International Brand Management

Description
The course begins with an introduction to International marketing and its primary components. Throughout the subject we will be studying each of the elements that compose Brand Management, in order to understand broadly the characteristics, strategies, and importance of these elements in a company; contextualized in a political, economical and cultural environment.

Justification
Can anything be branded? A brand creates value by offering a combination of superior quality, continuity and predictability, ease of recognition, and piece of mind. While any product or service can be ?decorated? with a name, a logo, a slogan and other visual attributes, such outward expressions are not sufficient to develop a strong brand. They help buyers identify a firm´s offering in a cluttered environment. However, a strong brand also must have a distinct and unique identity in the mind of buyers, which is built through a consistent and coherent marketing effort over time.

Skill to Develop
Basic Institutional Skill: Case analysis and resolution

Objective
Lead the student in the development and APPLICATION of International Brand Management concepts.

Learning Results

At the end of this course students should be able to:

• Knowledge: Understand the International Brand Management concepts, being consistent with the convergence of international consumer needs.
• Skills: Identify and define the situations and troubles encountered by the company´s in the different cases.
• Apply marketing mix concepts in brand management cases
• Attitudes: Be able to argue and make decisions in the brand management process

EVALUATIONS:

• Class Contribution (individual) 20%
• Quizzes 20%
• Case Presentation 30%
• Final Project 30%

Methodological Options ? Learning Activities
This course relies highly on case studies.

References
Strategic Brand Management: Building, Measuring, and managing brand equity. Third Edition. Kevin Keller

Complementary Bibliography

• Chapter 11 International Marketing: Analysis and Strategy. Sak Onkvisit and John J. Shaw. Third Edition. ?Product Strategies?.
• Chapter 2. Kellogg on Marketing. Brand Positioning
• Dawar, Niraj and Amitava Chattopadhyay (2002), ?Rethinking Marketing Programs for Emerging Markets?
• Silverstein, Michael J. and Neil Fiske, ?Luxury for the Masses? Harvard Business Review