2377 International Brand Management for Sustainable Value
Prof. Dr. Stefanos Mouzas, LL.M Ph.D.
Contact details
Weekly hours
Language of instruction
09/14/22 to 09/23/22
Registration via LPIS
Notes to the course
Day Date Time Room
Monday 10/03/22 10:30 AM - 01:00 PM Online-Einheit
Monday 10/03/22 02:00 PM - 04:00 PM Online-Einheit
Tuesday 10/04/22 10:00 AM - 12:00 PM Online-Einheit
Tuesday 10/04/22 01:00 PM - 03:30 PM Online-Einheit
Wednesday 10/05/22 10:30 AM - 01:00 PM Online-Einheit
Wednesday 10/05/22 02:00 PM - 04:30 PM Online-Einheit
Thursday 10/06/22 10:00 AM - 12:30 PM Online-Einheit
Thursday 10/06/22 01:00 PM - 03:00 PM Online-Einheit
Friday 10/07/22 10:00 AM - 12:00 PM Online-Einheit
Friday 10/07/22 01:00 PM - 03:00 PM Online-Einheit

This course explores the role of International Brand Management for creating sustainable value. The course is about learning how to manage global brands sustainably. It builds on international marketing concepts and techniques to develop an in-depth understanding of international brand management. Brands are the most valuable assets of international firms. Brands embody the firm’s strategy and drive its execution. They represent what an international firm stands for and what it does. This course highlights the sustainability implications of managing brands and delivers a comprehensive set of strategic tools for effective international brand management. As such, this course is intended not only for students interested in branding, but also for those interested in sustainability, innovation, new product and service development, entrepreneurship, and value management. The course presents the types of decisions involved in managing global brands and addresses contemporary challenges and opportunities.

Please note that this course will be held online.

Learning outcomes

•    Explain the contingencies that affect the way global brands are managed sustainably.
•    Draw on analytical concepts used as the building blocks of managing global brands.
•    Evaluate the performance of brand decisions and assess sustainability implications.

Attendance requirements

Please note that the first (2 sessions on the first day) and last (2 sessions on the last day) sessions (days) are mandatory. If you do not attend the first session/day, you will be de-registered from the course. In order to obtain a grade for the course, students must attend at least 80% of the course. An absence of 4 hours (1 session) is permitted. 

Teaching/learning method(s)

The course aims at putting international brand management theory into practice by examining a number of real-world brands and case studies. Specifically, the aims of the course are to: a) create an understanding of the stratified process of international brand management, b) create awareness of the involved brand management decisions, and c) explore the criteria used to evaluate and monitor the sustainability of brand performance.



Students will be required to complete specific activities working in teams in each day of the course.  These activities will enable students to operate in a risk-free environment in order to experiment and make use of conceptual tools.

Individual Assignment and Reflection (100% Assessed):

In addition to these specific tasks of the team work, students be asked to prepare an Individual Assignment (ca 1000 words) and Reflection (ca 500 words), where you reflect on your personal key learning from this course.

Submission deadline: Submit your Assignment before the 31 October at 10am

Individual Assignment:

You are required to submit a ca 1,000 word written report as an individual assignment. The report is a recommendation for an action plan on a real-life brand or category of your choice that you are most familiar with. In preparing your recommendation of an action plan, use the following ‘executive’ format:

1.         The challenge (What is the challenge in the marketplace)

2.         Brand Objective (What is the company trying to achieve with the brand)

3.         Brand Strategy (The way by which the objective will be achieved) 

4.         Implementation (Value Proposition, Brand Iconography, Route to the Market, etc.)

5.         Resource Implications (Bottom-line implications)

Individual Reflection:

You need to write an individual reflection (ca 500 words) in which you reflect on your personal key learning from this course. What was the most valuable thing you learned in this course? How are you going to build on this insight? Be succinct and clear.

Assessment Criteria

Your individual assignment will be assessed against assessment criteria and you will receive feedback on the criteria detailed in the table below. Forward Guidance on the right of Table 1 will help you translate these criteria into what is needed for this particular piece of coursework. You can also use the general grade descriptors to help you critically evaluate your own work. The grade given to your work is a summary of the overall standard of the piece of work across all criteria.





Prerequisites for participation and waiting lists



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Recommended previous knowledge and skills


Availability of lecturer(s)

Stefanos Mouzas is Professor of Marketing and Strategy in the Department of Marketing at Lancaster University Management School. He has been Visiting Professor at WU Wien since 2013. He studied Economics (BSc), Law (LL.M) and Marketing (Ph.D.) and joined the corporate world to work with multinational companies Procter & Gamble, R.J.R-Nabisco, and Kellogg in Germany, Austria and Switzerland.  
Professor Mouzas was an Academic Lead of the Policy School in the Cabinet Office in London (2018-2019), where he was coordinating projects on tackling problems of social inequalities and climate change. He has been awarded two research grants (Knowledge Transfer Partnerships) that enable companies to respond to the challenge of climate change. He was co-investigator in the Catalyst-Citizen Transforming Society: Tools for Change, an EPRSC Cross-Disciplinary Interfaces Programme to investigate Citizen-led Innovation. His research was quoted by media (see The Independent) and the Program on Negotiation at Harvard University. For more details please visit the website:

Additional (blank) field

This course will be held online.

Unit details
Unit Date Contents
1 Day 1

International Brand Management:  A Managerial Challenge 

 We will critically examine the challenge that companies face today, including the driving forces of a changing business landscape, the relevance of sustainability, shifting economic conditions, digital technology, social media, and global competition for brands and market shares, and we will discuss why firms need to manage brands sustainably.

Student Task  -  The challenge  
Objective:  The purpose of this task is to develop understanding of real-life contingencies that impact upon international brand management.

1.    Read carefully the case study on Laundry and Cleaning; and look at the key challenge that companies face in managing their global brands.
2.    Explain why this challenge is relevant for businesses; consider concepts or ideas that could help us make sense of the real-life challenges that these companies face.
3.    Be prepared to engage in a discussion.

2 Day 2 - AM

The Need to Manage Brands Sustainably   

In examining the need to manage brands sustainably, we will examine 1) the need to engage with customer needs, 2) the need to create and capture value, and 3) the need to develop a coherent brand iconography

Student Task  -  Develop a Brand Management Plan

Objective: Prepare a brand management plan.

Students’ Task: Each group will prepare its action plan (laundry & Cleaning case)

 -Objective of your company

 -Strategy (The recommended way to achieve your objective)

 -Implementation and Resources needed (activities, products, prices etc.)

 -Critical Issues (Critical contingencies that you anticipate, e.g. critical issues regarding sustainability, technologies, energy, competition etc)

3 Day 2 - PM

A Framework for International Brand Management      

We will elaborate on a conceptual framework for brand decisions concerning analysis, strategy development, brand portfolio, pricing, brand-listing and shelf-space, promotion and retailer brands as well as monitoring.

Student Task  -  Present your Brand Management Plan

Objective: Present your brand management plan to your counterparts and work together:

Students’ activity:

 1. Manufacturers present their Brand Management Plan to retailers.  This Plan includes a proposal for cooperation.

 2.  Manufacturers’ objective is to 1) secure a sustainable distribution of their brands, 2) visibility of their brands at the point of sale, and 3) promote the sustainability of their brands to consumers.

 3. Retailers’ objective is to secure: 1) availability of those brands that consumers demand (avoid the listing of brands that are not sustainable), 2) maximize their revenues and profits for each product category and 3) promote the branding of their outlets and promote private labels (store attractiveness & store loyalty).  

4 Day 3

Putting Theory into Practice       

Developing an interactive approach, we will elaborate and practice international brand management. We will address strategic positioning, brand portfolio, pricing, brand-listing and shelf-space, promotion and retailer brands.

Student Task  -  In Class Team Work

Students’ activity:

1. Agreed wholesale prices (taking into account the cost/profit margin). Retail prices to consumers are defined by the retailers

2. Shelf space (as % of total space)

3. Private labels: wholesale prices and shelf space as % of total space. Retailers need to define retail prices of private labels

 4. Design sustainable products and services (e.g. new products, /re-launches)

  5. Promotion and collaboration (visibility, promote consumer- off-takes)

5 Day 4

Assessing Brand Performance 

 We will examine how companies assess the performance of their brands and discuss the managerial implications of different brand performances.

Student Task  -  Assessing Brand Performance

Objective: Assess the performance of your brand considering the implications in terms of:     

1.         Market Effectiveness (Sales / Assets)   

2.         Operational Efficiency (Profits / Sales) 

Discuss the resource implications for the company. What have we learnt from assessing the performance?

6 Day 5

 Managerial Implications

 We will examine the managerial implications of different brand performances

Student Task  -  Individual Assignment and Reflection (assessed 100%):

Students will be briefed to submit a written report as an individual assignment. The report is a recommendation for an action plan on a real-life brand or category of your choice. This will include an individual reflection in which students reflect on your personal key learning from this course.

Last edited: 2022-09-08