International Branding
Datos Generales
| Nombre de la asignatura | Nivel de formación | Clave de la asignatura | |
| International Branding | Licenciatura | CU004 | |
| Prerrequisitos | Area de formación | Departamento | |
| Sin prerrequisito | Especializante Selectiva | Departamento de Mercadotecnia y Negocios Internacionales | |
| Academia | Modalidad | Tipo de asignatura | % de créditos mínimos |
| Comercio y Operaciones Internacionales | Semipresencial Mixta | Curso-Taller | 50 % |
| Carga Horaria | |||
| Teoría | Práctica | Total | Créditos |
| 20 | 20 | 40 | 8 |
| Trayectoria de la asignatura |
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Contenido del programa
| Presentación |
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| The student will be able to identify the different company’s paths that travel for their Brand to be known, positioned and recognized almost anywhere in the world. In the other hand students will be able to answer why Brands are important, what they represent to consumers, and what firms should do to manage them properly.
A great task of organizations is to internationalize and thereby give value to their brand and the Bachelor of International Business as a strategy for the strategic application process. The professional of the international business will be the one that designs, short, medium and long term strategies that brands can implement to gain international positioning and recognition. |
| Objetivos del programa |
| Objetivo general |
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Know and apply methodologies that require globalized knowledge about International business in order to build international brands charged of extra value coming from positioning and differentiation.
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| Contenido |
| Contenido temático |
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PART I Opening Perspectives PART II Developing a Brand Strategy PART III Designing and Implementing Brand Marketing Programs PART IV Measuring and Interpreting Brand Performance PART V Growing and Sustaining Brand Equity PART VI Closing Perspectives
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| Contenido desarrollado |
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PART I. Opening Perspectives Chapter 1 Brands and Brand Management PART II. Developing a Brand Strategy Chapter 2 Customer-Based Brand Equity and Brand Positioning Chapter 3 Brand Resonance and the Brand Value Chain PART III. Designing and Implementing Brand Marketing Programs Chapter 4 Choosing Brand Elements to Build Brand Equity Chapter 5 Designing Marketing Programs to Build Brand Equity Chapter 6 Integrating Marketing Communications to Build Brand Equity Chapter 7 Leveraging Secondary Brand Associations to Build Brand Equity PART IV. Measuring and Interpreting Brand Performance Chapter 8 Developing a Brand Equity Measurement and Management System Chapter 9 Measuring Sources of Brand Equity: Capturing Customer Mind-Set Chapter 10 Measuring Outcomes of Brand Equity: Capturing Market Performance PART V. Growing and Sustaining Brand Equity Chapter 11 Designing and Implementing Branding Architecture Strategies Chapter 12 Introducing and Naming New Products and Brand Extensions Chapter 13 Managing Brands Over Time Chapter 14 Managing Brands Over Geographic Boundaries and Market Segments PART VI. Closing Perspectives Chapter 15 Closing Observations
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| Actividades prácticas |
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Presentation of an International Branding work. Assistance to congresses of Marketing and Marketing of Goods. Attend NEGOMARKET from May 5 to 9, 2025.
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| Metodología |
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The application of the course methodology will be in a participatory environment with presentations and dissertations by the teacher using diverse audiovisual media. Supported by research and presentations of students both individually and by team. Accompanied by group dynamics to address, analyze and design strategies and solutions to issues related to the subject. Always based on bibliographic references and other types.
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| Evaluación |
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Cases and Tasks 20% Exams 30% Final assignment 50% Total 100% El ciclo escolar 2025 "A" inicia el jueves 16 de enero de 2025. Fecha de fin de cursos viernes 23 de mayo de 2025. Asistencia del 80% de las clases para tener derecho a calificación en el periodo ordinario. Asistencia al 65% de las clases para tener derecho a calificación en el periodo extraordinario. Periodo de Evaluación a alumnos para el Ciclo 2025-A: - Registro y publicación de evaluación continua ordinaria viernes 23 de mayo de 2025. - Registro y publicación de evaluación continua extraordinaria miércoles 28 de mayo de 2025.
Fecha límite de descarga de reporte de calificaciones y entrega al departamento miércoles 28 de mayo de 2025. |
| Bibliografía |
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Libro : Branding: Guía práctica para planear su estrategia de marcas Randall, G. (2002) Panorama No. Ed 2 ISBN: . Libro Marca de Liderazgo Ulrich, D., Smallwood, N. (2007) Harvard Business School No. Ed 1 ISBN: . Libro Publicidad y Promoción Integral de Marca O´Guinn, T., Allen, C., Semen (2012) Cegange Learning No. Ed 6 ISBN: . Libro La esencia de la estrategia de marketing Homs, R. (2011) Cengage Learning No. Ed 1 ISBN: . Libro Administración Estratégica de Marca Keller, K. L. (2008) Pearson No. Ed 3 ISBN: . Libro Color Code. Branding & Identity (Graphic Design Elements). Wang Shaoqiang (2016) Promopress No. Ed . ISBN: . |
| Otros materiales |
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Revista: Friedrich, B., & Becker, J. (2023). Employer brand and international employer brand: Literature review. Corporate Communications: An International Journal, 28(3), 509 522. https://doi.org/10.1108/CCIJ-11-2022-0141
Descripción: Friedrich, B., & Becker, J. (2023). Employer brand and international employer brand: Literature review. Corporate Communications: An International Journal, 28(3), 509 522. https://doi.org/10.1108/CCIJ-11-2022-0141 Revista: Kusi, S. Y., Gabrielsson, P., & Kontkanen, M. (2021). Developing brand identities for international new ventures under uncertainty: Decision-making logics and psychic distance. International Business Review, 30(6), 101867. https://doi.org/10.1016/j.ibuDescripción: Kusi, S. Y., Gabrielsson, P., & Kontkanen, M. (2021). Developing brand identities for international new ventures under uncertainty: Decision-making logics and psychic distance. International Business Review, 30(6), 101867. https://doi.org/10.1016/j.ibusrev.2021.101867 Revista: Pyper, K., Doherty, A. M., Gounaris, S., & Wilson, A. (2022). A contingency-based approach to the nexus between international strategic brand management and export performance. Journal of Business Research, 148, 472-488. https://doi.org/10.1016/j.jbusrDescripción: Pyper, K., Doherty, A. M., Gounaris, S., & Wilson, A. (2022). A contingency-based approach to the nexus between international strategic brand management and export performance. Journal of Business Research, 148, 472-488. https://doi.org/10.1016/j.jbusres.2022.04.003 Revista: Ramos, M. A. (2024). The patterns of the past and future agenda in international branding: A literature review. Review of International Business and Strategy, 34(2), 311 339. https://doi.org/10.1108/RIBS-06-2023-0067Descripción: Ramos, M. A. (2024). The patterns of the past and future agenda in international branding: A literature review. Review of International Business and Strategy, 34(2), 311 339. https://doi.org/10.1108/RIBS-06-2023-0067 |
| Perfil del profesor |
| The professor must have a background in economic-administrative sciences, preferably with a bachelor's or master's degree in International Business, International Commerce, Marketing or equivalent, and a second language domain. |
| Lugar y fecha de su aprobación |
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Se revisó y actualizó en CUCEA en el Departamento de Mercadotecnia y Negocios Internacionales en el G 306, en el mes de enero de 2025 en Reunión de Academia |
| Instancias que aprobaron el programa |
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Programa aprobado en Reunión de Colegio Departamental, en el Departamento de Mercadotecnia y Negocios Internacionales en el G 306, en el mes de enero de 2025. |
| Archivo (doucmento firmado) |
| Programa (Icono pdf) |