Global Brand Management

1. Basic Course Information

Course Code: 060733
Course Name: Global Brand Management
Course Type: Specialty course
Periods: 48
Credits: 3
Target Students: Undergraduates Majoring in International Business
Assessment: Examination
Preparatory courses: Management, Marketing

2. Course Introduction

Global Brand Management is a compulsory course for international business majors. In this course, we mainly explore the brand operation from the perspective of brand strategy management. Students can master the content, procedures and methods of brand management in a comprehensive and systematic way. Taking under consideration processes of economic globalization. This course follows the order of brand development, brand management and brand maintenance. Through the use of different theoretical frameworks, we deeply discuss the basic principles of brand management, brand development history and the integration of brand strategy design. In teaching practice, in order to improve the students' learning, practice and innovation ability, we use a variety of forms such as classroom discussion, case analysis, social practice, market research and brand planning, etc., to realize the combination between brand management knowledge and its practical application