+ Highlights + Dates\u00a0<\/strong> + Location <\/strong> + Accommodations <\/strong> + Local Attractions\u00a0<\/strong> To learn more about all that is glorious about Portugal visit Sergio Rebelo’s Salt of Portugal<\/a> blog<\/p>\n [\/et_pb_tab][et_pb_tab title=”Brand Strategy” _builder_version=”4.16″ body_text_color=”#000000″ global_colors_info=”{}”]<\/p>\n + Course Organization<\/strong> + Online Modules (Pre-work)<\/strong> + In-Person Modules (Lisbon)<\/strong> [\/et_pb_tab][et_pb_tab title=”International Finance” _builder_version=”4.16″ body_text_color=”#000000″ global_colors_info=”{}”]<\/p>\n + Overview<\/strong> + Online Modules (Pre-work) + In-Person Modules (Lisbon) [\/et_pb_tab][et_pb_tab title=”Live Case” _builder_version=”4.16″ global_colors_info=”{}”]<\/p>\n A core element of the Lisbon elective experience is a live case that allows students to immediately apply what they learned in class to a real-world problem. Sergio Rebelo and Alex Chernev run the case discussion together. We will discuss a problem facing a specific company (a top winery). The executives will outline the challenge(s) facing the company and students will work in teams to offer a solution which they would present to the management team.<\/p>\n So far, the following renowned producers have participated:\u00a0Rita Nabeiro from Adega Mayor<\/a>\u00a0|\u00a0Paulo Laureano from Paulo Laureano Wines<\/a> |\u00a0Nuno Ramilo from Ramilo wines<\/a> |\u00a0Jorge Ser\u00f4dio Borges from Wine & Soul<\/a> |\u00a0Chris Blandy from Blandy\u2019s<\/a><\/p>\n The live case ends with a celebration dinner at the famous golden room of the Lisbon Pousada. This room was the traditional meeting place for the ministers of the Portuguese government.<\/p>\n [\/et_pb_tab][et_pb_tab title=”Faculty” _builder_version=”4.16″ global_colors_info=”{}”]<\/p>\n Sergio Rebelo<\/strong> Alexander Chernev [\/et_pb_tab][et_pb_tab title=”Student Comments” _builder_version=”4.20.0″ global_colors_info=”{}”]<\/p>\n This was an extraordinary experience that we will never forget.<\/p>\n Thanks again for a memorable and constructive experience! The people, the lectures, the culture, the entrepreneurs, the food and wine, the city… Unique and amazing!<\/p>\n Definitely memorable and an incredible way to kick off my Kellogg electives! Thanks for a great week!<\/p>\n It was a pleasure to be in a great city, learning from amazing professors and with a wonderful Kellogg++ cohort. A truly memorable experience, Thank you!<\/p>\n Best elective at Kellogg!<\/p>\n Had a great time during Lisbon B and learned a lot. Well curated experience!<\/p>\n One of the best elective choice I made, thanks for bringing the good memories of this trip\u2026<\/p>\n [\/et_pb_tab][\/et_pb_tabs][et_pb_text _builder_version=”4.16″ text_text_color=”#333233″ text_font_size=”14px” custom_css_main_element=”border-top: solid 1px #D3D3D3;” global_colors_info=”{}”][\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ disabled_on=”off|on|on” _builder_version=”4.16″ global_colors_info=”{}”][et_pb_row _builder_version=”4.16″ global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_text _builder_version=”4.27.3″ global_colors_info=”{}”]<\/p>\n + Highlights + Dates\u00a0<\/strong> + Location <\/strong> + Accommodations <\/strong> + Local Attractions\u00a0<\/strong>
<\/strong>– Strategic Brand Management<\/em>. The goal of this course is to enhance your knowledge of branding and brand management. Specifically, this course aims to\u00a0introduce the key elements of brand management,\u00a0provide a sound framework for building strong brands, and\u00a0sharpen your leadership, analytical, and communication skills
– International Finance<\/em>. Managing a business exposed to global competition requires understanding some essential concepts in International Finance. This course provides you with a working knowledge of these concepts in a way that makes them easy to understand and apply.
– Live Case<\/em>. A core element of the Lisbon elective experience is a live case that allows students to immediately apply what they learned in class to a real-world problem. Sergio Rebelo and Alex Chernev run the case discussion together.
– Blended Course Format<\/em>.\u00a0This elective uses the \u201cflipped-classroom\u201d approach. Unlike the traditional format in which students work on their assignments at home and come to class for the professor\u2019s lecture, students study the material at home (through a combination of video lectures, textbook chapters, and short quizzes), with class time used for case discussion and problem solving. This combination of asynchronous and synchronous activities is designed to facilitate learning by enabling students to study at their own pace and at the same time benefit from interacting with one another while discussing cases.\u00a0The flipped-classroom format implies that the courses are front loaded, meaning that the learning must begin before the first class.<\/p>\n
Lisbon A: December 5-8, 2026
Lisbon B: January 23-26, 2027
Lisbon C: January 28 \u2013 January 31, 2027<\/p>\n
Lisbon, the capital of Portugal, is a city filled with ancient architecture, delightful restaurants, interesting shops, and inspiring views.<\/p>\n![\"\"](\"https:\/\/lisbonelective.com\/wp-content\/uploads\/2022\/06\/lisbon.png\")
<\/p>\n
Pestana Palace<\/a> hotel, a palace built in the beginning of the 20th century by the Marquis of Valle Flor with the profits from cocoa production. The palace quickly became a fashionable gathering place for celebrities. In 1992, it opened as a luxury hotel and a\u00a0member of the “The Leading Hotels of the World,” offering breathtaking views of the Tagus river and an elegant interior.<\/p>\n![\"\"](\"https:\/\/lisbonelective.com\/wp-content\/uploads\/2022\/06\/Pestana.png\")
<\/p>\n
Sintra<\/a>\u00a0is an enchanting village near Lisbon where the royal family used to spend their summers. You can visit three spectacular royal palaces, a 9th-century Moorish castle with fantastic views of the surrounding region, and several manor houses.<\/p>\n![\"\"](\"https:\/\/lisbonelective.com\/wp-content\/uploads\/2022\/06\/Sintra_PenaPalace.png\")
<\/p>\n![\"\"](\"https:\/\/lisbonelective.com\/wp-content\/uploads\/2022\/06\/SaltPortugal.png\")
<\/p>\nStrategic Brand Management<\/b><\/span><\/h2>\n
The course is heavily case-based, and advance preparation for case discussions is essential. Most assignments are done in advance; there are no assignments due after the last day of class. Teamwork is an integral component of this course. Working in teams aims to strengthen your collaboration, communication, and leadership skills.\u00a0<\/p>\n
– The Framework for Brand Management<\/em>.\u00a0This module introduces a framework for strategic marketing planning and building an actionable value-creation model. Specific topics include: the brand as a marketing tool, the key brand management concepts, crafting the brand mantra, and developing a brand value map.
– Designing the Brand<\/em>.\u00a0This module delineates the key brand attributes and outlines the core principles in designing the brand. Specific topics include: defining the brand name, designing the brand logo and soundmark, creating the brand motto and character, crafting the product design and packaging, and defining the brand referents.
– Communicating the Brand<\/em>.\u00a0This module outlines the key principles in developing a successful brand communication campaign. These principles include: brand-building focus, visionary approach, authentic message, impactful design, and ethical implementation.
– Crafting the Brand Architecture<\/em>.\u00a0This module defines the concept of brand architecture and addressed the issues involved in designing and managing brand portfolios and cobranding. Specific topics include: managing brand and product portfolios, defining the brand hierarchy, cobranding as a tool for creating market value, developing a viable cobranding strategy, and managing private label brand architecture.
– Managing Brand Dynamics<\/em>.\u00a0The focus of this module is on managing brands over time, including the issues of brand repositioning and brand extensions. Specific topics include: the essence of brand extensions, vertical and horizontal brand extensions, brand repositioning, brand realignment, and brand licensing.<\/p>\n
– Building a Lifestyle Brand. <\/em>The Puma case highlights the role of brands as a means of self-expression and the challenges in building a lifestyle brand.
– Building a Luxury Brand. <\/em>The Miele case highlights challenges in building and managing a global luxury brand in a B2B context.
– Rejuvenating an Iconic Brand<\/em>.\u00a0The Harley-Davidson case highlights the importance of brands as a means of competitive differentiation.
– Empowering Social Change<\/em>. The Beleza Natural case highlights the role of brands as a means of promoting social change.<\/p>\nInternational Finance<\/b><\/span><\/h2>\n
The course uses a blended format: some of the lectures are pre-recorded so that we can allocate more time to discussions and experiential learning. Apart from lectures, the course workload involves several short quizzes and two assignments. Most quizzes can be retaken multiple times so that students can master the concepts discussed in the course. The first assignment involves identifying whether a currency is overvalued or undervalued\u2014a concept discussed in detail in the course. The second assignment involves articulating three takeaway learnings from the course and discussing how they apply to your own business.<\/p>\n
<\/strong>These modules include a series of short videos designed to give you a good understanding of exchange rates, interest rates and the function of the international financial system.
<\/strong><\/p>\n
<\/strong>In these modules, we discuss how to value an international business, how to compare financing in different currencies, and how to manage risk.<\/p>\nLive Case<\/strong><\/h2>\n
![\"\"](\"https:\/\/lisbonelective.com\/wp-content\/uploads\/2022\/06\/ChrisBlandy.png\")
<\/p>\n![\"\"](\"https:\/\/lisbonelective.com\/wp-content\/uploads\/2022\/06\/Posada.png\")
<\/p>\nFaculty<\/b><\/h2>\n
Professor Rebelo has published widely in macroeconomics and international finance. His research focuses on the causes of business cycles, the impact of economic policy on economic growth, and the sources of exchange rate fluctuations. He has won numerous teaching awards at Kellogg, including the Executive Master Program Outstanding Professor Award and Professor of the Year Award. Professor Rebelo has also served as a consultant to the World Bank, International Monetary Fund, Board of Governors of the Federal Reserve System, European Central Bank, McKinsey Global Institute, and Global Markets Institute at Goldman Sachs. He received his PhD in economics from the University of Rochester.<\/p>\n
<\/strong>Professor Chernev teaches marketing strategy, strategic brand management, and behavioral decision theory in the MBA, PhD, and Executive Education programs at Kellogg. He has received numerous teaching awards, including the Top Professor Award from the Executive MBA Program. Professor Chernev is an academic trustee of the Marketing Science Institute and advises companies around the world on issues of marketing strategy, brand management, consumer behavior, and new product development. He holds a PhD in psychology from Sofia University and a PhD in business administration from Duke University.<\/span><\/p>\n![\"\"](\"https:\/\/lisbonelective.com\/wp-content\/uploads\/2022\/06\/Faculty.png\")
<\/p>\nStudent Comments<\/strong><\/h2>\n
![\"\"](\"https:\/\/lisbonelective.com\/wp-content\/uploads\/2022\/06\/Elective.png\")
<\/p>\nOverview<\/b><\/span><\/h2>\n
<\/strong>– Strategic Brand Management<\/em>. The goal of this course is to enhance your knowledge of branding and brand management. Specifically, this course aims to\u00a0introduce the key elements of brand management,\u00a0provide a sound framework for building strong brands, and\u00a0sharpen your leadership, analytical, and communication skills
– International Finance<\/em>. Managing a business exposed to global competition requires understanding some essential concepts in International Finance. This course provides you with a working knowledge of these concepts in a way that makes them easy to understand and apply.
– Live Case<\/em>. A core element of the Lisbon elective experience is a live case that allows students to immediately apply what they learned in class to a real-world problem. Sergio Rebelo and Alex Chernev run the case discussion together.
– Blended Course Format<\/em>.\u00a0This elective uses the \u201cflipped-classroom\u201d approach. Unlike the traditional format in which students work on their assignments at home and come to class for the professor\u2019s lecture, students study the material at home (through a combination of video lectures, textbook chapters, and short quizzes), with class time used for case discussion and problem solving. This combination of asynchronous and synchronous activities is designed to facilitate learning by enabling students to study at their own pace and at the same time benefit from interacting with one another while discussing cases.\u00a0The flipped-classroom format implies that the courses are front loaded, meaning that the learning must begin before the first class.<\/p>\n
Lisbon A: December 5-8, 2026
Lisbon B: January 23-26, 2027
Lisbon C: January 28 \u2013 January 31, 2027<\/p>\n
Lisbon, the capital of Portugal, is a city filled with ancient architecture, delightful restaurants, interesting shops, and inspiring views.<\/p>\n<\/p>\n
Pestana Palace<\/a> hotel, a palace built in the beginning of the 20th century by the Marquis of Valle Flor with the profits from cocoa production. The palace quickly became a fashionable gathering place for celebrities. In 1992, it opened as a luxury hotel and a\u00a0member of the “The Leading Hotels of the World,” offering breathtaking views of the Tagus river and an elegant interior.<\/p>\n<\/p>\n
Sintra<\/a>\u00a0is an enchanting village near Lisbon where the royal family used to spend their summers. You can visit three spectacular royal palaces, a 9th-century Moorish castle with fantastic views of the surrounding region, and several manor houses.<\/p>\n<\/p>\n