Brand Management in International Business (SBUEK_157)
About Study Course
Objective
Raise awareness of the specific nature of branding in the international business environment, acquaint with the topical problems of brand creation and maintenance, the elements of brand communication and the nature of branding architecture and building up a portfolio.
Prerequisites
Macroeconomics, Microeconomics, Business Management, Marketing, International Marketing.
Learning outcomes
Upon completion of this course, students will understand the nature and specificity of branding in the international business environment, the content and necessity of successful branding and branding process, development and development directions; they will be able to evaluate the principles for the development of brand architecture and requirements for portfolio development.
Upon completion of the study course, students will be able to build brands according to their element structure, current positioning and value-creating conditions and conduct their management in the international business environment, as well as to carry out research on the issues of brand development and, based on the research results, to identify and interpret problems of the international brand. They will be able to develop solutions to these problems and present them in companies.
Upon completion of this course, students will have acquired the necessary knowledge and practical skills in branding in the international business environment. Students will be able to scientifically justify the company's branding content and strategy in the international market within the scope of their competence, will be able to develop brand management structure and specific activities related to brand building in the context of value improvement, to identify the company's branding problems, to logically formulate and implement the necessary branding improvements.
Study course planning
| Study programme | Study semester | Program level | Study course category | Lecturers | Schedule |
|---|---|---|---|---|---|
| Management of International Marketing and Business, SMBVM | 2 | Master’s | Limited choice | Renāte Cāne | |
| Management of International Marketing and Business, SMBVMe | 2 | Master’s | Limited choice | Renāte Cāne |
