Know and apply methodologies that require globalized knowledge about

International business in order to build international brands charged of extra value

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

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

Presentation of an International Branding work. Assistance to congresses of Marketing and Marketing of Goods. Attend (NEGOMARKET) from may 1 to 6, 2023.

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.

Cases and Tasks 20%

Exams                30%

Final assignment 50%

Total                  100%

El ciclo escolar 2023 A inicia el lunes 16 de enero de 2023.

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 2023-A (Comprende ordinario y extraordinario) del 20 al 23 de mayo de 2023

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.

It was reviewed and updated in CUCEA in the Department of Marketing and International Business in G 306, in January 2023 at the Academy Meeting

Program approved in the Departmental College Meeting, in the Department of Marketing and International Business in G 306, in January 2023.