Course Catalogue

LJMU Partner Taught

To equip students with a range of skills to critically evaluate and develop international business strategies including the assessment of how brands operate in a global environment. To enable students to successfully analyse and evaluate branding strategy with reference to up-to-date cases.

Outline Syllabus:Case study approach to branding in an international marketplace Introduction to the key issues in global/international branding; Analysis of branding strategies; Deploying an appropriate marketing mix for brands in overseas markets.

Additional Information:This module aims to equip the learner with a range of skills to critically evaluate and develop international branding strategies. There will be a series of directed tasks to prepare the learner for the seminars and lecturers. These will synthesise the disciplines of brand management within an international environment. There will be a strong correlation with the input on group formation and teamwork skills undertaken as part of the skills induction to the programme. On completion of the module the learner will be able to synthesise the marketing mix and services marketing mix in a contextually relevant way in international markets, analyse market research information in the development of the marketing strategy of an international organisation, analyse sustainable product strategies and techniques of international brands and evaluate appropriate branding strategies.