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INTBRANMANSTRAT - International Brand Management: Strategy22501/10988/2223/1/70
Study guide

INTBRANMANSTRAT - International Brand Management: Strategy

Academic year 2022-23
Is found in:
  • Bachelor of International Communication Management, programme stage 3
    Choice package:
    • Expert Track
  • Programmes Incoming Students
This is a single course unit.
Study load: 6 credits
Weight: 6,00
Total study time: 155,00 hours
Possible deadlines for learning account: 01.12.2022 ()
The course unitorganization of the subgroups is done using the class subgroups.
xOLOD-administrator(s): Van Betsbrugge Elsje, De Mets Charlotte.
This course unit was completed by levrau olivier on 18.05.2022.
This course unit was approved by levrau olivier on 18.05.2022.
ProgrammaonderdeelID: INTBRANMANSTRAT - International brand management: strategy.
This course unit is marked out of 20 (rounded to an integer).
Re-sit exam: is possible.
Compensated fail: This course unit is eligible for compensation according to the compensated fail criteria as determined by the degree programme you are enrolled in.
Preservability: The result of this course unit is preservable according to the terms of the program you are enrolled for.
This course unit
  • may be included in printed study guide (on paper).
  • may be published in study guide on the website.
  • may be included with details in the study guide.
  • requires no title on the diplomasupplement (thesis, dissertation, thesis).
  • should NEVER be replaced by another course unit to another (foreign) institution.
  • does not use a jury.
This course unit may be scheduled as
Study programme: PBAICM - Bachelor in international communication management
xOLODa: Single Course Unit
xOLODb: International Brand Management: Strategy
Second enrollment: Not possible within the same academic year.
Teaching staff: Bloemen Georges, De Mets Charlotte, Van Betsbrugge Elsje
Language course: No
Languages: English
Scheduled for: Semester 5

Learning material (list)

  • Medium: Digital learning environment
  • Not for sale through sales service
  • Not in stock

Educational organisation (text)

Education and evaluation will be organised as described on these ECTS sheets, except when measures must be taken due to a pandemic, and other education and assessment methods are used accordingly.

The teaching sessions demand interaction and reflection from the students. 
Analysing known and unknown examples of brands, preparative readings, looking for new brands,.... is part of the attitude we expect from students in this course.

Educational organisation (list)

Face-to-face instruction
Lectures30,00 hours
  • Remark: Interaction/exercises class/study visits
Self-study - tasks
Assignments in study hours40,00 hours
Study hours75,00 hours
Studiebezoek10,00 hours
Workplace Learning

Final competences (list)

ICM/2223/0105learning goal broadening/deepeningBS
ICM/2223/0106learning goal broadening/deepeningBS
ICM/2223/0309learning goal broadening/deepeningBS
ICM/2223/0310learning goal broadening/deepeningBS
ICM/2223/0311learning goal broadening/deepeningBS
ICM/2223/1003learning goal broadening/deepeningBS
ICM/2223/1107learning goal broadening/deepeningBS


In this course you will learn to understand :

- what defines and strengthens an international brand

- how branding effects marketing, sales and reputation

- how to create an international brand identity and a brand strategy 

- how to market an international brand

- how to create touchpoint and how to use the right communication channels during the branding process.

- how to manage international brand assets

- Best practices

In short : we will take you through the fundamentals of international brand management but we will also explore certain aspects more in depth.This course provides a comprehensive overview of international brand management and creative campaigns.

Assessment (text)

Evaluation International Brand Management:

1. Written exam
2. Portfolio

More information about the evaluation within this course can be found on the digital learning environment Canvas.

We work with a peer assessment by which the input and cooperation of each team member is evaluated. The individual score is composed of the team score + the sore on the peer assessment.

The evaluation can take place online as well as on campus

Assessment (list)

Evaluation(s) for first exam chance
First term within exam periodWritten70,00
First term out of exam periodAssignment30,00
Evaluation(s) for re-sit exam
Third term within exam periodWritten100,00

Free information 5

Alina Wheeler, Designing Brand Identity, An essential guide for the whole branding team, 5th edition,John Wiley and sons, Hoboken, New Jersey, 2018, 324 p. ISBN : 9781119375418 (pdf), 9781118980828 (cloth), LCCN 2017030982 (ebook), LCCN 2017022067 (print)

Course sequence (VT)

(having passed, or having a compensated mark for Strategy 4: the digital customer journey OR having passed, or having a compensated mark for Strategy 4 (AL): The Digital Customer Journey) AND (having passed, or having a compensated mark for English 1: essential communication OR having passed, or having a compensated mark for English 1 (AL)) AND (having passed, or having a compensated mark for English 2: content creation OR having passed, or having a compensated mark for English 2 (AL) OR having passed, or having a compensated mark for English 2 (AL): content creation) AND (having passed, or having a compensated mark for English 3: global, local and coporate communication OR having passed, or having a compensated mark for English 3 (AL): global, local and coporate communication) AND (having passed, or having a compensated mark for English 4: writing and presentation skills OR having passed, or having a compensated mark for English 4 (AL): writing and presentation skills).