International Brand Strategy (5 cr)

Objectives (course unit)

This course is implemented in co-operation with TAMK’s international partner universities. The students work on 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 handle cultural differences in an international project.

After completing the course the students
- are able to describe and apply a theoretical framework for developing a brand
- are able to analyze and evaluate strengths and development areas of a brand
- are able work in an international project using virtual communication tools.

Content (course unit)

How do international companies manage their brand development?
Which aspects in consumer behaviour 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)

2nd year courses or equivalent knowledge.

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

The student has achieved the objectives of the course sufficiently. They understand the premises and principles of branding. Student recognizes, is able to determine and use the concepts and models of branding. The student’s skills working in the international team need to be further developed.

Assessment criteria, good (3-4) (course unit)

The student has achieved the objectives of the course well although the skills and competences are somewhat in need of further development. They are able to identify and apply the concepts and models of branding well and to conduct reasoned analysis. The student knows how to behave in the international team.

Assessment criteria, excellent (5) (course unit)

The student has achieved the objectives of the course excellently. They have mastered the concepts and models of branding in an excellent manner. The student is able to conduct fluent and reasoned analysis and has good capabilities to apply learning in practice. They are a valuable member of the international team.

Location and time

January-April 2021.

Three hours per week are scheduled: lectures, workshops and test, and partly for group work. In the course, the task of one workshop is to make a video of the user experience supporting the product brand. A more detailed schedule will be given at the first appointment.

Exam schedules

The course has several smaller individual tasks and test as well as group work assignments, which are presented in several different stages. More detailed schedule for the first time.

Assessment scale

0-5

Teaching methods

Team work: brand analysis + short research, ideation and design assignments; workshops + video, mentoring sessions, reporting and presentations in a webinar.

Individual work: preparation of a work plan, independent information search, preparation for a teacher's remote meeting with the given materials, test, self- and peer evaluation.

Learning materials

Materials in Moodle.
J. N. Kapferer: The new strategic brand management.

Additional literature:
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

Team work 3 cr (80 hours)
- brand analysis, research, ideation and design assignments (also report and presentation, peer review)
- workshops and preparation for them
- steering meetings

Individual work 2 cr (50 hours)
- independent information search
- preparation for a teacher's remote meeting with the given materials
- test
- self-assessment and peer review

Content scheduling

- Course introduction, team formation; basic branding concepts
- Branding; and brand analysis and audit; brand identity and equity
- Branding models and frameworks; brand strategy; position, personality, commmunication; brand elements
- Creating strong and differiated brand, brand architecture
- Designing international brand strategy

Completion alternatives

The course's brand analysis, research and design and workshop assignments can also be prepared for a self-acquired assignment or studification at your own workplace.

Practical training and working life cooperation

Company visit or visitor, a work-based assignments.

International connections

Potential international students, participation in the unit's international week and English-language international material.

Further information

The language is English if international students are involved, materials are in English.