MNGT-E2004 - Global Brand Management - Real-life case competition, 02.03.2021-25.03.2021
This course space end date is set to 25.03.2021 Search Courses: MNGT-E2004
Practical readings
Session 1 (March 2nd 2021)
Familiarize yourself with the background material provided for the business project (check folder L'Oréal Brandstorm Resource Pack)
Session 2 (March 4th 2021)
Holt, Douglas B., Quelch,
John A. and Taylor (2004), How Global Brands Compete, Harvard Business Review, September, 2004
https://hbr.org/2004/09/how-global-brands-compete
Session 3 (March 9th 2021)
Meyer, Christopher and
Schawer, Andre (2007), Understanding Customer Experience, Harvard Business Review, 2007
https://hbr.org/2007/02/understanding-customer-experience
Session 4 (March 11th 2021)
Edelman, David C. (2010), Branding in the Digital Age: You’re Spending
Your Money in All the Wrong Places, Harvard
Business Review, December 2010
https://hbr.org/2010/12/branding-in-the-digital-age-youre-spending-your-money-in-all-the-wrong-places
Session 6 (March 16th 2021)
- Introduction part of Pitching For
Life (www.pitchingforlife.com)
- The art of
innovation | Guy Kawasaki | TEDxBerkeley
- How to
avoid death By PowerPoint | David JP Phillips | TEDxStockholmSalon
- Start with
why -- how great leaders inspire action | Simon Sinek | TEDxPugetSound
- Negotiation
Skills: Former FBI Negotiator Chris Voss
Session 7 (March 18th 2021)
Final presentations, no readings!