Study Guide

Objectives

The course aims to provide students with necessary knowledge related to an international project. This course is executed in co-operation with TAMK international partner universities. The students work with a branding project in teams consisting of members from several universities, using virtual communication tools: social media, video meetings and cloud services. In the project the students will learn how to analyze and develop a brand in an international context but quite as importantly how to deal with cultural differences in an international project.

After completing the course, the student will be able to:
• describe and apply a theoretical framework for developing a brand.
• analyze and evaluate strengths and development areas of a brand.
• create or develop a brand strategy for a product, service or a company.
• work in an international project using virtual communication tools.

Content

After completing the course, the student will be able to:
• describe and apply a theoretical framework for developing a brand.
• analyze and evaluate strengths and development areas of a brand.
• create or develop a brand strategy for a product, service or a company.
• work in an international project using virtual communication tools.

Prerequisites

Basic knowledge of Marketing.

Assessment criteria, satisfactory (1-2)

The student is able to recognise the basic concepts of branding. He/she is able to conduct his/her part and participate in the brand strategy development assignment, with assistance, following instructions. The student participates in the international teamwork and is able to recognise his/her contribution to the task.

Assessment criteria, good (3-4)

The student is able to explain the structure of brand strategy and brand identity as tools of brand management. He/she is able to research the business environment of a brand for developing a brand strategy. The student is able to develop a brand strategy plan. The student acts as an active member of an international project team, takes responsibility of his/her own work and is able to co-operate in a multinational team also by using virtual communication tools.

Assessment criteria, excellent (5)

The student is able to analyse the theoretical concepts of branding and apply them in the branding assignment in an excellent manner. He/she is able to develop different solutions for the brand challenge based on the research and assess different alternatives. The student is able to creatively apply the theoretical tools to develop a well reasoned brand strategy. The student takes a leading role in the international teamwork or part of it, can co-operate flexibly and constructively taking into account the cultural differences of the participants and thereby develop the group’s interaction.

Further information

Implementation Plan.