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

Exam schedules

No Exam

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.
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.
A study trip of 5 days will be arranged during week 6-7, partly funded by the university. The students have a possibility to participate and gain 2 extra credit points.

Completion alternatives

None

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 assigned by an international company.

Further information

The maximum amount of students together with the Business Administration students (FIN) is 30. Priority is given to students who study the marketing module.

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 has completed the theoretical part and participated in the teamwork sufficiently according to the team members. The research and the brand strategy are of the grade 1-2, they are superficial and lack consistency. Some parts of them may be missing. Participation in the video conferences is scant and the final presentation lacks interest or is poorly prepared.

Assessment criteria - good (3-4) (Not in use, Look at the Assessment criteria above)

The student has completed the theoretical part and participated in the teamwork actively advancing the project with his/hers own work, according to the team members. The research and the brand strategy are of the grade 3-4, they are mainly consistent and logical. All parts required are included but the solutions remain on an ordinary level. Participation in the video conferences is active and the final presentation is interesting and well prepared.

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

The student has completed the theoretical part and participated in the teamwork especially actively showing leadership and/or exceptional creativity and professionalism according to the team members and teachers. The research and the brand strategy are of the grade 4-5, they are consistent and logical. All parts required are included and the solutions are well reasoned and creative. Participation in the video conferences is active and the final presentation is exceptionally interesting and well prepared.

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.