International School of Management - ISM

Course Description: The marketing of brands on a global scale is an increasingly important topic for both scholars and business strategists. It requires the adoption of a different vision or scope of thinking about markets, marketing management, and competitive strategies. More specifically, it requires a “strategic sensitivity” to identify whether to stress consumers’ areas of differences, or their areas of common or shared interests, when carrying out a worldwide marketing effort. In terms of the marketing of brands in such a global setting, global consumer differences or similarities can be in the realm of the responsiveness to a brand’s feature-sets; and/or in terms of reactions to the content or meaning of brand-related marketing message(s) and the message’s delivery vehicle or media.

The Global Brand Management course will provide a foundation for the continued examination of the challenges of crafting global brand strategies for the marketing and management of brands in a global arena. In the short-run, the content of the course will assist the students in their task of preparing an individual research papers. In contrast, in the long-run the course will assist students in maintaining their viewpoints, and possibly their skills, as it related to the changing global marketplace, especially the role of creating and maintaining brands in such a marketplace.