Course content

The Global Branding & Marketing Across Cultures course focuses on developing effective advertising communications in a cross-cultural context. We examine what brands are, the main trends within branding, and how consumer decision-making is effected by the cost of living crisis and the desire to be more sustainable. Another theme of the course is that younger consumers expect brands to take a stand on social, political and environmental issues. We thus evaluate how brands can engage with these issues authentically without engaging in greenwashing and losing consumers’ trust.