International Brand Management (5cr)

Objectives

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 students will be able to
- describe and apply a theoretical framework for developing a brand
- analyze and evaluate strengths and development areas of a brand
- work in an international project using virtual communication tools

Content

How do international companies manage their brand development?
Which aspects in consumer behavior are crucial in the brand marketing?
How to cope with cultural differences affecting project work in an international context?
How to use modern virtual communication tools in an international project?

Prerequisites

Introduction to Marketing 1 and 2 or equivalent

Further information

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