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

All classes will be held according to schedule at Pakki. We will discuss the course details in the first session.

These are the first three in-person sessions that will take place at the TAMK campus.
23.01.2025: 15–17.00 (B3-27)
30.01.2025: 15-17.00 (B3-27)
06.02.2025: 15–17.00 (B3-27)
The course will kick off virtually on Thursday, February 13, 2025, and attendance is required.
13.02.2025 14.30 - 17.00 Online
The student will work with their respective national teams online during below dates.
20.02.2025 14.30 - 17.00: Online
06.03.2025 14.30 - 17.00: Online
Presentations: national teams' market research
13.03.2025 14.30 - 17.00: Online
Later in the course, the international teams will work online on the following dates:
20.03.2025 14.30 - 17.00: Online
27.03.2025 14.30 - 17.00: Online
The course includes an international intensive week in TAMK during week 14 (31.3.2025 to 04.04.2025), which participants are expected to attend also outside regular class hours.

31.03.2025 08.00 - 18.00
01.04.2025 08.00 - 18.00
02.04.2025 08.00 - 18.00
03.04.2025 08.00 - 18.00
04.04.2025 08.00 - 14.00

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

We will provide a more detailed course timetable and structure at 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 cooperation with TAMK International Business in Finland, Brno University of Technology in the Czech Republic, Windesheim University of Applied Sciences in the Netherlands, and Karel de Grote University of Applied Sciences and Arts in Antwerp, Belgium.

Further information

The maximum amount of students is 30. Students studying the marketing module receive priority. The course is not open for exchange or open university students.

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.