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    Pepperdine University
  Nov 24, 2017
2017-2018 Graziadio Academic Catalog 
2017-2018 Graziadio Academic Catalog

MKTG 680 Global Brand Management (4)

Modern brands are a powerful force transcending the world’s borders, economies, and cultures. This course introduces the student to the global brand dynamic and focuses on why a global brand is important, how to nurture and protect a global brand, global brand management, and the importance of the brand’s authenticity in the formation of the consumer’s brand trust and commitment. The students will draw on their oral and written presentation skills and will be highly involved in bringing the course material to life. This course provides the opportunity for the student to apply course content to an assigned case/consulting project. Emphasis is placed on the practical application of branding concepts to global business. Prerequisite(s): MKTG 658 Marketing Management (4)  

Student Learning Outcomes
  1. Understand the nature, importance and context of a global brand strategy
  2. Recognize that in many situations there is a range of alternatives which should be evaluated
  3. Apply appropriate theoretical concepts, models, frameworks, tools and techniques which facilitate the development of global brand strategy
  4. Analyze alternative approaches to developing a global brand strategy
  5. Analyze the role of global strategy options in maintaining strategic fit and competitive advantage in organizations
  6. Evaluate factors influencing the development of global brand strategy
  7. Evaluate alternative global brand strategy practices in organizations
  8. Plan and control effectively for successful completion of personal and team (project and assignment) workload
  9. Present recommendations, in both oral and written form, using a justifying argument
Grading Basis: Graded