Bachelor of Business Entrepreneurship

Bachelor of Business (Entrepreneurship)
Clipboard iconQuick Facts

Study Method

ICHM’s standard mode of delivery is face to face with incorporated technology enhanced learning (TEL). Full TEL delivery is available to students impacted by COVID restrictions.

Course Code




108392D (152 weeks)

108686A (126 weeks)

Subject Summary

23 total

12 Core, 6 Specialty, 4 Electives

1 Work Integrated Learning (WIL)


Course Diagram

Certificate iconQualification Info


Bachelor of Business (Entrepreneurship)

AQF Level


Due to the rapidly changing environment especially in the job market, the Bachelor of Business (Entrepreneurship) focuses on future-proofing graduates with the graduate qualities and learning outcomes so that they can adapt and strive in their career progression. 

Your knowledge is expanded each year with new industry relevant concepts and business applications. At the end of your third-year of study, you will complete one Workplace Integrated Learning (WIL) placement throughout Australia, or possibly overseas.

ICHM graduates gain a comprehensive understanding of the changing business landscape, and as a result, have outstanding career prospects with many obtaining highly sought after positions around the world.


Study on campus.

Our renowned Adelaide campus offers an immersive experience, with world-class facilities designed to respond to the needs of now.

On-campus courses are delivered with a seminar model. Group sizes vary each year of study; with operational, service and computer-based subjects taught in small groups. Students are expected to participate fully by contributing to discussions and debates to assist them in forming their own opinions.

It really is an exciting environment in which to learn. ICHM provides all the benefits of an on campus experience with real world practical learning spaces.

ICHM’s Work Integrated Learning (WIL) process has been designed to ensure students leave their degree industry ready and can hit the ground running.

The professional internship provides a placement opportunity which enables students to consolidate the skills and knowledge they have acquired in practical, professional settings to achieve the subject learning outcomes and complete assessments which integrate theory and practice and facilitate self-reflection and critical analysis.

In addition to participating in the workforce with a host company as part of a structured internship or creating their own entrepreneurship venture, the students will also complete a placement project on an issue of strategic value to their host company or own venture, as described in the next section.

Students will critically reflect upon their own development plan and progress through the preparation of a reflective assessment that considers the impact of identified workplace experiences on their personal development and future career progression opportunities.

This subject also allows students the opportunity to explore their professional interests; test their industry expectations or possible start-up creations and ideas; apply, practice and develop real world employability skills; and form professional networks for future career success.

ICHM prides itself on the quality and number of WIL placements available to its students. These placements form an integral and extremely valuable part of all the ICHM degree programs. 

ICHM works with a number of valued industry partners across hospitality and broader business industries, both within Australia and around the world, to facilitate placements which will enhance the career prospects of each individual student.

Paragon One Brands
Academic Requirements - Domestic Students

Applicants with recent secondary education (within the past 2 years) must have:

  • Completion of Year 12 with one of the following ATAR 55, IB24 or OP18.

Applicants with higher education study must have:

  • Completed ICHM Diploma of Business

  • Completed a higher education course or a minimum of four completed undergraduate subject (an equivalent of 12 credit points).

Applicants with Vocational Education and Training (VET) study must have:

  • A completed Certificate III or above and have completed year 12

Applicants with work and life experience must demonstrate the ability to undertake study at this level with:

  • Evidence of professional and/or post secondary qualifications; OR

  • Evidence of employment experience; OR

  • Evidence of the development of skills, abilities and knowledge from life experience.

Other Admission options 

  • Evidence of successful completion of a Tertiary Preparations Program or Foundation Program

  • A pass in the Special Tertiary Admissions Test (STAT).

Applicants with Indigenous Australian background

Aboriginal or Torres Strait Islander applicants are encouraged to apply and may enter either through any of the pathways outlined above and/or through the life experience pathway as described above. Applicants must also provide ‘Confirmation of Aboriginality or Torres Strait Islander Heritage’ at the time of their application.

Special Consideration

Where an applicant provides documentary evidence from the school or a medical practitioner of circumstances beyond their control that impacted their secondary studies the college will consider exceptional admissions.

Where a student has not achieved traditional Year 12 (or equivalent) entry they may be admitted to ICHM on the basis of a Tertiary Preparation Program.

Interstate or Overseas Year 12

Students from interstate will be assessed on equivalent requirements.

Domestic applicants with overseas qualifications will be assessed on the entry requirements for international students (except for English language requirements).

Domestic Applicants with Overseas Qualifications

Domestic applicants with overseas qualifications will be assessed on the entry requirements for international students (except for English language requirements). For details please refer to the entry requirements for the specific course.

Admissions Arrangements for Minors:

Minors may enrol in courses with parental consent, provided they meet the selection criteria for their chosen courses and turn 18 before the first census date for the course in which they are enrolled.

International students who are under 18, are not admitted to College programs unless they meet the requirements described within the regulations as set out in Standard 5 of the National Code of Practice for Registration Authorities and Providers of Education and Training to Overseas Students 2018 (as updated from time to time). The Admission of minors is subject to the approval of the Program Director Academic.

International Academic Requirements

Please see our comprehensive list of international entry requirements.

Not all countries or qualifications are listed; students with other qualifications should send their details for assessment. For students applying during their final year of secondary school, please attach your most recent results, predicted final results (if available) and your previous year’s academic transcript. ICHM can offer enrolment conditional upon the successful completion of your final year.

When applying to ICHM certified academic transcripts/supporting documents must be provided in English. These may be certified by the school/institution that issued the original documents, Public Notary or other independent source approved by ICHM.

English Requirements

Students may be required to prove English proficiency to enroll with ICHM. Students who do not meet ICHM's English requirements upon application, may be offered enrolment conditional upon successful completion of an English language course.

IELTS - Academic overall score 6.0 (min 5.5 in any band)


PTE - 50 (writing & speaking not below 45)


Cambridge English (CAE) - 169 (min 162 in any band)




UTS Insearch - AEL4




BEC - BEC Vantage


Cambridge FCE - 169 (min 162 in any band).


SACE ETS Level 2 - Pass




Eynesbury College - Successful completion of EAP3 with a pass mark of 50%

Previous Study or Industry Experience

Students are encouraged to apply for Recognition of Prior Learning (RPL) for study taken at another institution; as well as time they may have spent working in a business environment. Approved recognition or credit for previous study or work, may reduce a student's overall cost and study workload, or duration.


  • Students who have undertaken some study at other universities, colleges or business schools looking to transfer, and gain the advantage of a higher level qualification

  • Industry personnel with experience and some training, seeking qualifications with international recognition.


  • Submit a full application to ICHM indicating that you want to apply for recognition of your prior learning

  • Students will be required to submit certified English translations of all academic/other documents (e.g. curriculum) where necessary

  • A grade of “status” will be given for those subjects where a student has been successful in applying for Recognition of Prior Learning

  • Where recognition is not granted prior to commencement students will be required to attend classes until exemptions are determined

  • As part of the recognition assessment, where students are unable to provide sufficient documentation and evidence, recognition cannot be granted

  • A process of appeal is available in cases of disputes over decisions or refunds granted under these policies.


Australia’s Higher Education providers are registered and monitored by a number of Commonwealth Government departments and agencies. Tertiary Education Quality and Standards Agency (TEQSA) has responsibility for the registration of ICHM, and to accredit its courses. ICHM has been registered for seven years, the longest term TEQSA is able to approve private providers. All courses and qualifications listed on this page are Registered Courses with Course Codes are approved by TEQSA. ICHM’s TEQSA ID is PRV12099.


  • Master of International Hotel Management CRS1400554

  • Graduate Diploma in International Hotel Management CRS1400553

  • Graduate Certificate in International Hotel Management CRS1400552

  • Bachelor of Business (Hospitality Management) CRS1200832

  • Bachelor of Business CRS1401090

  • Bachelor of Business (Entrepreneurship) CRS1401096

  • Bachelor of Business (Marketing) CRS1401093

  • Associate Degree of Business CRS1401091

  • Associate Degree of Business (Entrepreneurship) CRS1401097

  • Associate Degree of Business (Marketing) CRS1401094

  • Diploma of Business CRS1401092

  • Diploma of Business (Entrepreneurship) CRS1401098

  • Diploma of Business (Marketing) CRS1401095

  • Undergraduate Certificate of Hotel, Tourism and Hospitality Operations CRS14001045


The Commonwealth Department of Education and Training has approved ICHM as a FEE-HELP provider. FEE-HELP allows Australian and other eligible students students to obtain student loans.

The Study Assist website studyassist.gov.au provides information for students about government assistance for financing tertiary study.


The Tuition Protection Service (TPS) is an initiative of the Australian Government to assist and support students whose education providers are unable to complete the delivery of their course of study. While provider closures are rare, when a provider does stop delivering a course it can be a worrying and uncertain time for students. The TPS is in place to provide information and assist affected students. In relation to ICHM, the TPS provides assistance and support to:

  • International students on student visas

  • Domestic higher education students accessing the Higher Education Loans Program (FEE-HELP)

  • Domestic full fee paying students.

In the event of a provider default, eligible students will be supported to continue their studies in an equivalent or similar course, receive a loan re credit for open units of study, or receive a refund for their upfront payments made for an affected unit.


The Australian Qualifications Framework (AQF) is the national policy for regulated qualifications in Australian education and training. The AQF describes the equivalencies of Australian undergraduate and postgraduate degrees; the ICHM Master of International Hotel Management, Bachelor of Business, Bachelor of Business (Entrepreneurship), Bachelor of Business (Marketing) and Bachelor of Business (Hospitality Management) are thus equivalent in standing to any Australian university degree.


Tertiary Education Quality and Standards Agency (TEQSA) teqsa.gov.au

Australian Qualifications Framework (AQF) aqf.edu.au

Commonwealth Register of Courses for Overseas Students (CRICOS) cricos.education.gov.au

Education Services for Overseas Students (ESOS) internationaleducation.gov.au/Regulatory-Information/ Pages/Regulatoryinformation.aspx

International Education (IE) Group internationaleducation.gov.au

Study Assist studyassist.gov.au

Fees for the Bachelor of Business, Bachelor of Business (Marketing), and Bachelor of Business (Entrepreneurship) are:

Degree Tuition fee per subject (unit of study) Number of subjects Indicative course fee
Bachelor of Business
Bachelor of Business (Entrepreneurship)
Bachelor of Business (Marketing)


22 subjects

1 Work Integrated Learning subject

Note: All fees are subject to change without notice. All fees will be adjusted annually to reflect increases. Tuition fees quoted at the time of entry/study in the prospectus are for that year only. All monetary amounts are quoted in Australian Dollars. 

International Students are required to pay the New Student Fee of A$250 once only, when they first enroll with ICHM.

See our other financial considerations for other expenses to factor in when considering study.

Bridging the Divide Between Education & Workforce

Outside of the course students have the opportunity to be involved in a Paragon One Externship which adds to the students skill set to bridge the divide between education and the workforce.

Fully-managed, educational, and remote externships that boost student employability and enterprise diversity. Trusted by leading global brands.

Paragon One Brands
Entry Pathways

Within the Bachelor of Business (Entrepreneurship) are two nested entry and exit qualifications – The Diploma of Business (Entrepreneurship) and the Associate Degree of Business (Marketing). The Bachelor of Business (Entrepreneurship) builds on the subjects completed at the Diploma and Associate Degree levels.

In this Bachelor course, students complete one Work Integrated Learning (WIL) subject (WIL300, core professional placement components), to end their study. The WIL subject is completed over a study period and provides students with a wealth of hands-on practical work experience.

Exit Qualifications

Diploma of Business (Entrepreneurship) and Associate Degree of Business (Entrepreneurship).

Orientation sessions at ICHM are held in week one at the start of each study period to provide a friendly welcome to all new students from Australia and around the world.

With students drawn from across Australia and around the world, students may not know anyone else before they start studying. The orientation sessions are offered to help you get to know each other, introduce you to campus life in Adelaide, to help you get to know your learning environment, support services and facilities, understand our mutual obligations, our services, meet your lecturers, and just generally settle in.

The Bachelor of Business (Entrepreneurship) will be launched in 2022. ICHM will provide indicative student numbers once the first intake has commenced.



What to Expect

Study Period 1
    BUS100 Think Big, Think Global

    Businesses are competing on a global scale for customers, employees and capital. Every day, these businesses are making choices on how their products or services create value and capture market share through their global operations.

    This subject provides a broad overview of doing business globally and the cross-border considerations that impact on the operating environment in which these businesses exist. Students will have the opportunity to consider the variety of perspectives, complexities and challenges faced by businesses operating in a global economy.

    Key topic areas that will be covered include frameworks and strategies for operating globally, the legal, political, economic, financial and social-cultural considerations and the ethical and sustainable practices to adhere to. Also discussed will be the technology, marketing and human resource practices currently adopted by businesses operating globally.

    ESK100 Business Graduate in the Making

    This subject will introduce students to the essential academic, communication and literacy skills and attitudes required for tertiary study and the professional workplace.

    Key topics covered include academic writing, conducting research, referencing, preparing and delivering presentations, critical thinking, working in teams, verbal and non-verbal communication, creating a professional profile and developing resilience and emotional intelligence.

    FIN100 The ABC’s of Finance

    This subject will introduce students to the essential financial and accounting principles in various business functions.

    The subject includes a general overview of accounting principles relating to the preparation of financial statements and covers the major finance and accounting functions. Provides an understanding of a business’s financial position, covering the theory of capital markets, investment and distribution decisions, financial risk management, and financial planning and control.

    MGT100 The Art & Science of Management

    Understanding organisational behaviour, politics, dynamics and environments and how they impact on the role and legitimacy of the management function is the core of this subject.

    This subject helps the individual understand the constraints they face as managers and emerging leaders and how they can develop strategies to leverage advantages and overcome constraints and barriers in their organisations. The subject also focuses on developing some of the advanced communication skills necessary in management and leadership roles, and the ability of the individual to influence others.

    In addition, the subject also focuses on the development of knowledge and skills to enable students to identify, analyse and make effective decisions to resolve people-related issues in organisations, facilitate employee development, and develop and sustain effective teams in complex, diverse, and increasingly global operating environments.

    MKT100 Building Blocks of Marketing

    This subject is an introduction to marketing and will discuss the fundamental principles of contemporary marketing such as the marketing mix, the role of the customer, marketing research and survey techniques.

    The aforementioned principles of marketing are demonstrated using situations that students will encounter in their professional practice of marketing.

    ECO100 Economics Makes the World Go Round

    This subject aims to provide students with an introduction to economics as a foundation in business, focusing on micro and macroeconomics, but with an introduction to international economics. Business managers need to be aware of the economic environment in which they work, and the impact this environment has on their decision-making.

    Topics such as demand and supply, fiscal and monetary policy, and international trade will be some of the issues covered.


    ENT100 Venture into Entrepreneurship

    The aim of the subject is to introduce the theory and practice of entrepreneurship and entrepreneurs as change agents.

    Students can gain an overview of the life cycle of ventures and the resources required. They also assess their own “mindset” and motivations for entrepreneurship to consider their future pathway.

    The subject also introduces the different challenges in entrepreneurship, including the “dark side” resulting from the pressure to succeed.

    ENT101 Entrepreneurial Thinking and Action

    The focus of entrepreneurship has long been how to build companies. Research of highly successful entrepreneurs has identified that they differ in how they think and solve problems and thus create viable ventures.

    In contrast to causal logic based on a goal in the distance, successful entrepreneurs use effectual logic, namely assessing their available means and affordable loss and finding co-creation partners to take the very next step, particularly in light of unavoidable uncertainty.

    Students learn how effectual logic complements causal logic, when both are used, and how effectual logic is foundational in applying the Lean Startup Methodology and design thinking.

    The culmination of the subject is the formulation of an individual learning plan which applies the principles of effectuation on the student’s emerging entrepreneurship future.


Study Period 2
    FIN200 Managing the Accounts

    This subject builds on financial literacy and aims to focus on the use of management accounting information to assist in key areas such as planning and decision-making.

    The subject introduces students to management accounting concepts and functions such as analysing financial statements, investment decisions, costing and opportunity costing analysis and managing working capital.

    HRM200 Managing Human Resources with the Head and Heart

    This subject will enable the student to develop an understanding of the knowledge and skills required by human resource managers in the industry.

    Students will be introduced to the key principles involved in the recruitment and selection of human resources and how those resources should be developed for the benefit of the individual and the effectiveness and efficiency of the organisation.

    BUS201 The Law-Abiding Business

    This subject introduces students to general legal knowledge relating to the business environment, providing an understanding of the legal responsibilities and risks of doing business in Australia.

    It introduces the Australian legal system and discusses the legal regulation of companies and the features and purpose of tort and contract law.

    BUS202 Big Data, Bigger Opportunities

    This subject will enable the student to understand business analytics modelling through exploring statistical techniques which are necessary for the modern business environment.

    It covers areas such as data exploration and visualisation in business, information technology and various analytical methods used in decision making.

    Upon completion of the subject, students will achieve the required insight into how business analytics can be used as a business decision supporting tool to achieve competitive advantages in various business contexts.


    ENT200 Entrepreneurs as Change Makers

    Despite a long history of socially-minded entrepreneurs, the recognition of and interest in social entrepreneurship is a recent development.

    As society continues to be faced with major challenges, social entrepreneurship can play an important role in change-making to develop a more equitable society. Of particular importance in the study of social entrepreneurship is the concept of stakeholders which have a wide range of needs and expectations.

    The keystone work of this course is a framework for a social venture in which success parameters for major stakeholders are defined and measures are designed to ensure sustainability.

    ENT201 Experimenting for Entrepreneurs, not Scientists

    In contrast to the traditional business plan, the Lean Startup Methodology is based on the idea that it only makes sense to do detailed planning of a venture once a viable business model is established.

    The process begins with an overview of the idea in a Business Model Canvas and the formulation of a series of hypotheses and experiments to test the viability of the idea. As hypotheses are discarded or strengthened, the business model is adapted or even changed significantly or “pivoted”.

    The goal is to learn as much as possible quickly and without great expense. Students learn by doing, going through the Lean Startup process and applying it to a business idea, first in a group activity, then on their own, focusing on the learning which needs to take place.

    Only after the viability of the venture is reasonably secure does work go into “scaling”, namely building structures to grow the venture.


    BUS200 Innovate or Evaporate

    building knowledge, skills and attitudes required to succeed as an ethical professional. These knowledge and skills are then applied to identify and evaluate innovative high-growth product and service opportunities in the context of a start-up, a corporation, a not for profit or a government institution.

    The subject allows students to practice skills, including creativity, cash-flow modelling, business model analysis and lean experimentation. Students prepare a business plan for a new venture, or an improvement to an existing enterprise, enabling them to innovate and integrate their theoretical and practical knowledge.

    MGT201 Leading Projects from Start to Finish

    Learn key principles of project management and the knowledge and skills required to undertake and effectively manage projects from initial project selection through to final closure.

    Students will have the opportunity to examine the fundamental principles, tools and techniques used by project managers such as planning, scheduling, estimating, costing, risk management, stakeholder management, project teams and the use of appropriate project planning software.

    CRM200 Keeping the Customer Relationship Alive

    This subject will enable the student to understand the theoretical concepts underpinning the management of a customer centric organisation. Understanding customer needs and designing customer experiences through the application of a range of principles, tools, and frameworks that support the central focus of the customer for continued business growth.

    MKT202 Communicating Your Value

    Integrated Marketing Communications (IMC) provides a framework to create and manage brands using a variety of communication initiatives and marketing elements. Students will learn skills to enhance a brand’s profile with new and existing consumers, increase market demand and maximise the cost effectiveness of using different media channels.

    This subject will provide students with the knowledge and skills required to understand and use IMC tools as part of the marketing mix to build a strong brand image and promote brand success. Media channels such as advertising, promotions, public relations, direct marketing and digital marketing will be discussed.

    Students will also have the opportunity to plan and develop an effective and socially responsible IMC plan for a brand whilst taking into account budget considerations and media channels used.


Study Period 3
    BUS300 Practising Responsible Business Behaviours

    This subject will equip you with a set of tools for managing the ways you lead and behave in organisations more ethically and sustainably. Explore aspects of ethical behaviour, sustainable development, corporate responsibility and stakeholder thinking.

    It provides tools to help you analyse how individuals and organisations impact on the economic, social, and environmental contexts in which they operate.

    Students will examine why organisations around the world are moving to reduce the adverse effects of business operations on their stakeholders and to become an asset to the communities in which they operate. It introduces you to some of the most common principles and practices associated with individual ethics, corporate ethics and sustainable business practices.

    MGT300 Leadership for Personal Growth

    Leadership in modern organisations is a way of thinking and behaving. Leadership is a process of energising, influencing and motivating others. Becoming an effective leader requires self-awareness, self-management and a strong set of interpersonal communication skills, a set of capabilities that are often described as Emotional Intelligence (EQ).

    In addition, effective leaders think and act strategically, they build a climate for creativity and innovation, and are culturally sensitive and comfortable with ambiguity.

    This subject focuses on developing your leadership capability. It helps you explore your own leadership development and self-image, using the techniques of reflective practices.

    WIL300 Professional Internship

    The professional internship provides a placement opportunity, enabling students to consolidate the skills and knowledge they have acquired in practical, professional settings. Students have the opportunity to achieve subject learning outcomes and complete assessments, integrating theory and practice, facilitate self-reflection and critical analysis.

    In addition to participating in the workforce, with either a host company as part of a structured internship or creating their own entrepreneurship venture, students will also complete a placement project on an issue of strategic value to their host company or own venture, as described in the next section.

    Students will critically reflect upon their own development plan and progress through the preparation of a reflective assessment, considering the impact of identified workplace experiences on their personal development and future career progression opportunities.

    This subject also allows students the opportunity to explore their professional interests; test their industry expectations or possible start-up creations and ideas; apply, practice and develop real world employability skills and form professional networks for future career success.

    Work Integrated Learning (WIL) phases will be utilised throughout the student’s placement experience. The following strategies will be implemented: 

    • Preparatory phase: group discussions of industry case studies, industry presentation, online presentation and pre-industry workshops. One on one discussions with members of the Industry and Career Development (ICD) division
    • Placement phase: industry interaction within the approved workplace, workplace observations and evaluation, online discussions and applied assessment strategies
    • Retrospective phase: reflective practices, applied assessment strategies, industry and ICD evaluation. 


    ENT300 Wicked Problems: Entrepreneurial Opportunities

    Poverty, climate change, natural resource management, political polarisation, discrimination, pandemic: there is no shortage of complex, wide-reaching and seemingly intractable problems faced by society.

    Entrepreneurs see opportunity in problems, so “Wicked Problems” are fertile ground for social and for-profit innovators, but they are faced with complexity, wide-ranging stakeholders, many potential scenarios and a sense of urgency. Students are presented with a variety of tools to analyse and address wicked problems and identify specific entrepreneurial opportunities.

    After completing an assessment of problems most relevant to their own interests, students analyse how an existing venture is addressing a wicked problem. All the course elements are then included in an integrated opportunity analysis and action plan.

    ENT301 Growing Your Venture

    Once the entrepreneur has taken their venture through the customer discovery and validation stages of the Lean Startup Methodology, the entity can enter into the scaling and growth phases.

    Students learn why the entrepreneur needs to pay particular attention during the growth phase to building robust governance structures which take the complexity of relationships and stakeholders into account. In addition, they gain understanding about the advantages and disadvantages of various internal and external funding sources needed to fuel the venture growth.

    Most entrepreneurial ventures evolve in a way that requires them to transition to a new phase of stock market listing, trade sale or in some cases, closure. Students learn how to recognise the signals for impending change and how to manage them successfully.

    BUS301 It’s a Risky Business

    The subject introduces students to the discipline of risk management within a global context. Risk management involves the identification, analysis, and monitoring of risks that have the potential to be of significance to organisations as well as how they respond to them.

    In this subject, students will explore the background to risk management, who the key stakeholders are, the role of risk management in strategic planning, environmental and media scanning, and how risk management impacts upon contemporary organisations.

    It discusses risk management strategies and introduces students to the field of crisis communication management and corporate social responsibility. The subject will also explore incident and accident reporting requirements and the financial implications of risk management.

    MGT301 The Winning Strategy

    This subject provides the skills and knowledge required to establish and evaluate the strategic direction of the organisation and identify sustainable competitive advantage to enhance competitiveness in the current business environment. The students will perform analysis and interpretation of relevant markets, capability assessment of the organisation, and its existing and potential competitors and allies.

    The subject also covers the development of the strategic plan for ensuring that the organisation is positioned to ensure its long-term viability and success.

    MKT300 Marketing in the Digital Era

    This subject introduces students to emerging interactive and digital technologies, most notably social media tools, and discusses ways in which these technologies can be exploited by businesses to more effectively self-serve markets.

    The subject investigates how marketing-related functions are changed by the potential of these technologies, and how these new technologies can become key components of the organisation’s marketing efforts.

    MKT301 Brands Without Borders

    In the complex and competitive world of international marketing, global brands have become valuable assets in developing increased market share, long-term profitability and a competitive advantage.

    This subject builds on the theoretical concepts of marketing and consumer behaviour and provides the knowledge and skills required to develop and manage global brands.

    Students will have the opportunity to learn how global brands are viewed, built, managed and measured so as to ensure a strong brand performance and brand equity in the global marketplace. Issues and challenges faced by brand managers in establishing global brand positioning and values will be discussed as well as the strategies adopted to create, position, develop and protect global brand equity.


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