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Objective

The Sustainable Branding course is designed to give you a deep understanding of sustainable brand management in modern marketing. This course equips you with the knowledge and skills to create and manage brands that are successful in the market and contribute to a more sustainable and responsible world. You will demonstrate a solid understanding of sustainable branding principles and their relevance in the current marketing landscape and construct and manage sustainable brand identities by applying the fundamental building blocks of sustainable branding. You will also create and implement sustainable experiential branding strategies to engage consumers and enhance brand loyalty. To effectively manage brand portfolios while ensuring sustainability objectives are met, you will align brand strategies with sustainability goals and research to support these strategies. You will anticipate and adapt to future trends in sustainable brand management, positioning yourself as an informed and proactive professional.

The competencies to be developed in this course encompass sustainable global business management, and internationality and multiculturalism.

Sustainable global business management:
You critically review and gain a comprehensive understanding of branding strategy and portfolios for sustainable brand management. You apply multidisciplinary knowledge to develop sustainable branding solutions for businesses across various sectors.

Internationality and multiculturalism:
You demonstrate the ability to monitor global trends and developments within sustainable brand management. You stay informed about sustainable branding international standards, operate effectively, and adapt to international and multicultural work environments. You also recognize the significance of cross-cultural competency in sustainable branding endeavours. These competencies emphasize the importance of global awareness and the ability to thrive in diverse cultural contexts within sustainable branding management.

Content

Introduction to Sustainable Branding, Building Blocks of Sustainable Branding, Sustainable Experiential Branding, Sustainable Brand Portfolios Management, Sustainable Brand Strategy Alignment and Research, Future of Sustainable Brand Management.

Assessment criteria, satisfactory (1)

Sufficient (1):
You sufficiently demonstrate your ability to exhibit a fundamental understanding of sustainable branding. You display awareness of branding strategy and portfolios for sustainable brand management and apply multidisciplinary knowledge to develop sustainable branding solutions for businesses across various sectors. Also, you limitedly recognize the significance of cross-cultural competency in sustainable branding endeavours and emphasize the importance of global awareness and the ability to thrive in diverse cultural contexts within sustainable branding management. Your grasp of fundamental concepts, trends, and navigational insights in this field remains basic. Your engagement with the course content is at a basic level, with minimal participation in course materials and discussions, reflecting a basic level of performance.

Satisfactory (2):
You demonstrate a satisfactory understanding of sustainable branding. You satisfactorily show awareness of branding strategy and portfolios for sustainable brand management and apply multidisciplinary knowledge to develop sustainable branding solutions for businesses across various sectors. You exhibit a satisfactory capacity to recognize the significance of cross-cultural competency in sustainable branding endeavours and emphasize the importance of global awareness and the ability to thrive in diverse cultural contexts within sustainable branding management. You fairly grasp fundamental concepts, trends, and navigational insights in sustainable branding. Moreover, you demonstrate a satisfactory level of engagement with the course content and materials and actively participate in the course materials and discussions, reflecting a satisfactory level of performance.

Assessment criteria, good (3)

Good (3):
You demonstrate a strong understanding of the core principles of sustainable branding. You show a high understanding of branding strategy and portfolios for sustainable brand management and apply multidisciplinary knowledge to develop sustainable branding solutions for businesses across various sectors. You exhibit a robust capacity to recognize the significance of cross-cultural competency in sustainable branding endeavours and emphasize the importance of global awareness and the ability to thrive in diverse cultural contexts within sustainable branding management. You grasp concepts, trends, and navigational insights within sustainable branding and actively engage with the course content and materials. Moreover, you actively participate in the course materials and discussions, demonstrating high performance.

Very good (4):
You demonstrate an advanced understanding of sustainable branding. You show an excellent understanding of branding strategy and portfolios for sustainable brand management and apply multidisciplinary knowledge to develop sustainable branding solutions for businesses across various sectors. You exhibit an outstanding capacity to recognize the significance of cross-cultural competency in sustainable branding endeavours. You also emphasize the importance of global awareness and the ability to thrive in diverse cultural contexts within sustainable branding management. You engage proficiently with the course content and materials, actively participating in discussions and coursework. You demonstrate proficient performance and engagement in the course materials and discussions.

Assessment criteria, excellent (5)

You demonstrate an exceptional understanding of sustainable branding. You show an exceptional understanding of branding strategy and portfolios for sustainable brand management and apply multidisciplinary knowledge to develop sustainable branding solutions for businesses across various sectors. You display an advanced capacity to recognize the significance of cross-cultural competency in sustainable branding endeavours. You also emphasize the importance of global awareness and the ability to thrive in diverse cultural contexts within sustainable branding management. You grasp concepts and trends exceptionally and navigational insights within sustainable branding. You actively engage with the course content and materials, participating fervently in discussions and coursework. Additionally, you consistently demonstrate exceptional performance and engagement in the course materials and discussions.

Materials

Lecture Materials, Textbooks, Articles, Book Chapters, Conference Proceedings, Real-World Case Studies.