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Asian Brands

Objectives

The course will combine brand strategy and initial Asian market understanding to enable students to gain a contemporary insight into "Asian Brands". This course is especially relevant for those with knowledge or interest in marketing through at least one previous course and/or work experience in marketing and/or a keen interest in business in Asia. 

It will also be naturally complementary to those students who also elect to study Doing Business in China in T1 and/or Marketing in Asia's Emerging Markets in T3. 


General characterization

Code

2613

Credits

3.5

Responsible teacher

Andrew John Harrison

Hours

Weekly - Available soon

Total - Available soon

Teaching language

English

Prerequisites

n/a 


Bibliography

Kapferer, Jean-Noël, The New Strategic Brand Management, 5th edition, 2012, Kogan Page (Essential)

Keller, Kevin Lane & APERIA, Tony & GEORGSON, Mats, Strategic Brand Management, A European perspective, 2nd Edition, 2012, Prentice Hall

Kroeber, Arthur (2016), China's Economy: What Everyone Needs to Know, ISBN-13: 978-0190239039

Martin, Jacques (2012), When China Rules the World: The End of the Western World and the Birth of a New Global Order: Second Edition publ : Penguin Books ISBN-10: 0143118005, ISBN-13: 978-0143118008

Shambaugh, David (2013), China goes global, Publ. Oxford University Press : ISBN-13: 978-0199860142; ISBN-10: 0199860149

Shambaugh, David (ed) (2012), Charting China¿s Future, publ. Routledge ISBN: 9780203817421

Breslin, Shaun (2013), China and the global political economy publ. Palgrave Macmillan ISBN 978-1-137-35520-1

Sharp, Byron. How brands grow, Part 1, 2010, Oxford University Press

Sharp, Byron & ROMANIUK, Jenni. How brands grow, Part 2, 2016, Oxford University Press.

Whitler, Kimberly (2019), What Western Marketers Can Learn from China, Harvard Business Review Magazine, May 2019 


Teaching method

The course will use a mixture of background reading, contemporary articles, videos and case studies. Each of the 6 modules will be for one week, with each class being 1.5 hours, 2 times/week. Each class will typically comprise three parts: c.30 mins lecture format (introduction to the topic, key points etc), c.50-55 mins case study/class discussion, c.5-10 mins prep and introduction for next class topic. A class register will be used to select students for group or individual discussion of answers to case studies to ensure all students contribute to group learning and all are able to be assessed for class contribution.

Evaluation method

60% of the total assessment will be on individual contribution and 40% on group contributions 

Subject matter

The background to the extraordinary breadth and opportunity in Asia

Asia: role today in social media and technological change

Asian brand differentiation in one key sector - aviation

Market study - South Korea

Market study - Japan

The Peninsula Hotel brand (Hongkong and Shanghai Hotels Limited)