We live in an increasingly globalised world, which is creating new opportunities and giving rise to new challenges for
individuals as well as companies. We are increasingly influenced and inspired by other cultures, seeking and cultivating
communities across national borders, which translates into new opportunities for companies.
In the Concept Design module, you work with intercultural factors that have an impact on the spread of a brand
concept in an international market.
The module will consist of three parts
PART 1
Will take place in Denmark. You will be introduced to a Danish brand and their present challenges in a
new cultural setting in order to spot new opportunities. In this part you will be given relevant tools for the
other parts of the assignment.
PART 2
This part will take place abroad. You can choose between one or perhaps two different destinations in
Europe. You will be researching in the given cultural setting and explore market opportunities for the given
brand. Furthermore you will visit relevant institutions and companies in order to get local market insights.
PART 3
Will take place in Denmark. Based on your findings in part 2 you will be transforming the existing marketing
mix for the chosen cultural setting. Further more you’ll be asked to compare your findings with a
group from the other destination, than the one you have chosen. Your findings from your chosen destination
and the new marketing mix must be presented to the brand in question. Your reflections on the
cultural differences will be presented to your lectures at a separate individual session

The purpose of this module is for the students to:
-- develop a concrete and case-based understanding of concept
development in an intercultural perspective.
-- acquire the skills needed to define and communicate a brand in a
new cultural setting, true to the existing brand concept.
-- explore consumer behaviour to gain customer insight relevant for the given brand.

Decode and assess new market and consumer trends, which will benefit
a brand in connection with the development of the market.

Prepare a new marketing mix for an existing brand with international potential
and with coordination between the strategic and tactical level.

Work with semiotics in intercultural contexts with a view to ensuring the local anchoring of
the brand, positive relations with the target group and increased user involvement