Course title: Brand in International Business (Thương hiệu trong kinh doanh quốc tế)
Course code: MKTE407
Department: International Trade – School of Economics and International Business
Course conducting:
Credit hours: 3
Prerequisite(s): Not required
- 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.
- COURSE CONTENT, TEACHING METHOD 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 |
8 |
4 |
4 |
20 |
1; 2; 5 |
|
5 – 8 |
Chapter 2: Market research; vision and mission of brands |
8 |
4 |
8 |
20 |
1; 2; 3; 4; 5 |
|
9 – 12 |
Chapter 3: Brand positioning and development strategy |
8 |
4 |
8 |
20 |
1; 2; 3; 4; 5 |
|
13 – 15 |
Chapter 4: Building a brand identity and communication system |
6 |
3 |
5 |
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; 5 |
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% |
|
|
|
|
|
Total |
100% |