Syllabus

Title
1666 Global Branding Strategies
Instructors
Dr. Brigitte Bojkowszky
Contact details
Dr. Brigitte Bojkowszky brigitte.bojkowszky@wu.ac.at
Type
PI
Weekly hours
2
Language of instruction
Englisch
Registration
09/08/20 to 09/15/20
Registration via LPIS
Notes to the course
This class is only offered in winter semesters.
Dates
Day Date Time Room
Wednesday 11/04/20 10:00 AM - 02:00 PM TC.3.12
Saturday 11/07/20 10:00 AM - 02:00 PM TC.5.03
Tuesday 11/10/20 01:30 PM - 06:00 PM D3.0.218
Saturday 11/14/20 10:00 AM - 02:00 PM D4.0.022
Saturday 11/21/20 10:00 AM - 02:00 PM TC.4.03
Thursday 11/26/20 10:00 AM - 12:00 PM Online-Einheit
Procedure for the course when limited activity on campus

Rotation mode: The attendance time of the course is divided between two student groups whereby I hold all units, but changing student group A or B are present in the physical classroom. Group A will be in the physical classroom the first half of the session, group B the last; e.g.: a 10:00 - 13:00 session will be divided into group A 10:00-11:30 and group B 11:30-13, etc. The split up into group A and group B will be according to the alphabet, whereby the number of students shall be rather equal in each group.

The students themselves work on the content that cannot be dealt with in class, which is going to be:

  • the theory in form of lecture slides provided online. Difficult theoretical parts will be covered again in the physical classroom (basically switched classroom setting!)
  • preparation for topic presentation, which have to be uploaded to the learn@wu! (will be presented and discussed in the physical classroom!)
  • preparation (reading) for case workshop and discussion (workshop and discussion will be held in the physical classroom!)
  • preparation for project presentation, which have to be uploaded to the learn@wu to be shared!

 

Contents
  • This course builds on a strong foundation in marketing knowledge and skills which students have acquired in the course of their MSc Marketing program. Know-how in global marketing, consumer behavior, marketing research is a prerequisite. 
  • Global branding strategies addresses strategic branding decisions faced by an organization on an international/global level.
  • It gives insights into how to create profitable brand strategies by building and managing brand equity.
  • It seeks to increase an understanding of studying theories, tools, and models for managing brands and branding decisions.
  • Moreover, this course provides a forum for students to apply these principles through cases, conceptual exercises and a term project.
  • Moreover, particular focus is put on current brand management and branding topics, respectively, such as COVID-19 pandemic, social movements, the purpose of brands, CSR.
Learning outcomes

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

  • Building on knowledge gained in complementary courses in marketing and integrate this with new theoretical input of managing brands and branding strategies.
  • Successfully applying theoretical knowledge and principles in practical activities such as cases, topic presentations, and term project.
  • Understanding current challenges of brands with regards to COVID-19 pandemic, social movements, the focus on the purpose of brands, and the possible chances that arise by tackling this issues going forward.

_________________________________________________________________________

By the end of this course students will understand:

  • The roles of brands, the concept of brand equity, and the advantages of creating strong brands;
  • Ways to build brand equity by properly choosing brand elements, designing marketing programs and activities, and leveraging secondary associations;
  • Measuring sources and outcomes of 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.
Attendance requirements

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!

Teaching/learning method(s)
  • case discussions
  • topic presentations
  • term project
  • switched classroom setting: theory in self-study
Assessment

Evaluation and grading: 

  • Presentation - C/D-Matrix 15%
  • Topic Presentation 20%
  • Term Project 30%
  • Case Workshop and Discussion: Longchamp 10%
  • Presentation - Brands & Social Movement 15%
  • Peer-rating 10%
Readings
1 Author: Kevin Keller, Vanitha Swaminathan
Title:

Strategic Brand Management, Building, Measuring, and Managing Brand Equity


Publisher: Pearson Higher Education
Edition: Global Edition 5/E
Year: 2020
Content relevant for class examination: Yes
Recommendation: Reference literature
Type: Book
Prerequisites for participation and waiting lists

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.

Availability of lecturer(s)

upon appointment

brigitte.bojkowszky@wu.ac.at

Unit details
Unit Date Contents
1

Preparation for 1st session:

  • slide pack 1: Brands & Brand Management
  • slide pack 2: Customer-Based Brand Equity
  • slide pack 5: Managing Brands across Borders and Market Segments
  • listening to BrandsTalk podcast episode 1 Power of Brands, 4 Kotányi

in class:

  • Introduction to course “Global Branding Strategies”
  • Workshop: Brands & Brand Management
2

Preparation for 2nd session:

  • final decision of brand for term project!
  • slide pack 3a: Brand Positioning, Brand Values
  • slide pack 3b: Choosing Brand Elements
  • listening to BrandsTalk podcast episode 2 Brands in Japan
  • preparation of group presentation: applying the C/D Matrix based on the readings: Dawar N, Bagga C. A Better Way to Map Brand Strategy. Harvard Business Review. June 2015; 93(6): 90-97.

in class:

  • finalizing companies for project
  • group presentation: application of the C/D Matrix
  • Theory Q&A
3

Preparation for 3rd session:

  • slide pack 4a: Designing Marketing Programs
  • slide pack 4b: IMC in Brand Management
  • slide pack 4c: Branding in the Digital Era
  • slide pack 6: Leveraging Secondary Brand Associations
  • listening to BrandsTalk podcast episode 7 Brand in the Investmentbanking Industry, 8 Magenta

in class:

  • Topic presentation 1: Greyser, S. A. and Urde, M. (2019) ‘What Does Your Corporate Brand Stand For?’, Harvard Business Review, 97(1), pp. 80–88.
  • Topic presentation 2: DAWAR, N, & BENDLE, N 2018, 'MARKETING IN THE AGE OF ALEXA', Harvard Business Review, 96, 3, pp. 80-86.
  • Theory Q&A
4

Preparation for 4th session:

  • slide pack 7a: Measuring Sources of Brand Equity
  • slide pack 7b: Measuring Outcomes of Brand Equity
  • listening to BrandsTalk podcast episode 5 Brands across Continents, 6 AI-powered purpose-driven brand, 9 Cultural Influence on Global Branding Strategies
  • brand choice for Presentation – Brands & Social Movement

in class:

  • Topic presentation 3: Knowles, J., Ettenson, R., Lynch, P. & Dollens, J. 2020, "Growth Opportunities for Brands During the COVID-19 Crisis", MIT Sloan Management Review, vol. 61, no. 4, pp. 2-6.
  • Topic presentation 4: Sidibe, M. 2020, Marketing Meets Mission, Harvard Business Review, Boston.
  • Theory Q&A
5

Preparation for 5th session:

  • slide pack 8: Designing and Implementing Brand Architecture Strategies
  • slide pack 9: Brand Extensions
  • slide pack 10: Managing Brands over Time
  • listening to BrandsTalk podcast episode 4 Kotányi, 8 Magenta

in class:

  • Case 3: Longchamp. J. Avery, T. Junker, D. Beyersdorfer. Harvard Business School. 2017.
  • Q&A session (project presentation, theory, exam)

NOTE:

Tuesday Nov 24, 12 noon deadline for uploads:

  • project presentation
6

Presentation - Brands & Social Movement

submit peer rating

Last edited: 2020-10-26



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