International Brand Management (5 cr)

Objectives (course unit)

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 (course unit)

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 (course unit)

Basic knowledge of Marketing.

Assessment criteria, satisfactory (1-2) (course unit)

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) (course unit)

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) (course unit)

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.

Location and time

The course starts with a virtual conference February 2nd at 2:00 pm. Participation is mandatory. A more detailed timetable will be given in the beginning of the course.
There will be an intensive week (11) when the students need to participate in the teaching outside the regular class hours.
The course ends to a virtual conference April 22th. at 2:00 pm. Participation is mandatory.

Exam schedules

No exam. The students should realize that it is very difficult to improve the final grade afterwards because the evaluation is based not only on the output of the project but also on the teamwork skills.

Assessment methods and criteria

Course evaluation comprises of the
- Products (deliverables) 60%: completing the theoretical part (individual essay), research report, brand strategy report and presentation video. The presentation will be evaluated and graded also by the commissioner in a competition.
- Process 40%: 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’ team work around a business case, coached by the teachers from TAMK and the partner universities. The students work in in international teams with members from the partner universities. Coaching will be arranged in the class if possible.
Regular virtual meetings and conferences are an essential part of the course.
Individual essay about branding theories will be included.

Learning materials

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. Generally there are 2 * 3 "class" hours per week. Part of the class hours (appr. 60 hours) will be reserved for working with the project and part of them for branding theory. However, students should notice that a great deal of the execution will be done outside class hours (135 - 60 = 75 hours)
Week 11 will be an intensive week and the students should prepare themselves to work with this course also outside the regular class hours.

Content scheduling

Weeks 5 - 10 Branding theories, business case market analysis and consumer research.
Week 11 Intensive week: business case brand strategy planning initiation
Weeks 12 - 16 business case brand strategy building

Completion alternatives

None

Practical training and working life cooperation

A Czech cosmetics company will give the students a branding challenge.

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. Also, some students from a Belgian university will join this implementation.

Further information

Implementation Plan.