ISSUES IN CONTEMPORARY BRAND MANAGEMENT (CM5049)

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CM/BA 5049 examines branding decisions and tactics used in strategic decision making.Although mainly qualitative it includes financial analysis of brands, which requires intermediate financial literacy.It examines how branding decisions and tactics are used in strategic decision-making based on case studies and symbolic analysis.It is complemented by a series of guest lectures by leading branding executives explaining real-life cases.

Code: 
CM5049
Name: 
ISSUES IN CONTEMPORARY BRAND MANAGEMENT
Discipline: 
CM (Communications)
Type: 
Regular
Level: 
Graduate
Credits: 
4
Can be taken twice for credit?: 
No
Pre-requisites: 
Major=MA: Global Communications OR Major=MA: Global Comm. (Visual & Material Culture Track) OR Major=MA: Global Comm. (Fashion Track) OR Major=MA: Global Comm. (Digital Cultures and Industries) OR Major=MA: Global Comm. (Development Communications) OR Major=MSc: Strategic Brand Management
Co-requisites: 
GR5005 OR BA5001 OR BA5035

Learning Outcomes

  1. Students will demonstrate familiarity with key issues and concepts in international branding and marketing in general
  2. Students will understand why and how organizations should position and manage their brands and build strategies in a global context
  3. Students will be able to dissect and analyze branding issues and apply branding theories and concepts to respond to corresponding strategic problems and opportunities 
  4. Students will demonstrate culturally sensitive awareness of branding issues and an understanding of how contemporary social political issues form the basis of branding
  5. Students will be able to facilitate meaningful group discussions on marketing and other related topics in cross cultural contexts

Offering(s)

Term Code Name
Fall 2024 CM5049 ISSUES IN CONTEMPORARY BRAND MANAGEMENT

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