Artesis Plantijn Hogeschool Antwerpen
Management en Communicatie
campus Meistraat
Meistraat 5 - 2000 Antwerpen
T +32 3 220 55 20 - F +32 3 220 55 59
mc@ap.be
International brand communication (3CM)16990/2184/2122/1/41
Study guide

International brand communication (3CM)

16990/2184/2122/1/41
Academic year 2021-22
Is found in:
  • Bachelor of Communication Management, programme stage 3
    Choice package:
    • Keuzepakket 2+3PRV
    • Keuzepakket PRV - 360°/ andere bach
This is a single course unit.
Study load: 3 credits
It is not possible to enrol in this course unit under
  • exam contract (to obtain a credit).
  • exam contract (to obtain a degree).
Co-ordinator: Heirman Wannes
Languages: English
Scheduled for: Semester 1
This course unit is marked out of 20 (rounded to an integer).
Possible deadlines for learning account: 15.10.2021 ()
Re-sit exam: is possible.
Possibility of tolerance: This course unit is eligible for tolerance according to the criteria as determined by the degree programme you are enrolled in.
Total study time: 78,00 hours

Prerequisites

having passed, or having a tolerated mark for Advertising AND having finished at least 60 ects credits in programme part (year) 1 AND having finished at least 20 ects credits in programme part (year) 2.

Short description

Brands play a key role in the communcation strategy of a company. They help to establish the identity of the firm in the marketplace and to develop a solid customer franchise.
Many firms move into international markets by acquiring companies in other countries or by entering into international alliances. They therefore need to harmonise their brand portfolio across boundaries on the basis of a cohesive and effective brand strategy.
What kind of communication strategy will they choose? Is there a differentiation of strategy in time, place or culture?
The course IBC gives the students a theoretical and practical view on the methods, techniques used by the big global brands.

Learning outcomes (list)

You formulate a communication problem autonomously and participate in initiating, planning and carrying out applied research around communicators, channels, messages or receivers, starting from a defined assignment. You report on this to colleagues and lay people.
You'll help process the information gathered from a baseline study on the brand equity of an international brand.
You have an overview of the broad social international context, have an internationally oriented attitude and can deal appropriately with intercultural differences.
You describe the methods and techniques used by international brands for international communication.
You'll describe the way international brands associate with secondary entities in order to improve their own brand image.

Course content

  • Positioning of a brand
  • Brand awareness
  • Brand equity
  • Patterns of brand architecture, brand portfolio
  • Dynamics in brand structure
  • Branding strategies
  • Cultural aspects of worldwide communication campaigns

Study material (list)

Mandatory
Mandatory
  • Author: Douglas, S.P., Craig, C.S., & Nijssen,E.J.
Mandatory
  • Author: Li, Z.
Mandatory
  • Author: Salinas, G.

Study material (text): Mandatory

  • Syllabus 'International brand communication' 2010-2011
  • M.DE MOOIJ. Global marketing and advertising. Understanding the cultural paradoxes. London, Thousand Oaks, 2009, 315p. (recommended reading)

Educational organisation (list)

Exam duration
Estimated time for testing2,00 hours
Learning Activities
Collaborative learning
Lectures and / or tutorials24,00 hours
Practicum
Work time outside of contact hours52,00 hours
Workplace training and / or internship

Evaluation (list)

Evaluation(s) for first exam chance
MomentForm%Remark
Academic yearContinuous project assignment (Permanent evaluation)50,00Presentation made by group of students in which they critically evaluate the international branding strategy of a global brand.In case you would have passed for this part at the first exam moment, the points of this part will be transferred to the resit
Academic yearKnowledge test50,00Written exam
Evaluation(s) for re-sit exam
MomentForm%Remark
2nd examination periodKnowledge test50,00Written exam
2nd examination periodProject assignment50,00Presentation made by student in which you critically evaluate the international branding strategy of a global brand.