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

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

Grading Basis: Graded