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Corporate Brand Patrimony in the Context of European Cultural Identity
OVERVIEW
CEA CAPA Partner Institution: Pompeu Fabra University
Location: Barcelona, Spain
Primary Subject Area: Cultural Studies
Instruction in: English
Transcript Source: TBD
Course Details: Level 300
Recommended Semester Credits: 3
Contact Hours: 45
Prerequisites: None. Recommended: A general and global understanding of Economic structures and Social, Cultural and Political dynamics around them as well as a basic background on European culture. Studies in Advertising, PR, Corporate Communications and Marketing are most related to the course?s topic, however, the transversal meeting point of its content, makes this course especially interesting for both Business, Economics, Politics, Marketing and Advertising and Public Relations students that need a better understanding of History, Sociology and Humanities? legacy as a whole and vice versa: students of Humanities, Arts, Literature and Philosophy that seek a better understanding of business and global market realities and implications in the 21st Century European context.
DESCRIPTION
Since the globalization of the economy at the end of the last century, the context of brand communications in today?s businesses has radically changed. Communication strategies to reach any type of target group are challenged to anticipate stakeholders? interests, build brand equity beyond good products and services and be able to remain competitive in a highly-active technological context that has reversed some of the traditional ways of managing businesses.
In this global environment, corporate communications demand greater levels of ethics and responsibility towards the society in which it operates and larger collaborative synergies and collaboration processes. To this respect, Europe?s competitive-edge is like any others, at stake, but the asset of intellectual capital and cultural identity it portrays in its legacy, may be just the right kind of differentiation brands need to successfully compete in the 21st C.
In this global environment, corporate communications demand greater levels of ethics and responsibility towards the society in which it operates and larger collaborative synergies and collaboration processes. To this respect, Europe?s competitive-edge is like any others, at stake, but the asset of intellectual capital and cultural identity it portrays in its legacy, may be just the right kind of differentiation brands need to successfully compete in the 21st C.
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