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Course Description
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Course Name
Branding
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Host University
Universidad del Norte
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Location
Barranquilla, Colombia
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Area of Study
International Business, Marketing
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Language Level
Taught In English
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Credits
3 -
Recommended U.S. Semester Credits0
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Recommended U.S. Quarter Units0
Hours & Credits
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Overview
Course 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, economic 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 peace 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.
General Objective of the Course
Lead the student in the development and APPLICATION of International Brand Management concepts.
Assessment
Learning Evidence % Class Contributions (Individual) 20% Quizzes 20% Case Presentation 30% Final Project 30%
Course Disclaimer
Courses and course hours of instruction are subject to change.
Eligibility for courses may be subject to a placement exam and/or pre-requisites.
Availability of courses is based on enrollment numbers. All students should seek pre-approval for alternate courses in the event of last minute class cancellations
Please note that some courses with locals have recommended prerequisite courses. It is the student's responsibility to consult any recommended prerequisites prior to enrolling in their course.