Study Guide

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.

Further information (course unit)

Implementation Plan.

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

A compulsory information session for all course participants will be held on Thursday 12th Jan 2023, from 3 to 5 p.m., venue B5-31. The session will include a pre-assignment, which is vital for participation in the course.

A virtual kick-off event for the course will be held on Tuesday 31st Jan 2023 and Thursday 2nd Feb 2023. Attendance is compulsory. The team and coach meetings for the course are on Thursdays from 2 to 5 p.m. In addition to these meetings, the course includes independent team and individual work. The first meetings will be held on site on campus with the national teams. Later in the course, the international teams will work online.

The course includes an international intensive week in Antwerp, Belgium, during week 11 (13-17-3-2023), which participants are expected to attend also outside regular class hours.

The course will end with a final conference on Tuesday 18th April. Participation is mandatory.
A more detailed timetable will be given in the beginning of the course.

Exam schedules

The course does not include an exam. This is a project course and the assessment is based on the final outputs of the project team and teamwork performance.

Assessment scale

0-5

Teaching methods

Studying is mainly based on students’ team work around a business case, coached by the lecturers from TAMK and the international partner universities. The students work first in national teams and later on in international teams with members from the partner universities. Regular virtual meetings and conferences are an essential part of the course.

Content scheduling

A more detailed course timetable and structure will be given in the beginning of the course.

Practical training and working life cooperation

The course includes a real international business brand case.

International connections

This course is executed in co-operation with TAMK International Business in Finland, Brno University of Technology in Czech Republic, Stenden University of Applied Sciences, Windesheim University of Applied Sciences in the Netherlands, and Karel de Grote University of Applied Sciences and Arts in Antwerp, Belgium.

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 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) (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.