georges N. Zinkhan, Anne L. Balazs, International Brand-name standardization/Adaptation: antecedents and consequences, 2001

Brand equity

Content:

Brand equity refers to brand strength and brand value. A basic premise of brand equity is that the power of a brand lies in the minds of consumers and what they have experienced and learned about the brand over time. Brand equity can be thought of as the “added value” endowed to a product in the thoughts, words, and actions of consumers. Understanding the sources and outcomes of brand equity provides a common denominator for interpreting marketing strategies and assessing the value of a brand. This lecture describes how brand equity is valued and the connection between brand strength and brand value to keep a strong relationship between brands and customers on the long term.

Related documents:

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Brands and brand equity: definition and management, Lisa Wood
The Relationship between Integrated Marketing Communication, Market Orientation, andBrand Orientation, Mike Reid, Sandra Luxton and Felix Mavondo, 2005
Removing negative country images: Effect of Decomposition, Branding and Product experience, David K. Tse and Wei-na Lee, 1993
Communicating Experiences: A Narrative Approach to Creating Service Brand Image, Dan Padgett and Douglas Allen, 1997

Brand architecture

Content:

Brand architecture is an organizing structure that specifies brand roles and the nature of relationships between brands. Brand managers now face market fragmentation, channel dynamics, global realities, and business environments that have drastically changed their task. In addition, there is pressure to leverage brand assets because of the prohibitive cost of creating new brands. This set of challenges has created a new discipline called “brand architecture.” It explores the needs for a company to be centralized or decentralized (in terms of its product range, sales, and marketing); and the extent to which the firm’s market offerings are standardized versus customized.

Related documents:

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B2B Brand architecture, Steve Muylle, Niraj Dawar, Deva Rangarajan, 2012
Conceptual analysis of brand architecture and relationships within product categories, Rajagopal, Romulo Sanchez
Integrating Branding Strategy across Markets: Building International Brand Architecture, Susan P. Douglas, C. Samuel Craig and Edwin J. Nijssen, 2001
Strategic Brand Concept and Brand Architecture Strategy–A Proposed Model, Andreas Strebinger, 2004

Building a corporate social responsibility image

Content:

The concept of corporate social responsability (CSR) has become a key strategic activity for many companies today. It is based on the concepts of social auditing, tranparency and corporate accountability. This lectures analyze the impact of CSR for companies and in its perception by consumers.

Related documents:

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Building Brand Image through Event Sponsorship: The Role of Image Transfer, Kevin P. Gwinner and John Eaton, 1999
Understanding Corporate Social Responsibility and Product Perceptions in Consumer Markets: A Cross-Cultural Evaluation, Jaywant Singh, Maria del Mar Garcia de los Salmones Sanchez and Ignacio Rodriguez del Bosque, 2013
Strategy and Society: the link between competitive advantage and corporate social responsibility, Michael E. Porter, Mark R. Kramer, 2006

Social media branding

Content:

Consumer behaviors have evolved with the venue of social networks, forums, social media and online videogames. Social media branding is now part of many branding strategies, modifying the relationship between brands and consumers, shortening the distance between them and changing their relationship. This article explores how companies integrate social media in their branding strategy and its consequences for their relationship with customers. Moreover, it focuses on techniques to optimize the visibility of brands on internet.

Related documents:

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Brand Community, Albert M. Muniz, Jr. and Thomas C. O’Guinn, 2001
How Social Media Is Changing Brand Building, Tracy stokes, 2012
To be or not to be in social media: How brand loyalty is affected by social media?, Michel Laroche, Mohammad Reza Habibi, Marie-Odile Richard, 2012
Social Media in B2B Branding, Haakon Jensen, 2010

Graphic design in branding

Content:

This lecture introduces the basics of graphic design: its evolution, its design process and legal issues regarding its protection. It also presents the basics of web design (Skeuomorphic Web Design and Flat Design) and logo design.

Related documents:

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Graphic Deigns Basics, Principles of Graphic Design, Kommission Aus und Walterbildung, Deutsche Gesellshaft fur Photographie, 2000
Principles of Graphic Design, Pat Morin
Understanding copyright, WIPO
What makes a good logo a good logo?, Beveridge Seay
Logo design basics, Hopkins School
Logo Design for record company, Paula DiMarco

Tools for marketing and branding

Content:

This chapter focuses on the main tool for marketing and branding: marketing mix, BCG charts, SWOT analysis, benchmarking, market researcn and the creation of a branding strategy.

Related documents:

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Swot Analysis, www.mindtools.com
Kay Kendall, Benchmarking from A to Z : Using Benchmarking to Achieve Improved Process Performance, 1999
Neil H. Borden, The Concept of the Marketing Mix, 1984
Michael G. Harbey, Robert F. Lusch, Branko Cavakarpa, A marketing mix for 21st century, 1999
Boston Consulting Group Matrix

Paul Hague, A practical guide to market research, 2012

The importance of consumer perception and behavior in branding

Content:

Understanding consumer perception is crucial to determine a branding strategy. The lecture will focus on Social, Cultural, Personal and Psychological factors influencing consumer perception, as well as consumer behavior during purchase (rational choice and emotional factor) and memorization.

Related documents:

Download fileDocument name
Consumer Perception of Product Quality and the Country-of-Origin Effect
Authors: Gregory R. Elliott and Ross C. Cameron
The influence of metaphors and product type on
brand personality perceptions and attitudes
Swee Hoon Ang and Elison Ai Ching Lim

Case study: Nokia in India

Content:

The Nokia case is relevant to understand the marketing mix and branding strategy the company used to become and stay the leader in a large market as India.A short presentation should be given by one or several students. The lecture will be an interaction between students, mediated by the lecturer.

Related documents:

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Zeeshan Mohammad, Brand dossier: Nokia, 2012
Krishnendu Karmakar, Arindam Banerjee, Paritosh Kumar Singh, Rajneesh Kumar Sharma, Review of STP and Marketing Mix: Nokia, 2012

Case study: Coca-Cola

Content:

The Coca Cola case is important to undertand how a woldwide company succeeded to boost its sales through the use of corporate social responsability, brand beliefs and brand behavior.

Related documents:

Download file Document name
Coca-Cola_Contagious magazine

Coca-Cola in Vietnam
Coca-Cola_Brand belief and behavior

Case study: L’Oreal

Content:

The L’Oreal case study is useful to undertand the portfolio brand strategy, the interest of multicultarism as a managing style and adaptive marketing.

Related documents:

Download fileDocument name
The L'Oreal case, by Community of European Management Schools
From an aggregate to a brand network: a study of the
brand portfolio at L’Oréal,
Claude Chailan
L’Oréal masters Multiculturalism, Hae-Jung Hong and Yves Doz, 2013
L’Oreal: Local Knowledge, Global Brand Case Study: What are Some of L’Oreal’s Ways?, Ted Landgraf, 2013

Introduction to International Political Relations

Content:

This lecture introduces students to a general framework for understanding international politics, that is to say the study of human organization at its highest and most complex level. The main purpose of this lecture is to introduce students to the notion of war and to show its evolution, to familiarize students with the process of theorization and with key notions regarding international relations (state, nation, power, war, civil war, International Political Relations). Furthermore, the lecture will give a general introduction to the history of international relations

Documents:

Download FileDocument name
Summary of Charles Tilly theory on war occurence
Sun Tzu_ The art of War
Joseph Nye_Soft Power

Realism, Neo-Liberalism, Constructivism and Post-Marxism

Content:

This lecture describes the main school of thoughts to explain how world politics work and which tenets shape its most visible outcomes, such as war, international crises, and revolutions.

At the end of the 5 hours lecture, students should be able to understand the interpretative framework of international relations and to formulate different interpretation to current events.

  • Presentation of Realism theories: Classical Realism (T. Hobbes, E. H. Carr), Structural realism (K. Waltz), Offensive and Defensive Realism (Mearsheimer), Joseph Grieco (Theory of alliances)
  • Description of Liberalism: The Kantian perspective, Democratic Peace (W. Wilson), Institutional theory (Keohane, Ikenberry)
  • The constructivist approach of international relations: The social construction of power (Alexander Wendt), critical theory
  • The English School: Hedley Bull and Martin Wight
  • Post Marxism: the school of Frankfurt (Jurgen Habermas)

Documents:

Realism/Neo-realism

Download fileDocument name
Guillaume Nicaise, What is war ? By Clausewitz (Summary), 2011
Stephen Walt, The Renaissance of Security Studies, 1991
Kenneth Waltz, Structural Realism after the Cold War, 2000
John I. Mearsheimer, The False Promise of International Institutions, 1995
Resumé du cours_Réalisme

Liberalism/Neo-Liberalism

Download fileDocument name
Perpetual Peace: A Philosophical Sketch, 1795
Governance in a Partially Globalized World, 2000
Keohane, . Power and interdependence revisited, 1997 + summary
Keohane, . Power and interdependence (summary), 1997
Résumé du cours_liberalisme

the Ennglish school

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Stanley Hoffman, Hedley Bull and His Contribution to International Relations, 1986
The international political thought of Martin Wight
Résumé du cours_Ecole Anglaise

Constructivism

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Alexander Wendt, Social Theory of International Politics, 1999
Martha Finnemore, National Interests in International Society, 1996
Peter Haas, Learning to learn_Improving international gouvernance, 1995
Résumé du cours_constructivisme

The Role and Evolution of Diplomacy

Content:

The conduct of diplomacy has changed significantly over the past sixty years. Prior to World War II, diplomacy was essentially a government-to-government relationship. Since the war, it has broadened to include as it is the diplomacy of the global economic system, cultural centers, international organizations, civil society organizations, etc. This lecture will try to explain the evolution of diplomacy, from the Westfalia treaty (1648) to contemporary diplomacy, identifying its key developments.

Documents:

Download FileaDocument Name
Alex De Waal, Darfur and the failure of the responsibility to protect,
Jan Melissen, Wielding soft power: the new public diplomacy, 2005
Laurence-Camille Richard, Diplomacy in the Twenty-First century: Change and Evolution, 2011
Ingrid D’hoogue, The rise of China’s public diplomacy, 2005
Mark Leonard_Public Diplomacy

Presentation of Intergovernmental Institutions

Content:

Intergovernmental Institutions are organizations composed primarily of sovereign states and established by treaty which provides to these institutions an international legal personality. This lecture aims at presenting the role of those intergovernmental institutions, in particular in the security sector, and to present the most important of them, that is to say the United Nations, the OSCE, the European Union, NATO, the African Union, the ASEAN, the Arab League, NAFTA.

Related documents:

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David M. Law, Intergovernmental Organizations and Their Role in Security Sector Reform

The Most Important International Treaties

Content:

The lecture intends to give insights on the process to achieve binding treaties, as well as the goals and impacts of the most important treaties framing international relations.

  • Treaties making process
  • The law of war
  • Human Rights law

Related documents:

Download fileDocument name
Geneva conventions
UN Charter
Vienna Convention on diplomatic relations
North Atlantic Treaty
International Treaties: Features and Importance

The Rome Statute instituting the International Criminal Court

The Role of NGOs: Track 2 Diplomacy

Content:

Track II diplomacy generally involves informal interaction with influential unofficial actors from civil society, business or religious communities, and local leaders. It generally seeks to supplement Track I diplomacy by working with middle and lower levels of society and often involves non-traditional methods, such as facilitating dialogue mechanisms and meetings that include participants from both government and non-government institutions. This lecture gives insights on the role of Non-Governmental Organizations and Institutional Organization as well as the limits of their influence to influencing and framing international issues.

Related documents:

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Herman Joseph Kraft, The Autonomy Dilemma of Track Two Diplomacy in Southeast Asia. Kraft, 2000
Dalia Dassa Kaye, Rethinking Track Two Diplomacy: The Middle East and South Asia, 2005
Oliver P. Richmond, Rethinking Conflict Resolution: The Linkage Problematic Between "Track I" and "Track II", 2001

World Geopolitics

Content:

Geopolitics traditionally studies the links between political power and geographic space, and examines strategic prescriptions based on the relative importance of land power and sea power in world history. This lecture will try to give a broad picture on who has got power in the world today and why, from a global to a regional perspective, trying to show how this notion of power has evolved with the evolution of technology and perceptions.

Related documents:

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Halford Mackinder, The Geographical Pivot of History
Samuel Huntington, Clash of civilizations, 1993
Zbigniew Brzezinski, The Grand Chessboard : American Primacy and Its Geostrategic Imperatives, 1953

2 Major International Issues: terrorism and natural resources

Content:

The lecture will first try to define terrorism (and explain this phenomenon) as an international threat (and to explain why states didn’t succeed to find a common definition for it) before to clarify its roots in local grievances. Secondly, the lecturer will try to map the key natural resources in the world and their impact on international relations. Finally, the lecturer will analyze the correlation between the existence of natural resources and weak institutions in a country.

Related documents:

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Paul R. Ehrlich, Jianguo Liu, Some Roots of Terrorism
Carlos Pascual, The Geopolitics of Energy: From Security to Survival, 2008
William F. Shughart II, An Analytical History of Terrorism, 1945-2000, 2006
Bryan Caplan, Terrorism: The Relevance of the Rational Choice Model, 2006
James D. Fearon, Primary Commodity Exports and Civil War

Understanding International Relations Negotiation

Content:

Understanding international negotiation is fundamental to appreciate the capacity of decision makers to ratify international treaties or to defend their national interest abroad. However, the complexity of international negotiations limits rationality of behaviors and the amount of information available for actors. Without trying to give a clear cut “formula” for successful negotiations (as there is not), the lecture aims at giving a broad picture of factors which may positively influence the outcome of a negotiation. In particular, this lecture focuses on Putnam and the two level game analysis, the game theory and the negotiation theory.

Related documents:

Download FileDocument Name
Putnam_Two level Game Theory
Druckman_Turning Points in International Negotiation: A Comparative Analysis
Daniel Lieberfeld, Evaluating the Contributions of Track-Two Diplomacy to Conflict Termination in South
Africa, 2002
Christian Downie, Managing Complexity in International Negotiations: Is there a role for treaty secretariats?, 2008

Media and War

Content:

This lecture emphasized the role of the media in war coverage and in determining policies and outcomes of significant events (known as the CNN effect). In particular, it will emphasize the role of online media and new “propaganda” (or storytelling) to influence the perception on conflicts. Furthermore, the lecture questions the neutrality and objectivity of journalists, presenting the propaganda model and its opponents to explain current media behavior.

Documents:

Download FileDocument Name
Eytan Gilboa, The CNN Effect: The Search for a Communication Theory of International Relations, 2005
Edward S. Herman, The Propaganda Model: a retrospective, 2000
Jenny Pickerill, Frank Webster, The Anti-War/Peace Movement in Britain and the Conditions of Information War, 2006
Thomas M. Cioppa, Operation Iraqi Freedom strategic communication analysis and assessment, 2006
Matt Mc Donald, Securitization and the Construction of Security, 2008
Christian Christensen, Uploading dissonance: YouTube and the US occupation of Iraq, 2008

New wars?

Content:

Since the middle of the 1990s, numerous analysts have argued that qualitative changes have occurred in the nature of violent conflict and that it is now possible to think in terms of ‘new wars’ that are distinct in significant ways from earlier forms of conflict. This new pattern focuses on ethnic competition as a source of conflict and distinguishing “new” civil wars as criminal, rather than political phenomena. The lecture’s intent is to explain the categorization of war and its consequences and to help students make their own opinion on this phenomenon. A brief focus will highlight the privatization of war and the use of private security companies.

Documents:

Download FileDocument Name
Deborah Avant, From Mercenary to Citizen Armies: Explaining Change in the Practice of War, 2000
Caroline Holmqvist, Private Security Companies: The Case for Regulation, 2005
Christina Hellmich, Al-Qaeda—terrorists, hypocrites, fundamentalists? The view from within, 2005
Mats Berdal, David M. Malone, Greed and Grievance, Economic Agendas in Civil Wars, 2000

Country Risk Analysis Methodology

Content:

This lecture gives insights on the process and difficulties to forecast crisis, presenting the main methodologies and indicators used by international institutions and private companies to determine country risks.

Related Documents:

Download fileDocument name
Criminal Intelligence Service Canada, Strategic Early Warning and Criminal Intelligence, 2007
Michael D. Ward, Nils W. Metternich, Christopher Carrington, Cassy Dorff, Max Gallop, Florian M. Hollenbach, Anna Schultz, Simon Weschle, Stepping into the future: the next generation of crisis forecasting models, 2012
Guillaume Nicaise, Horizon Scanning Methodologies, 2012

Conflict Analysis: Israel/Palestine

Content:

The lecture aims at giving a general understanding of the peace process in the Israeli-Palestinian conflict and the impact of international political relations on its current development.

  • Historic development of the peace process
  • The empricial situation
  • An international law approach: strengths and weaknesses
  • The regional dynamic: war in Syria, turmoils in Egypt, Lebanese threat and Jordan’s alliance
  • The International recognition of the State of Palestine and its economic and political prospectives

Documents:

Download fileDocument Name
Country Report Intelligence Economist Unit_ Israel_September 2013
International Crisis Group Report_Israel_May 2013
UNGA Resolution 181 (1947)
Camp David Agreement

Conflict Analysis: Afghanistan

Content:

War in Afghanistan is a very complex and multidimensional issue. Current war started in 2001 and has known several phases before partial withdrawal from the coalition of countries which invaded the country. Analyzing war in Afghanistan is an excellent exercise to understand the securitization process to go at war, current terrorism issues and the difficulties to build a strong and stable state. This analysis will specifically focus on:

? Recent history of the country (from the soviet invasion until today)
? 09/11 attacks and the legitimacy to attack Afghanistan
? The protracted war and the failure to create stable institutions and to fight against terrorism

Documents:

Download FileDocument Name
Intelligence Economist Unit Report_Afghanistan_3rd Quarter 2013
International Crisis Group Report_Afghanistan_June 2013

Conflict analysis: Syria

Content:

Following the Arab Spring, social protests have been repressed by the Syrian Government. Against all expectations, a bloody civil war started, opposing Sunni tribes against the Shia minority at power, dividing the country and generating a humanitarian crisis. The analysis of the Syrian conflict will enable students to better understand the internationalization of a conflict and the geopolitics of the region. A particular emphasis will be given to the refugee situation in Lebanon and its consequences.

Related Documents:

Download fileDocument Name
Country Report Intelligence Economist Unit_ Syria_September 2013
Country Report Intelligence Economist Unit_ Lebanon_September 2013
International Crisis Group_Syria report_June 2013
International Crisis Group_Lebanon report_May 2013

My PhD Dissertation

The Public Administration in Rwanda and Burundi in the age of international policies for good governance; an anthropological comparative approach

ehessThesis Director: Giorgio Blundo

Ecole des Hautes Etudes en Sciences Sociales (EHESS – School for Advanced Studies in the Social Sciences)

Abstract:

Structural Adjustments implemented by the World Bank and the International Monetary Fund (IMF) within developing states have a normative structure based on Weberian principles of governance. They aim at the modification of public services management towards a state organizational functionning matching the occidental ideology of good governance. However, this state reform exerts a socio-cultural impact which affects existing solidarities ( accountability modes) and modify the relation between the State, the Administration and the Citizens (governance modes).

My aim is to analyze the transposition of international norms of good governance into the bureaucratic procedures in Rwanda and Burundi, studying the implementation of good governance principles throughout decentralization. The findings and recommandations of the thesis will be relevant to optimize the implementation process of structural adjustment plans on decentralization and increase knowledge on its socio-cultural consequences.

Research Areas:

  • Political anthropology of the state
  • Decentralization, governance and public service’s delivery
  • Anthropology of transitional processes  and state’ structural reforms
  • Sociology of the organisation and behavioral norms, functionnalism

 

Welcome on my website!

Featured

guillaume-281x300Thank you for visiting my website. I am a specialist in governance issues and strategic research. I hold a PhD in anthropology. I have been working on the implementation of good governance norms by civil servants in Africa (Rwanda and Burundi).

You can find on this website a few publications, some personal information as well as my CV. Please feel free to contact me for any inquiry.

Best regards,

Guillaume

Le Laboratoire de la Gouvernance

Logo-3cmDuring my trip in Lebanon, I had the opportunity to meet a young man which status were quite unusual: he was Mininster of Economy for the Youth Shadow Government! Thanks to the sustain of the civil society, in particular the An Nahar Newspaper which welcome the association in its building, this NGO succeeded to be legally recognized as an association of public interest and to obtain institutional fundings. Its aim is to promote and represent interests of the Young Lebanese and enforce them towards the real government and the media. I then decided to create a similar structure in France, because young french people also deserve a better representation within the actual political system. Since December 2011, this project has been developped though an NGO called Le Laboratoire de la Gouvernance. It is only the beginning of the project but it promises to be particularly interesting. Your good will and your help are very welcome!