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KCOE 4050 - Brands International Management

Type d'enseignement : Seminar

Semester : Autumn 2018-2019

Number of hours : 24

Language of tuition : English



Course Description

Managers must take several elements into account as they extend their brand's presence internationally: -What is the entry model for success? -What are the cultural differences and specificities to consider, in order to decide what needs to be adapted, and what can be standardized? -How to create, share, and apply innovation across markets? -What positioning to adopt per market? -How to manage a multi-brands portfolio internationally? -How to warrantee social responsibility while expanding internationally? Also, in an everchanging digital world, brands can now approach their consumers not only through a geographic lens, but also based on their centers of interests and behaviors. Adapting their communications to local insights and trends, to build brand consideration & engagement internationally, in order to convert the global shopper into a loyal customer. All while taking financial stakes into account in this challenging business development process. This course will cover all these topics, giving students a thorough understanding of how to manage a brand internationally, through theory, applied cases, and invited guests from different backgrounds and industries.


  • LEROY, Denise (Digital Activations Officer)
  • TETU HADDAD, Catherine (Directeur Marketing International)

Pedagogical format

12 sessions of 2h each

Course validation

50% is an individual grading: -15% class participation & attendance -35% individual 10-minute presentation related to the session's topic 50% is a group grading: -Presentation of the final business case


Preparation of a 10-minute individual presentation related to the session's topic Preparation of the final business case in groups of around 5 students

Required reading

  • Building a Storybrand: Clarify Your Message So Customers Will Listen, Donald Miller
  • Global Brand Power: Leveraging Branding for LongTerm Growth, Barbara Kahn

Additional required reading

  • Building a Storybrand: Clarify Your Message So Customers Will Listen, Donald Miller
  • Alibaba: The House That Jack Ma Built, Duncan Clark
  • Blue Ocean Strategy, by Renée Mauborgne and W. Chan Kim
  • The Lean Startup: How Constant Innovation Creates Radically Successful Businesses, Eric Ries