Study Guide

Objective

You are able to?
identify the crucial success factors of a brand in the international environment?
plan digital marketing activities from the point of view of brand development?
design and implement a communication plan for an internationalising brand?
describe the various methods of brand protection through immaterial rights??

Content

The study content will show you:
the main brand strategies in international marketing?
how the brand building process and digital marketing tools are used?
what is meant by digital brand communication and immaterial rights?
how to create various marketing materials using digital tools?

Materials

Lecture notes from the instructor
Following books:

Charnatony, L. d., McDonald, M. & Wallace, E., 2011. Creating Powerful Brands. Fourth ed. Amsterdam: Butterworth-Heinemann.
Keller, K. L., 2013. Strategic Brand Management: Building, Measuring and Managing Brand Equity. Global ed. Essex: Pearson Education Limited.

A set of articles to augment specific sections may be uploaded and made accessible in the course homepage.

Teaching methods

The aim of the course is to make you able to:

build, measure and manage Customer-Based Brand Equity (CBBE)
choose brand elements to enhance brand equity
optimize marketing mix elements to improve brand equity
design a digital branding strategy
be aware of possible global legal and ethical issues in branding

Exam schedules

The maximum number of points for the course is 100, broken down as follows:

Brand audit (40 %)
Digital branding plan (40%)
Individual tasks (20%)

To pass the course, you must:

Complete each item of assessment listed above;
Attain at least half of the available points for each item of assessment listed above.
No exceptions will be made to these minimum requirements.

Evaluation scale

1-5

Qualifications

Customer oriented marketing 5 ECTS credits
Customer insight and customer service 5 ECTS credits