Managing Cultural Products and Brands

HEC Montréal, Montréal, Canada
Between January and April

The purpose of this course is to familiarize students with the central decisions involved in managing products and brands in the cultural sector. Students are taught to appreciate the unique characteristics of cultural products; how to analyze product markets; how to create a meaningful consumption experience that complements the central work of art; and how to develop, protect and leverage a strong brand. Students learn to articulate major product and brand management issues at the strategic and tactical levels, apply relevant theoretical models and analytical tools in the context of managing cultural products and brands, and analyze the implications inherent to the implementation of product and brand strategies.