International Brand Management (5 op)

Osaamistavoitteet (Opintojakso)

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.

Sisältö (Opintojakso)

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.

Esitietovaatimukset (Opintojakso)

Basic knowledge of Marketing.

Arviointikriteerit, tyydyttävä (1-2) (Opintojakso)

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.

Arviointikriteerit, hyvä (3-4) (Opintojakso)

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.

Arviointikriteerit, kiitettävä (5) (Opintojakso)

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.

Aika ja paikka

The virtual kick-off event for the project will be held on Thursday 13th February 2025 . The students work first in local, national teams and later in international teams with members from the partner universities. The project consists of three virtual online sessions with the international teams on following Thursday afternoons Thu 13.3., Thu 20.3. and Thu 27.3. Participation in these online sessions is compulsory for all course participants. In addition to these meetings, the course includes independent team and individual work. The virtual online sessions are organized on Zoom.

The project course includes an international intensive CoBra (Co-Branding) week in TAMK during week 14 (31.3.-4.4.). Sunday 17th March is the travel day for the intensive week. Participation in the intensive week is a compulsory part of the project course.

Arviointiasteikko

0-5

Opiskelumuodot ja opetusmenetelmät

Blended Intensive Program (BIP) International Branding Project (IBP) aims to provide students with necessary knowledge related to an international branding project. This project is executed in co-operation with TAMK international partner universities: Brno University of Technology in Czech Republic, Karel de Grote University of Applied Sciences and Arts in Antwerp, Belgium, and Windesheim University of Applied Sciences in the Netherlands.

The students work with a branding project in teams consisting of members from several universities of applied sciences, 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 and how to deal with cultural differences in an international project. Studying is based on students’ teamwork in international teams around a business branding case, coached by the lecturers from TAMK and the international partner universities. The international student teams complete a brand strategy for the project client.

Oppimateriaalit

Announced in the project course

Lisätiedot

Implementation Plan.