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PEPPERDINE UNIVERSITY
THE GEORGE L. GRAZIADIO SCHOOL OF BUSINESS AND MANAGEMENT

STEPHEN M. RAPIER, Ph.D. MKTG 680.23 GLOBAL BRAND MANAGEMENT Fall 2014 WEDNESDAY 6:00 – 10:00 PM

West L.A. Graduate Campus

SYLLABUS

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Rapier

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Global Brand Management
MKTG 680.23 Fall 2014 Wednesdays, 6:00 – 10:00 PM West L.A. Graduate Campus, Room TBD Stephen M. Rapier, Ph.D. Office Hours (By Appointment): Wednesdays, 5:00 – 5:45 PM E-mail address: stephen.rapier@pepperdine.edu Cell Phone# (310) 403-8271 Introduction Modern brands are a powerful force transcending the world’s borders, economies, and cultures. This course introduces the student to the global brand dynamic, and focuses on why a global brand is important, how to nurture and protect a global brand, global brand management, and the importance of the brand’s authenticity in the formation of the consumer’s brand trust and commitment. The students will draw on their oral and written presentation skills and will be highly involved in bringing the course material to life. Subject to availability, this course provides the opportunity for the student to apply course content to an assigned case/consulting client. Emphasis is placed on the practical application of branding concepts to global business. Prerequisites: MKTG 658 Marketing Management. Student Learning Outcomes Having successfully completed this course, students should at a minimum be able to: 1. Understand the nature, importance and context of a global brand strategy 2. Recognize that in many situations there is a range of alternatives which should be evaluated 3. Apply appropriate theoretical concepts, models, frameworks, tools and techniques which facilitate the development of global brand strategy 5. Analyze alternative approaches to developing a global brand strategy 6. Analyze the role of global

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