Please note: The Vienna Global Branding Program is an intensive academic program attended by WU students as well as students from WU's partner universities. The program may also include social activities and company visits. Students will work in intercultural groups. Kindly note that only a selected group of applicants will be admitted to the program. To apply please fill in the online application form (available on the program website) and upload all necessary supporting documents. The application deadline for WU students is February 15, 2025. All WU applicants who complete the online application process on time will be informed about the outcome of their application via email by February 28, 2025, at the latest. Accepted students will automatically be registered for the course in the WU system. 

The course "Global Branding Strategies for SMEs" aims to equip graduate students with the  knowledge and skills necessary to develop and implement effective branding strategies in a global 
context, specifically tailored for small and medium-sized enterprises (SMEs). The course will explore  the unique challenges SMEs face when expanding their brand internationally, such as limited 
resources, cultural adaptation, and competitive positioning. Students will learn how to create strong brand identities, leverage digital tools for global outreach, and manage brand consistency across 
diverse markets. Emphasizing practical applications, the course will integrate case studies and realworld examples to demonstrate successful SME branding approaches. By the end of the course, 
students will be able to critically assess global brand opportunities, design actionable branding strategies, and apply cross-cultural marketing insights to strengthen SMEs’ international presence. 
This course prepares future leaders to navigate the complexities of global branding and drive SME success in competitive markets

Day 1 • Course Content & Style, Introduction to Global Branding for SMEs

Day 2 • Global Brand Strategies

Day 3 • Brand Value and Brand Evaluation

Day 4 • Brand Positioning and Segmentation

Day 5 • Case Studies: Successful Global Branding by SMEs

Day 6 • Digital Branding and E-Commerce for Global Reach

Day 7 • Global Branding for Start-Ups

Day 8 • Brand Communications I

Day 9 • Brand Communications II

Day 10 • Group Presentations: Global Branding Strategy Projects

By the end of the "Global Branding Strategies for SMEs" course, students will have achieved several 
key learning objectives:

• Understanding Brand Development for SMEs: Students will grasp the fundamentals of 
  building and managing a brand in an international context, specifically for small and 
  medium-sized enterprises with limited resources.
• Global Market Analysis: Students will learn to evaluate international market environments, 
  considering cultural, economic, and competitive factors that influence global branding 
  strategies for SMEs.
• Strategic Branding Approaches: Students will be able to design and implement tailored 
  branding strategies that align with the growth aspirations and resource constraints of SMEs.
• Digital Branding and Communication: Students will explore the role of digital tools and 
  platforms in global brand outreach, focusing on cost-effective online strategies.
• Cross-cultural Branding: They will develop the ability to adapt branding messages and 
  strategies to resonate with diverse cultural audiences across multiple regions.
• Critical Thinking and Problem Solving: Students will be capable of applying theoretical 
  insights to practical branding challenges SMEs face globally.

For international students, the application requirements for this program are:
- current enrollment in a Master's/MBA program with a focus on business administration
- excellent English language skills
- official nomination for the program by the home institution (WU partner university)
Application requirements for WU students can be found on the program website.

Kindly note that only a selected group of applicants will be admitted to the program. To apply please fill in the online application form (available on the program website) and upload all necessary supporting documents. The application deadline for WU students is February 15, 2025. All WU applicants who complete the online application process on time will be informed about the outcome of their application via email by February 28, 2025, at the latest and will automatically be registered for the course in the WU system

The course "Global Branding Strategies for SMEs" will utilize a combination of interactive and 
practical teaching methods. **Case studies** will provide real-world examples of successful SME 
branding strategies, allowing students to analyze and discuss different approaches:

Lectures will offer theoretical foundations, while guest speakers from industry (expert talks) will 
share insights on branding in global markets. Group projects will encourage collaborative 
learning, where students develop branding strategies for an Austrian SME entering 
international markets. The focal company will be introduced at the beginning of the course.

A company visit is also planned to provide practical insights for the students. Workshops on digital 
branding tools and cross-cultural marketing will offer hands-on experience. Finally, class 
discussions and debates will foster critical thinking and the exchange of ideas.

• 25% Pre-Course Assignment: written essay of 1,500 words (quality of content, 
completeness, use of appropriate sources, clarity of writing)
• 25% Active participation during class (quality and frequency of active participation during 
discussions, peer-discussions, group work, interim-presentations, performance in quizzes, 
etc.) 
• 50% Quality of final presentation (in groups)

Attendance: Punctual attendance is mandatory for all assigned sessions. Absence is acceptable for 
serious medical reasons or compelling personal emergencies.

Overall Grade: Students will receive marks for their performance, comprising of the factors outlined 
below. 

The following evaluation scheme applies:
Points 90+ / Grade 1/A 
Description: Exceptional, outstanding and excellent performance. Normally achieved by a minority 
of students who are highly engaged in the subject matter. These grades apply to a student who is 
self-initiating, exceeds expectations and has an insightful grasp of the subject matter. 
Points 80-89 / Grade 2/B 
Very good, good and solid performance. These grades indicate good engagement with and a good 
grasp of the subject matter or excellent grasp in one or more areas balanced with a satisfactory 
grasp in other areas. 
Points 70-79 / Grade 3/C 
Satisfactory. These grades indicate a satisfactory level of engagement, performance and knowledge 
of the subject matter. 
Points 60-69 / Grade 4/D 
Marginal Performance. A student receiving this grade demonstrated a superficial grasp of the 
subject matter. 
Points 59 and below / Grade 5/Failed 
Unsatisfactory performance 

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