International Marketing and Brand Management (5op)

Arviointimenetelmät ja arvioinnin perusteet

• Reflection Assignments: 20%
• Group Discussion: 20%
• Case Studies: 20%
• Final Project: 40%
• Evaluation based on application of theory, creativity, relevance, and clarity.

Arviointiasteikko

0-5

Sisällön jaksotus

Topic Format

Global Market Introduction Online Session 1

International Market Entry Strategies Online Session 2

International Marketing Mix Online Session 3

Tavoitteet

After completing the course, the student is able to
• support strategic marketing management and design marketing and branding activities as part of a global marketing program.
• distinguish trends and phenomena (such as ethical issues, sustainability, digitalization) affecting international marketing and branding today.
• evaluate and select between different market strategies,
• support global brand building and brand management,
• formulate international marketing program plan and take into account the balance between adaptation and standardization in international marketing

Sisältö

The global marketing environment, trends, and phenomena
Approaching global markets, segmentation, and selection of target markets
International market entry strategies
The international marketing mix: building customer value through strong global brands, modern marketing channels, international pricing strategies and integrated marketing communications
Global branding concepts
Standardization and adaptation decisions in international marketing

Aika ja paikka

The course includes 3 × 2 hours (scheduled in weeks 9, 10) Online Sessions:
Online Components: Available on Its Learning for flexible access.
Location: (e-campus + online via Zoom). the participation link can be found in the Itslearning workspace.
Online sessions are recorded, and the recordings can be found in the Itslearning workspace
The student will have access to the course's Itslearning workspace from the start date of the

Oppimateriaalit

• Selected articles and case studies (provided via Its Learning).
• Videos and podcasts on global branding and marketing strategies.
• International Marketing (2nd Edition) , Daniel W. Baack, Barbara Czarnecka, Donald Baack, SAGE Publications Ltd

Opetusmenetelmät

• FLIP Learning: Students study materials before contact sessions.
• Experiential Learning: Case studies, simulations, and real-world projects.
• Social Learning Theory: Peer collaboration, discussion forums, and feedback.
• HyFlex Delivery: Combines in-person, online synchronous, and asynchronous learning.

Harjoittelu- ja työelämäyhteistyö

• Real-world business cases from international companies.
• Final project simulates a branding strategy for a global market.
• Guest speakers or interviews with professionals (recorded or live).

Tenttien ajankohdat ja uusintamahdollisuudet

• No traditional exam.
• Final project submission deadline: Week 13.

Kansainvälisyys

• Focus on global branding strategies and cross-cultural marketing.
• Case studies from international companies.
• Encourages students to apply learning to their own international work contexts.

Toteutuksen valinnaiset suoritustavat

• Students unable to attend online sessions may complete equivalent online tasks and participate in asynchronous discussions.
• Final project submission and peer feedback are mandatory for all formats.

Opiskelijan ajankäyttö ja kuormitus

• Total workload: ~135 hours (5 ECTS)
o online sessions: 12 hours
o Pre-class preparation: ~30 hours
o Assignments and discussions: ~40 hours
o Final project: ~53 hours