The course "Global Branding" aims to equip graduate students with the knowledge and skills necessary to develop and implement effective branding strategies in a global context. The course will explore the unique challenges firms face when expanding their brand internationally, such as limited resources, cultural adaptation, and competitive positioning. Students will learn how to create strong brand identities, leverage digital tools for global outreach, and manage brand consistency across diverse markets. Emphasizing practical applications, the course will integrate case studies and real-world examples to demonstrate successful branding approaches. By the end of the course, students will be able to critically assess global brand opportunities, design actionable branding strategies, and apply cross-cultural marketing insights to strengthen a firm's international presence. This course prepares future leaders to navigate the complexities of global branding and drive success in competitive markets. Specifically, we cover the following topics:

- Introduction to Global Branding
- Global Brand Strategies
- Brand Value and Evaluation
- Brand Positioning & Segmentation vs. Brand Distinctiveness
- Digital Branding & E-Commerce
- Brand Communications

By the end of the "Global Branding Strategies for SMEs" course, students will have achieved several key learning objectives:

Understanding Brand Development for SMEs: Students will grasp the fundamentals of building and managing a brand in an international context, specifically for small and medium-sized enterprises with limited resources.

-      Global Market Analysis: Students will learn to evaluate international market environments, considering cultural, economic, and competitive factors that influence global branding strategies for SMEs.

Strategic Branding Approaches: They will be able to design and implement tailored branding strategies that align with the growth aspirations and resource constraints of SMEs.

-      Digital Branding and Communication: Students will explore the role of digital tools and platforms in global brand outreach, focusing on cost-effective online strategies.

-      Cross-cultural Branding: They will develop the ability to adapt branding messages and strategies to resonate with diverse cultural audiences across multiple regions.

Critical Thinking and Problem Solving: Students will be capable of applying theoretical insights to practical branding challenges SMEs face globally

Students are allowed to miss 2 sessions at maximum.

The course "Global Branding" will utilize a combination of interactive and practical teaching methods. Case studies will provide real-world examples of successful branding strategies, allowing students to analyze and discuss different approaches:

Lectures will offer theoretical foundations, while guest speakers from industry will share insights on branding in global markets. Group projects will encourage collaborative learning, where students develop branding strategies for SMEs entering international markets. Workshops on digital branding tools and cross-cultural marketing will offer hands-on experience. Finally, class discussions and debates will foster critical thinking and the exchange of ideas.

·       25% Online Quizzes

·       25% Active participation during class (quality and frequency of active participation during discussions, peer-discussions, group work, interim-presentations, performance in quizzes, etc.)

·       25% Quality of final presentation (in groups) 

·       25% Quality of mid-term presentation (in groups)

Please log in with your WU account to use all functionalities of read!t. For off-campus access to our licensed electronic resources, remember to activate your VPN connection connection. In case you encounter any technical problems or have questions regarding read!t, please feel free to contact the library at readinglists@wu.ac.at.