International Brand Management MGT5035
- Academic Session: 2020-21
- School: Adam Smith Business School
- Credits: 10
- Level: Level 5 (SCQF level 11)
- Typically Offered: Semester 2
- Available to Visiting Students: No
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.
Requirements of Entry
Please refer to the current postgraduate prospectus at: http://www.gla.ac.uk/postgraduate/
Individual assignments 2,500-3,000 words
Main Assessment In: April/May
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.
Intended Learning Outcomes of Course
At the end of the course, participants are expected to understand the basic concepts relating to international brands and analyze and arrive at marketing decisions within the context of the brand's meaning. In addition students will be able to demonstrate:
■ Why international brands are important and how to build them
■ The arguments for and against global and pan-regional brands
■ The concepts of brand extension and stretching, their uses and limitations
■ Management of the international brand process and equity
Minimum Requirement for Award of Credits
Students must submit at least 75% by weight of the components (including examinations) of the course's summative assessment.