Module Catalogue 2024/25

Pre Requisite Comment

N/A

Co Requisite Comment

None

Aims

- To provide students with deep knowledge and understanding of contemporary branding in an international context, by equipping them with fundamental and cutting edge theories/models and examples from global business practice.
- To develop advanced marketing research and critical analysis skills and be able to implement them in decision making, i.e. defining, implementing and evaluating brand management strategies in dynamic global business environment.
- To enhance the ability to work effectively with flexibility and sensitivity in multi-cultural environment on international brand management activities.

Outline Of Syllabus

- Introduction to Branding in International Markets
- Brand Equity and Measuring Brand Equity
- Brand Positioning and Brand Resonance
- Designing and Implementing Brand Marketing Programmes
- Brand Extensions and Managing Brands Over Time
- Managing Brands over Geographic Boundaries
- Contemporary International Brand Management: Main Challenges and Opportunities

Intended Knowledge Outcomes

After completing this module, students will be able to:
- Evaluate and critically appraise fundamental and cutting edge theories and practice of brand management in an international context and apply them to particular international case studies
- Investigate, assess and evaluate real world problems using analytical frameworks drawn from the international brand management theory

Intended Skill Outcomes

After completing this module, students will be able to:
- Propose and justify effective solutions based on critical analysis of data from different sources to address complex brand management problems (e.g. measuring and building brand strength) in the international marketing context.
- Contribute effectively to brand management activities in diverse international organizations by demonstrating cultural empathy and resilience.

Teaching Rationale And Relationship

Branding is acknowledged to be an important element of marketing theory and lectures introduce key theories related to the subject matter of the module.
Lectures will involve the presentation of real world examples and give the opportunity for further discussion to take place - on discussion boards and on the live sessions. Discussion of appropriate practical examples will simulate critical analysis regarding the usefulness of key theories.
Small group teaching in form of seminars, is directly related to the achievement of intended learning outcomes (e.g. development of problem-solving and analytical skills). It also provides the possibility for students to practice case-study analysis for the final, summative assessment. They will work in groups on the seminars (which provide opportunity for developing skills needed for work in diverse international organizations e.g. cultural empathy and resilience) and the outcomes - their presentations and reports will be used for formative assessment.
Private study is focused on guided reading of specified papers/chapters to enhance student independent learning.
The examination at the end of the module (summative assessment) is designed to stimulate student’s ability to (a) apply key concepts to a specific case study in international branding and (b) critically analyse relevant theory.

Assessment Rationale And Relationship

Students are assessed by a single summative assessment method – a case study based written exam.
It will test students' ability to apply relevant theories to particular marketing problems and undertake relevant research on their own initiative. This follows the format of professional bodies for marketers such as the Chartered Institute of Marketing (CIM).
The examination tests written communication, ability to tackle specific marketing problems and knowledge and critical analysis of module material.

Formative assessment – on the seminars (small group teaching activities) students will practice case-study analysis (using the past exam example) in groups and each group will present an answer to 1 case-related question. This will be followed by group discussion and in the end, the instructor will provide formative feedback.

General Notes

N/A