Copenhagen School of Design and Technology

da

Intercultural Concept Development (EN)

2019/2020
Specialeretning: Marketing & Communication
Engelsk titel
Intercultural Concept Development (EN)
Uddannelse
Designteknolog
Uddannelsestype
Fuldtidsuddannelse
Niveau
Erhvervsakademi
Semester
4. semester
Fagets/modulets varighed
4 uger
Ects
5
Udd. element
Valgfag
Sprog
Engelsk
Opstart
Forår
Efterår
Studiested
Guldbergsgade 29 N, København N
Fagkode
3276459
Fag- /modulansvarlig
Morten Normand Pedersen
Gitte Nørregaard
  • Formål

    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.

    Viden

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

    Færdigheder

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

    Kompetencer

    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

  • Undervisningsform og udfoldelse af læringsmål
    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
  • Forudsætninger for at deltage i faget

    Faglige forudsætninger for at deltage i faget
    Open to all Marketing & Communication Design students on the fourth semester.

  • Prøve

    Læringsmålene for prøven er identiske med fagets/fagenes læringsmål

    Faget prøves
    Faget/modulet prøves selvstændigt
    As part of the module, students prepare an assignment consisting of a common part and an individual part. For
    detailed information see the assignment description.
    COMMON PART
    Group presentation of transformed marketing mix supported by relevant insight. The full presentation
    must be handed in as a PDF.
    INDIVIDUAL PART
    Oral presentation for the lectures: Oral reflections on the cultural differences in the project must be presented
    supported by visualization of your key findings.
    At the end of the module (5 ECTS) students are given an individual grade, based on a combination of the common
    part and the individual part (50/50). To pass the module a minimum grade of 02 must be awarded, which will appear
    in your diploma.
    Prøveform
    Kombineret skriftlig og mundtlig prøve
    Opgavetype
    COMMON PART
    Group presentation of transformed marketing mix supported by relevant insight. The full presentation
    must be handed in as a PDF.
    INDIVIDUAL PART
    Oral presentation for the lectures: Oral reflections on the cultural differences in the project must be presented
    supported by visualization of your key findings.
    Individuel eller gruppeprøve
    Individuel- eller gruppeprøve, 1-4 maks. deltagere
    Anvendt sprog til prøven
    Engelsk
    Bedømmelsesform
    7-trins skala
    Bedømmer(e)
    Intern censur
    Frist for aflevering
    All information are given through WISEflow
54
timers undervisning
83
timers forberedelse
Tallene viser omfanget af arbejdsbelastningen relateret til faget fordelt på forskellige studieaktiviteter.

På faget Intercultural Concept Development (EN) modtager du 54 timers undervisning, hvilket svarer til 72 lektioner (1 lektion = 45 min.) og 39% af din samlede arbejdsbelastning på faget.

Undervisningen vil primært bestå af følgende aktiviteter: casearbejde, interne forelæsninger, virksomhedsbesøg.
Forberedelsen vil primært bestå af følgende aktiviteter: indsamling af empiri.

Læs om KEAs studieaktivitetsmodel

*KEA kan fravige det angivne timetal, hvis det er begrundet i særlige forhold.