International Marketing with a Special Focus on Strategic Brand Management

This course is part of the (on-campus) August Undergraduate Program of the International Summer University 2021 at WU (ISU WU).

Course leader

This course is part of the (on-campus) August Undergraduate Program of the International Summer University 2021 at WU (ISU WU).

Target group

Undergraduate students

Course aim

The aim of this course is to discuss the challenges international marketers face nowadays and ways how to deal with them. Special emphasis will be put on Brand Management in this context.

Among other topics, we will focus on
• evaluating international business environments,
• assessing and selecting foreign markets,
• developing market-entry strategies, and
• designing suitable marketing strategies to serve international markets.

With regard to Brand Management topics, we will discuss questions such as:
• Why does brand strategy matter?
• What is a global brand?
• Cultural diversity and the global customer.
• Challenges and opportunities for a brand in international markets.

Credits info

4 EC
This course is part of the July Undergraduate Program of the International Summer University 2021 at WU (ISU WU).
ISU WU undergraduate students take two business courses worth 8 ECTS credits in total.

Fee info

EUR 0: For information regarding participation fee and payment please visit our website.

Scholarships

WU offers selected scholarships to students participating at the ISUWU. These scholarships highlight WU’s focus on emerging markets regions. Students can apply for a scholarship during the online application, if they meet the respective criteria.