Global Branding Strategies addresses strategic branding decisions faced by an organization on an international level. This course gives insights into how to create profitable brand strategies by building, measuring, and managing brand equity. It seeks to increase an understanding of studying theories, tools, and models for branding decisions. Moreover, this course provides a forum for students to apply these principles through articles, cases, and conceptual exercises. Particular attention is paid to psychological principles at the customer level to improve managerial branding decisions.

The course aims to develop strategic thinking in a global marketing context. Utilizing a teaching approach that mixes article presentations, case discussions, and a group project students will learnkey concepts and tools used in developing global marketing strategies and in managing global marketing challenges.

By the end of the course students will have understood:

• The roles of brands, the concept of brand equity, and the advantages of creating strong brands;
• Ways to build brand equity,designing marketing programs and activities;
• Different approaches to measuring brand equity;
• Alternative branding strategies and how to devise brand hierarchies and brand portfolios;
• The role of corporate brands, family brands, individual brands, modifiers, and how to combine them into sub-brands;
• How to adjust branding strategies over time and across geographic boundaries to maximize brand equity.

mandatory attendance! 

You may not miss more than 20% of class. Moreover, you have to make up for every assignment or workshop you may miss!

• case discussions
• article presentations
• project presentations
• lectures

Evaluation and grading: 

• Article Presentation 10%
• Project Presentation 20%
• Case Discussions 12%
  • Colgate 3%
  • Longchamp 6%
  • L'Oreal Yue Sai 3%
• Final Exam 50%

Peer-rating 8%

This course is part of the portfolio of elective courses of the Master of Science in Marketing program at WU. The course imparts in-depth knowledge in one or multiple selected specialized fields of marketing. The course builds on a strong foundation in marketing knowledge and skills which students acquire during the first year of WU's MSc Marketing program (this first year comprises 62.5 ECTS credits in total).

For MSc Marketing students, the successful completion of the following courses is a prerequisite for the admission to this elective course:

• Customer-Centric Management (7.5 ECTS)
• Consumer and Buyer Behavior (5 ECTS)
• Marketing Research Design and Analysis (7.5 ECTS)

Additionally, MSc Marketing students are prepared for this elective course by taking courses in the following fields during their first year:

• Global Marketing Strategy (5 ECTS)
• Marketing Communications (7.5 ECTS)
• New Product Development and Brand Management (7.5 ECTS)
• Marketing Engineering and Marketing Models (5 ECTS)
• Marketing Metrics and Performance Measurement (5 ECTS)

Moreover, this elective course builds on 45 ECTS credits in business administration which students had completed in order to be admitted to WU's MSc Marketing program.

upon appointment

brigitte.bojkowszky@wu.ac.at