International Brand Management (5cr)

Objectives (course unit)

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 (course unit)

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 (course unit)

Introduction to Marketing 1 and 2 or equivalent

Location and time

The course starts on week 2/2020, Thursday the 9th of January at 14:15 in class B5-31. This and the following class times have mandatory participation:
February 6, Kick-off conference
Intensive week 11 minimum of March 10 and March 12, but the students are expected to participate the whole program during that week.
April 16, Final Conference.

Exam schedules

No exam but there may be class exercises which have an effect on the final grade.

Assessment methods and criteria

Course evaluation comprises of the
- Products (deliverables) 60%: completing the theoretical part, research report, brand strategy report and sales pitch - all of which are teamwork. The pitch will be evaluated and graded also by the commissioner in a competition.
- Process: agreeing and documenting the team rules and meetings, active participation & communication in an international team including self, peer and teacher evaluation.
Both part must be completed in an acceptable manner.

Assessment scale

0-5

Teaching methods

Studying is mainly based on students’ field /research work coached by the teachers from TAMK and the partner universities. The students work in cooperation across countries in a team project (brand analysis and brand strategy).
Contact teaching is used to give the students sufficient knowledge of the theory of the field.
Virtual meetings, conferences and communication on an international environment

Learning materials

Material will be given in the classes.
Examples of literature related to the topic:
Floor, K. 2006. Branding a Store. Amsterdam: BIS Publishers
Finne S., Sivonen H. 2009. The Retail Value Chain
Jansen. M.2006. Brand Prototyping
Usunier, J. 2000. Marketing across cultures
Edwards, H., Day, D.2005. Creating Passion Brands: How to build emotional brand connection with customers.
Aaker D. Building strong brands

Student workload

Student time use 135 hours altogether. Contact teaching and coaching about 50 hours, independent work 85 hours. Part of the class hours will be reserved for working with the project but a great deal of the execution will be done outside class hours. It is very important the students are able to attend the classes (planned dates / times Tuesdays and Thursdays from 2p.m. to 5p.m.
Week 11 will be an intensive week and the students should reserve Monday - Thursday whole days for the course.

Content scheduling

Weeks 2 - 5 are reserved for branding theory
Weeks 6 - 10 consist of market analysis in Finland
Week 11 is an intensive week when students from other universities will come to Finland as our guests
Weeks 12 - 16 international teams will develop and present their brand strategy.

Detailed course syllabus will be given in the first meeting, January 9.

Completion alternatives

None

Practical training and working life cooperation

A Finnsh fashion company Voglia will give the course a brand development assignment and participate in the course work.

International connections

This course is executed in cooperation with TAMK Business Administration, Brno University of Technology in Czech Republic, Stenden University of Applied Sciences and Windesheim University of Applied Sciences in the Netherlands.
The students will work around a project commissioned by a Finnish Company Voglia.

Further information

The maximum amount of students together with the Business Administration students (FIN) is approximately 30. Priority is given to students who study the marketing module. The course is not open for exchange or open university students.

Assessment criteria - fail (0) (Not in use, Look at the Assessment criteria above)

The student does not complete the theoretical part or take part in the teamwork or the team gives the student 0 in their peer evaluation.

Assessment criteria - satisfactory (1-2) (Not in use, Look at the Assessment criteria above)

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) (Not in use, Look at the Assessment criteria above)

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 multinational team also by using virtual communication tools

Assessment criteria - excellent (5) (Not in use, Look at the Assessment criteria above)

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

Assessment criteria - pass/fail (Not in use, Look at the Assessment criteria above)

The student does not complete the theoretical part or take part in the teamwork or the team gives the student 0 in their peer evaluation.