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Course Description
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Course Name
International Brand Management and Strategies
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Host University
Florence University of the Arts - The American University of Florence
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Location
Florence, Italy
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Area of Study
Communication Studies, Intercultural Communications, International Business, International Studies, Marketing
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Language Level
Taught In English
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Prerequisites
Successful completion of an undergraduate degree is required for this course.
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Course Level Recommendations
Upper
ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.
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Credits
3 -
Recommended U.S. Semester Credits3
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Recommended U.S. Quarter Units4
Hours & Credits
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Overview
This course offers an overview of theories and business practices related to building and managing brand identity at the international level. Starting from the legal connotations of a brand, key course components include the design and implementation of international branding and marketing programs through communication strategies and brand associations in order to build brand equity. Topics also explore new strategies aimed at extending or revitalizing existing brands to retain brand loyalty and consumer engagement, as well as to build an international community around the brand concept. A specific focus will also be dedicated to the panorama of the industrial and intellectual property rights (IPRs) for the management, economic exploitation, and protection of international brands. Through case studies, research, and active projects, students will fully experience and acquire a deeper understanding of the challenges and processes in globalizing a brand.
Course Disclaimer
Courses and course hours of instruction are subject to change.
Eligibility for courses may be subject to a placement exam and/or pre-requisites.
Some courses may require additional fees.