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Faculty: Economics and Administrative Sciences

Department: Business Management

Course Code: BUS497

Course Description: Brand Management is a comprehensive course designed to immerse students in the world of branding, emphasizing its paramount importance in modern business. Through this course, students will explore the essence of brands, their strategic significance, and the dynamic landscape they operate in. The curriculum delves into fundamental branding principles, equipping students with the skills to analyze, create, and nurture strong brand identities. It also encompasses consumer behavior insights, global brand management challenges, ethical considerations, and the measurement of brand effectiveness. Moreover, students will engage in practical exercises, including a group project, to develop a deep understanding of brand management’s real-world applications. This course empowers participants to become adept brand strategists ready to tackle the evolving branding challenges of the future.

This course aims to equip students with a profound understanding of brand management, enabling them to navigate the complex and ever-changing world of branding with confidence and expertise. Through a blend of theoretical knowledge and practical applications, students will develop the ability to analyze, create, and strategically manage brands to drive business success. By exploring the core principles of branding, students will gain insights into the significance of brand equity, positioning, and differentiation. They will also delve into the intricacies of consumer behavior and perception, learning how to build and maintain strong brand relationships.

Furthermore, this course aims to foster a global perspective on brand management, addressing the challenges and opportunities associated with international markets. It emphasizes ethical considerations in branding and equips students with the tools to measure and evaluate brand performance effectively. Ultimately, this course aims to empower students to become effective brand strategists who can apply their knowledge to solve real-world brand management challenges and make informed decisions in an increasingly competitive and dynamic business environment.

Learning Outcomes: Upon successfully completing the course, students will be able to;

• Understand the core concepts of brand management
• Understand the factors that will increase the success of brand management
• Understand the brand management process of a person/product
• Understand the impacts of the global business world on brand management

Who can participate: All Students Interested in Brand Management and Marketing in a Colorful World

Prerequisites: Basic Marketing Management Knowledge

Participation Limit: 30 students

Course Materials: Lecture Notes to be shared during the courses

Recommended Books:

• Keller, K. L. (2019). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (5th ed.). Pearson
• Christoph Burmann, Nicola-Maria Riley, Tilo Halaszovich, Michael Schade (2017), Identity-Based Brand Management. SpringerGabler
• Aaker, D. A. (2014). Aaker on Branding, 20 Principles that Drive Success. Morgan James Publishing
• Gary Armstrong, Philip Kotler, Marc Oliver Opresnik (2020). Marketing – An Introduction. Pearson

Curriculum:

Week 1
Day 1	Day 2	Day 3	Day 4	Day 5
Basics of Marketing	Market Analysis Segmentation, Targeting, and Positioning The Marketing Mix: 4Ps of Marketing Product, Price, Place, and Promotion Strategies. A Communication Perspective, Brand Positioning, and Value	Brands and Brand Management: Why Do We Study It?	The Role of Brands Branding Concepts: Brand Awareness (Recognition and Recall), Brand Identity and Brand Image, Brand Personality, Brand Judgments, and Brand Loyalty	Brand Equity; Marketing Programs for Brand Equity
Week 2
Day 1	Day 2	Day 3	Day 4	Day 5
Choosing Brand Elements: Other Branding Concepts	Brand Portfolio Management	Global Branding	Managing Brands in The Digital Era	Presentations

Online Component

Project Work/Presentations

Assessment and Evaluation

• Attendance/Participation (10%)
• Homework (20%)
• Project Work/Presentations (40%)
• Final Exam (30%)

IAU reserves the right to cancel any of the courses if insufficient enrollment occurs (Less than 10 participants)

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Faculty: Economics and Administrative Sciences

Department: Business Administration

Course Description: Because of the digital revolution, companies are increasingly shifting marketing efforts from traditional media to digital media such as search engines, social media, and mobile. New technologies influence customers and also have an impact on firm performance. It is important for marketing managers to understand digital strategies and familiarize themselves with some of the technologies underlying them. This course is designed to provide an introduction to digital marketing and focuses on the integration of technology and data in every aspect of marketing to enhance customer experience and secure business success through meaningful engagement and connections.

This course aims students to understand why customers and data have become so essential to marketing, how brands can use customer data to market more effectively, how marketers and business owners can take full advantage of authentic content and online connections to build brand presence and foster loyalty and learn primary means to connect and engage with customers in a digital world.

Learning Outcomes: Upon successfully completing the course, students will be able to;

• Be familiar with the concepts, theories, and issues in digital marketing
• Familiarize with the key technologies and strategies used by firms in digital advertising
• Understand the key metrics in web and social media analytics
• Develop analytical abilities to understand how digital technology is influencing consumer behavior
• Make independent assessments of the digital marketing strategies of companies
• Develop teamwork, critical thinking, and business communication skills

Who can participate: All undergraduate and postgraduate students in social sciences, business, marketing, humanities, arts, communication, political sciences, philology, and journalism.

Prerequisites: Basic Principles of Marketing Knowledge

Participation Limit: 30 students

Course Materials: eMarketing: The Essential Guide to Marketing in a Digital World, 7th Edition, 2022 (available as a free downloadable PDF https://www.redandyellow.co.za/textbook/)

Recommended Books:

• Sweeney, Benjamin, Digital Marketing QuickStart Guide: The Simplified Beginner’s Guide to Developing a Scalable Online Strategy, Finding Your Customers, and Profitably Growing Your Business. ClydeBank Media LLC, 2022.
• Dave Chaffey and Fiona Ellis-Chadwick, Digital Marketing, 8th Edition, Pearson, 2022
• Chuck Hemann and Ken Burbary, Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, 2nd edition, Que Publishing, 2018

Curriculum:

Week 1
Day 1	Day 2	Day 3	Day 4	Day 5
Introduction to Marketing and Digital Marketing	Online Market Research and Digital Marketing Strategy	Search Engine Optimization (SEO) and User Experience (UX)	Web Development and eCommerce	Quiz – I Content Marketing
Week 2
Day 1	Day 2	Day 3	Day 4	Day 5
Social Media Marketing	Direct marketing	Search and Social Media Advertising	Quiz – II Online and Display Advertising	Final Exam Web analytics

Online Component

Group Project Presentations

Assessment and Evaluation:

• Quiz – I (15%)
• Quiz – II (15%)
• Group Project Presentation (30%)
• Final Exam (40%)

IAU reserves the right to cancel any of the courses if insufficient enrollment occurs (Less than 10 participants)

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Faculty: Economics and Administrative Sciences

Department: Political Science and International Relations

Course Description: The course mainly explores international organizations’ role, functions, and effectiveness in international politics from theoretical/conceptual and empirical perspectives. In doing so, the course also examines approaches of great powers and middle powers to the issues of international organizations, global governance, and world politics in detail. While exploring possible ways of improving the capacity of the international community as a whole to deal with global challenges, the course aims to help students gain a deeper understanding of how international organizations work (or don’t), as well as the margins of maneuverability within it for improving outcomes. The course combines theoretical and policy-oriented perspectives in examining the performance of international organizations in the issue-areas of peace and security, economic and social development as well as democratization and human rights.

Learning Outcomes: Upon successfully completing the course, students will be able to;

• Analyze the role and status of international organizations in world politics from theoretical and empirical perspectives
• Analyze the approaches of great powers and middle powers to the issues of international organizations, global governance, and world politics in detail

Who can participate: The course is open to undergraduate and graduate students in social sciences, international relations, humanities, arts, communication, political science, economics, management, journalism, and business administration

Prerequisites:  Desire to enhance knowledge and improve critical thinking skills in international politics

Participation Limit: 20 students

Course Materials: Readings will be shared with students. There is a course book, recommended journal articles, policy briefs, and think tank reports. Students will also watch interesting videos on YouTube concerning the issues of daily lectures.

Curriculum:

Week 1
Day 1	Day 2	Day 3	Day 4	Day 5
Theoretical Approaches to International Organizations and World Politics – Mainstream Perspectives	Theoretical Approaches to International Organizations and World Politics – Critical/Alternative Perspectives	The Postwar Liberal International Order and the United Nations system	The Emerging Post-liberal International Order and Challenges to the United Nations System	American Approaches to World Politics and International Organizations – The Case of NATO and American Hegemony
Week 2
Day 1	Day 2	Day 3	Day 4	Day 5
European Approaches to International Organizations and World Politics – The Case of the European Union	Chinese and Russian Approaches to International Organizations and World Politics – The Cases of the Shanghai Cooperation Organization, BRICS, and the Belt and Road Initiative	International Organizations and World Politics – Perspectives from the Global South	International Organizations and World Politics Concerning Climate Change, Pandemics, Artificial Intelligence, Refugees and Migrants	Final Exam The Future of Globalization and Debates on a new Cold War – The Promise of International Organizations in the Emerging Century

Online Component

Research Projects Presentations

Assessment and Evaluation

• Class Attendance & in-class Participation (10%)
• Research Project (25%)
• Research Project Presentations (25%)
• Final Exam (40%)

IAU reserves the right to cancel any of the courses if insufficient enrollment occurs (Less than 10 participants)