World over, organisations are recognising that brands are indeed a key and perhaps the most important strategic asset. In this context, the course International Brand Management addresses the critical need for developing a sound appreciation of issues, concepts, and approaches for developing and managing brands and their equities in the context of globalisation.

 6 x 3 hour lectures over a two week period.

2 x 2 hour tutorials over a two week period.

Intended Learning Outcomes

The course is intended to develop an understanding of and competence in building and managing brands and brand equity built on the foundation of modern marketing principles.

The course should enable students to:

1) understand why international brands are important and how to build them

2) analyse the arguments for and against global and pan-regional brands

3) discuss the concepts of brand extension and stretching, their uses and limitations

4) explore management of the international brand process and equity

Students must submit at least 75% by weight of the components (including examinations) of the course's summative assessment.