MHN 222525 Global Brand Marketing
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The purpose of this MHN 222525 Global Brand Marketing module is to develop students' theoretical knowledge and critical understanding of marketing issues necessary for the successful development and maintenance of a brand in a global environment. This will encourage students to apply their theoretical knowledge and develop their personal creative skills to develop and sustain a successful global brand. Interactive problem solving techniques will be used to develop students' awareness and marketing skills. The purpose of this module is to promote a critical and exploratory approach to brand marketing and to empower students to acquire the necessary skills to understand the importance of theory and market knowledge as applied to a global environment. A summary of how PRME-related questions and topics are covered in the module. Corporate social responsibility and ethical trading are particularly relevant in the production, production and marketing of products and services. The PRME principles will be used to focus on the ethical practices of brand managers in the global marketplace.
Upon successful completion, students should be able to:
1. Critically analyzes the theoretical and ethical design and implementation of brand expansion strategies in the global marketing environment.
2. Evaluate the symbolic value of the brand for global consumers.
3. Assess the needs for adjusting the marketing mix and cultural traditions.
4. Demonstrate knowledge and understanding of the cultural issues (norms, values ??and social attitudes) that constitute consumption and how they affect consumer behaviour.
5. Assess country of origin issues in relation to marketing and consumption.
6. Demonstrate an understanding of corporate social responsibility and ethics in business organizations.
7. Demonstrate an understanding of the legal and ethical issues involved in protecting a brand.
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