Provides an understanding of strategies brands use to position themselves in relation to international markets in the context of global business. Considers the socio-political contexts of markets and cultural influences that affect strategic branding decisions.
|Paper title||Special Topic: Current Issues in International Branding|
|Teaching period||Summer School (On campus)|
|Domestic Tuition Fees (NZD)||$872.70|
|International Tuition Fees (NZD)||$4,405.05|
- 54 200-level points
- Schedule C
- Teaching staff
No Textbook required. Readings will be advised on Blackboard.
- Graduate Attributes Emphasised
Global perspective, Interdisciplinary perspective, Lifelong learning, Communication, Critical thinking, Cultural understanding, Ethics.
View more information about Otago's graduate attributes.
- Learning Outcomes
Students who successfully complete the paper will:
- Demonstrate 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 emerging market contexts.
- Demonstrate understanding of the strategic challenges of branding internationally.
- Be cultural cognizant and engaged with new dynamics in marketing and consumer engagement – including gender, ethnicity and identity.
- Appreciate how audiences in recently developed and developing nations understand consumption differently to those in mature markets.
- Use frameworks from which to assess and create relevant communications /experiences for divergent audiences and consumer segments.