Brand Management in International Business

Study Course Description

Course Description Statuss:Approved

Course Description Version:5.00

Study Course Accepted:02.02.2024 12:29:54

Study Course Information
Course Code:		SBUEK_157		LQF level:		Level 7
Credit Points:		2.00		ECTS:		3.00
Branch of Science:		Management		Target Audience:		Business Management; Management Science; Marketing and Advertising
Study Course Supervisor
Course Supervisor:		Renāte Cāne
Study Course Implementer
Structural Unit:		Faculty of Social Sciences
The Head of Structural Unit:
Contacts:		Dzirciema street 16, Rīga, szfrsu[pnkts]lv
Study Course Planning
Full-Time - Semester No.1
Lectures (count)		6	Lecture Length (academic hours)		2	Total Contact Hours of Lectures		12
Classes (count)		4	Class Length (academic hours)		2	Total Contact Hours of Classes		8
Total Contact Hours								20
Part-Time - Semester No.1
Lectures (count)		4	Lecture Length (academic hours)		2	Total Contact Hours of Lectures		8
Classes (count)		2	Class Length (academic hours)		2	Total Contact Hours of Classes		4
Total Contact Hours								12
Study course description
Preliminary Knowledge:
Macroeconomics, Microeconomics, Business Management, Marketing, International Marketing.
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.
Topic Layout (Full-Time)
No.	Topic			Type of Implementation		Number	Venue
1	Brand management. Brand experience: business view, customer view. Branding – developing brand value for consumers.			Lectures		1.00	auditorium
				Classes		1.00	auditorium
2	Brand management concepts. Brand building and management process. Brand positioning.			Lectures		1.00	auditorium
				Classes		1.00	auditorium
3	Branding analysis. Brand identity, individuality, its implementation. Creating brand associations.			Lectures		1.00	auditorium
				Classes		1.00	auditorium
4	Brand strategy: brand extension and portability.			Lectures		1.00	auditorium
5	Marketing complex for building brand value and developing brand value.			Lectures		1.00	auditorium
				Classes		1.00	auditorium
6	Brand strategy: hierarchy and architecture.			Lectures		1.00	auditorium
Topic Layout (Part-Time)
No.	Topic			Type of Implementation		Number	Venue
1	Brand management. Brand experience: business view, customer view. Branding – developing brand value for consumers.			Lectures		1.00	auditorium
2	Brand management concepts. Brand building and management process. Brand positioning.			Classes		1.00	auditorium
3	Branding analysis. Brand identity, individuality, its implementation. Creating brand associations.			Lectures		1.00	auditorium
4	Brand strategy: brand extension and portability.			Lectures		1.00	auditorium
5	Marketing complex for building brand value and developing brand value.			Lectures		1.00	auditorium
				Classes		1.00	auditorium
Assessment
Unaided Work:
Analysis of a brand consumer value of the international company chosen in accordance with the consumer value pyramid. Development of the brand positioning of the chosen company for the foreign market, justifying the choice of strategy (a presentation). An in-depth study of international branding by familiarising with literature sources and comparing to the current situation of the selected company brand, to draw conclusions and practical recommendations for brand value improvement, considering the social and economic situation in the country and the specific nature of the chosen company (a report). Study on the specificity of brand perception planes and brand components for a product or service. (a presentation). Building up a brand architecture and management portfolio (a presentation).
Assessment Criteria:
Participation in seminars (20%), independent work (30%), exam (50%).
Final Examination (Full-Time):		Exam (Written)
Final Examination (Part-Time):		Exam (Written)
Learning Outcomes
Knowledge:		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.
Skills:		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.
Competencies:		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.
Bibliography
No.	Reference
Required Reading
1	T.C. O’Guinn, C.T. Allen, R.J. Semenik. Advertising and Integrated Brand Promotion. 6th Edition, CENGAGE Learning, 2011, 736 pp.
2	S. Mainwaring. We First: How Brands and Consumers Use Social Media to Build A Better World. Palgrave Macmillan, 2012, 256 pp.
3	Ph. Patterson, L. Wilkins. Media Ethics: Issues and Cases. 8th Edition, McGraw-Hill, 2013, 336 pp.
4	D.L. Wilcox, G.T. Cameron. Public Relations: Strategy and Tactics. 10th Edition, Pearson, 2011, 624 pp.
5	A.Wheeler. Designing Brand Identity: An Essential Guide for the Whole Branding Team. 4th Edition, John Wiley&Sons, 2012, 362 pp.
6	D. Millman, R. Walker. Brand Thinking and Other Noble Pursuits. Allworth Press, 2013, 336 pp.
7	S.Stratten, A. Kramer. UnMarketing: Stop Marketing. Start Engaging. Wiley, 2012, 272 pp.
8	T.A. Shimp. Integrated Marketing Communications in Advertising and Promotion. 8th Edition, CENGAGE Learning, 2010, 485 pp.
9	V. Praude, J. Šalkovska. Integrēta Mārketinga Komunikācija. Zinātniskā monogrāfija. 2. sēj. Rīga: Burtene. / rec.: Baiba Rivža, Biruta Sloka, Dainis Zelmenis, Inna Stecenko. 2015. - 408 lpp.
10	Brand Management in Emerging Markets: Theories and Practices / [edited by] Cheng Lu Wang, Jiaxun He. Hershey, PA : Business Science Reference, 2014, 331 pp.
Additional Reading
1	D. Yerigin. The Commanding Heights: The Battle for the World Economy. Free Press, 2002, 512 pp.
2	M. J. Gannon. Understanding Global Cultures: Metaphorical Journeys Throw 28 Nation Clusters and Continents. SAGE Publications, 2003, 480 pp.
3	D. N. Barnett. Brand Protection in the Online World: a Comprehensive Guide. Singapore Pte. Ltd., 1st edition, 2012.
4	G. Champniss and F. Rodes Vila. Brand Valued: How Socially Valued Brands Hold the Key to a Sustainable Future and Business Success. John Wiley & Sons, 2011, 290 pp.
Other Information Sources
1	Journal of Marketing.
2	Journal of Brand Management.
3	Journal of Brand Strategy.
4	Journal of Product & Brand Management.