Overview
The strategies that brands use to position themselves in relation to international markets in the context of global business. Considers the socio-political contexts of markets and the cultural influences that affect strategic branding decisions.
This paper provides an understanding of the strategies that brands use to position themselves in relation to international markets in the context of global business. It considers the socio-political contexts of markets and the cultural influences that affect strategic branding decisions.
About this paper
| Paper title | Current Issues in International Branding |
|---|---|
| Subject | Marketing |
| EFTS | 0.1500 |
| Points | 18 points |
| Teaching period | Summer School (Distance learning) |
| Domestic Tuition Fees ( NZD ) | $937.50 |
| International Tuition Fees | Tuition Fees for international students are elsewhere on this website. |
- Prerequisite
- 54 200-level points
- Schedule C
- Commerce
- Notes
- May not be credited together with MART 330 passed in 2021, 2022 or 2023
- Contact
Associate Professor Andrea Insch andrea.insch@otago.ac.nz
- Paper Structure
Online Delivery Format - Online video schedule each week will be advised
Students will be assigned an online study group at the beginning of the course and will arrange a time to meet once per week. There will be a weekly online drop-in session to discuss assigned discussion questions and for Q&A.
- Textbooks
To be confirmed
- Graduate Attributes Emphasised
Global Perspective, Cultural Understanding, Lifelong Learning, Ethics, Communication, Critical Thinking.
View more information about Otago's graduate attributes.- Learning Outcomes
Students who successfully complete the paper will:
- Demonstrate an understanding of marketing and branding practice, demonstrating an ability to examine case studies and themes of how businesses have adapted to emerging socio-cultural dynamics and dynamic market contexts.
- Demonstrate understanding of the strategic challenges of branding internationally in dynamic market contexts.
- Appreciate how audiences in recently developed and developing nations understand consumption differently to those in mature, dynamic market contexts.
- Use frameworks from which to assess and create relevant communications /experiences for divergent audiences and consumer segments in dynamic market contexts