User Rating: 0 / 5
Course title: Brand in International Business
Course code: MKTE407
Department: International Trade - School of Economics and International Business
Credit hours: 3
Prerequisite(s): None
1. COURSE OBJECTIVES
The course equips students with basic knowledge about branding in international business. It also provides tools for building, positioning and developing brands in international business.
2. COURSE CONTENT AND SCHEDULE
|
No. |
Content |
Time Allocation |
Contribution to CLO |
|||
|
Hour(s) on the class |
Essays, Exercise, Assignments... |
Self-study with teacher’s tutorials |
||||
|
Lecture |
Practice, Seminar… |
|||||
|
1 - 4 |
Chapter 1: Overview of brands in international business and brand-building process |
9 |
3 |
4 |
20 |
1; 2; 5 |
|
5 - 8 |
Chapter 2: Market research; vision and mission of brands |
9 |
3 |
7 |
20 |
1; 2; 3; 4; 5 |
|
9 - 12 |
Chapter 3: Brand positioning and development strategy |
9 |
3 |
8 |
20 |
1; 2; 3; 4; 5 |
|
13 - 15 |
Chapter 4: Building a brand identity and communication system |
3 |
6 |
6 |
20 |
1; 2; 3; 4; 5 |
|
Total |
30 |
15 |
25 |
80 |
||
- COURSE ASSESSMENT
- Score ladder: 10
- Type of assessment
|
Form |
Content |
Criteria |
CLO |
Proportion |
|
|
Formative |
Attendance |
Students have to attend all the lectures, complete all the assignments and express their opinions in the lectures
|
The number of attendances and participation in lesson |
1; 2; 3 |
10% |
|
Midterm test |
Subjects covered in this course |
Writing test/ assignments/ presentation/ group work |
1; 2; 3; 4; 5 |
30% |
|
|
Bonus Points |
Correctly answering questions in class will be awarded a bonus point of 0.2 pts in the mid term or 0.1 in the final test |
|
|
|
|
|
Summative |
Final test |
Subjects covered in this course |
Writing exam (Multiple-choice and/or essay questions), Assignments, Report, Project, Oral Examination, or a combination of the above |
1; 2; 3; 4; 5 |
60% |