International Brand Strategy (5cr)

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 2026.

Three hours per week are scheduled: lectures, workshops and Moodle exam, and partly for group work. A more detailed schedule will be given at the first appointment.

Exam schedules

The course has several smaller group work assignments , which are presented in several different stages and Moodle exam (in period 4). Return and presentation of the brand strategy at the end of the course. More detailed schedule for the first time.

Assessment methods and criteria

Moodle exam 30%
Brand strategy and video 70%
Self- and peer assessment can affect the assessment.

Assessment scale

0-5

Teaching methods

Team work: workshops, cases, mentoring sessions, brand analysis + short (desktop) research, ideation and design assignments; peer review, reporting and presentations.

Individual work: independent information search, preparing for the lecture, Moodle exam, Moodboard, self evaluation.

Learning materials

Materials in Moodle.

Floor, K.2006: Branding a store, How to build succesfull retail brands in a changing marketplace. BIS Publishers, Amsterdam.

J. N. Kapferer: The new strategic brand management.

Student workload

Scheduled class room hours ca. 30+13, other time resource individual work 20 hours and team work 70 hours.

Team work 3 cr (70%)
- brand (video) analysis, research, ideation and design assignments (also report and presentation, self and peer review)
- workshops and preparation for them
- mentoring meetings

Brand video 1 cr

Individual work 1 cr (30%)
- independent information search
- preparation for a teacher's meeting with the given materials
- Moodle exam

Content scheduling

Branding concepts and frameworks
Customer understanding and personas and customer journey, market competition environment
Brand identity prism
Brand equity model
Brand communication and creative concept
Brand video

Completion alternatives

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

If you have Proposal for Individual Study Arrangements contact your teacher in advance to discuss those possible arrangements.

You can apply for credit transfer based on your work experience or other competence (credit transfer for competence).

A credit based on competence as a replacement is applied for using the eAHOT application, which can be found in the taskbar of the PAKKI student's desktop. Submit the eAHOT application no later than 9 January 2026 and select the teacher of the course as its processor. The responsible teacher will indicate the method of demonstrating competence (demonstration) and other additional information in their eAHOT decision.

The demonstration of competence is assessed on a scale of 1-5.

Practical training and working life cooperation

A work-based assignments.

International connections

English-language international material and international students.

Further information

Repeats follow the retake procedure of the business administration degree programme (see Degree Regulations, Section 27). A failed learning assignment (report, essay, group work, presentation, etc.) can be retaken after the end of the course. Retakes must be agreed upon with the course teacher immediately after receiving the failed assessment or no later than 3 months after the end of the course (= the end date recorded in the implementation plan). If the course ends in May-June, the teacher must be contacted within 4 months. If the student does not contact the teacher within the given deadline or if the student does not return the assignment according to the deadline separately agreed with the teacher, the student must re-enroll in the course. If the course has clearly been left incomplete or the student is missing several learning assignments, the course must be retaken.