• 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.

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.

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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.

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
• topic presentations
• term project

Evaluation and grading: 

• Topic Presentation 25%
• Term Project 50%
• Peer-rating 10%
• Active Participation 15%

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