Course: International Branding credits: 5
- Course code
- ICVB20THY2
- Name
- International Branding
- Study year
- 2022-2023
- ECTS credits
- 5
- Language
- English
- Coordinator
- N. Karabulut
- Modes of delivery
-
- Lecture
- Tutorial
- Assessments
-
- International Branding - Computer, organised by STAD examinations
Learning outcomes
Competences | Programme learning outcomes Junior professionals: | Level 3 (final project phase) | Where assessed? |
Programme learning outcomes Junior professionals: | |||
|
| Analyse relevant developments for the organisation, monitor international and intercultural developments, and translate the implications for the organisation's communication policy. | International Branding |
| Monitor recent developments in the national and international professional field as well in as the media landscape, and use these insights for the organisation’s communication strategy. | International Branding | |
|
| Conduct research in a methodological way, use suitable research methods and evaluate the research. | N/A |
| Evaluate the needs, wishes and (inter)cultural factors of all relevant stakeholders, and translate them into a professional product. | International Branding | |
| Assess insights from knowledge and theory in order to support effective communication interventions. | N/A | |
|
| Develop a creative concept using creative methods and techniques, and account for the extent to which the concept is suitable for the target group as well as the organisation's goals. | N/A |
| Account for the application of channels and (digital) tools in order to deliver communication suitable for the target group. | International Branding | |
| Create relevant content and/or a prototype of a professional product, and substantiate the way that it is/they are tailored to the organisation's goals. | International Branding | |
|
| Design the communication plan for and organise the implementation of a complex professional product, taking into account target groups, goals and budgets. | N/A |
|
| Advise on the organisation's communication, taking into account the organisation's goals and communication strategy in a complex context. | International Branding |
| Communicate orally and in writing in a correct, target group-oriented, business-like and convincing manner, and are able to explain their points of view in both internal and external communication. | N/A | |
|
| Organise interaction and collaboration, arrange networking or other meetings, expand their national and international network, and draw on this network for specific knowledge or information requirement. | N/A |
| Are able to think out of the box, experiment and create or co-create novel solutions. | N/A |
Content
As barriers preventing the exchange and integration of finances, trade and ideas across the world are falling, more and more companies are gaining the ability to operate on international level. Competition now extends beyond national borders. As a result, international marketing and brand management have become increasingly important. Marketing and branding decisions are intertwined, and each marketing decision has a determining effect on the brand image. As communication professionals, students will be challenged to translate these marketing decisions into effective marketing communication strategies. These strategies aim to create strong brands on a global level, covering both offline and online aspects, and thinking from the organization’s perspective.
Therefore, the International Branding course emphasizes the evaluation and choice of strategic alternatives that best help to achieve organizational objectives in branding in a relatively complex international business environment. As such, the course focuses on equipping the student with tools and knowledge to assess the context, decide which markets to enter and how to enter them, and to translate the outcome of the company’s entry strategy into a clearly defined, dynamic branding strategy and branding programs.
Highlighted subjects include:
Therefore, the International Branding course emphasizes the evaluation and choice of strategic alternatives that best help to achieve organizational objectives in branding in a relatively complex international business environment. As such, the course focuses on equipping the student with tools and knowledge to assess the context, decide which markets to enter and how to enter them, and to translate the outcome of the company’s entry strategy into a clearly defined, dynamic branding strategy and branding programs.
Highlighted subjects include:
- The international marketing environment
- Country selection process and market selection process
- Building global brands,
- Creating value for global brands
- Online and social media strategies for brands
Included in programme(s)
School(s)
- School of Communication, Media & IT