International Brand Management (5op)

Osaamistavoitteet

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
- create or develop a brand strategy for a product, service or a
company
- work in an international project using virtual communication tools
In a business 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.

Sisältö

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?

Esitietovaatimukset

Introduction to Marketing or equivalent

Arviointikriteerit, tyydyttävä (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 teamwork and is able to recognise his/her contribution to the task.

Arviointikriteerit, hyvä (3-4)

The student is able to explain the structure of brand strategy and brand image 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 team also by using virtual communication tools.

Arviointikriteerit, kiitettävä (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 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.