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.

 the design of a value-orientated brand identity in a postmodern world.
 the role of semiotics in market communication.

 use semiotics for the preparation of corporate concepts of communication.
 assess and select communication approaches relevant to practice-orientated and user-related issues.
 develop brand concepts that create and communicate user experiences and add value to the target group.
 assess and determine consumer behaviour and user experiences to ensure a relevant customer journey.

 plan and prepare a communication strategy for a campaign which focuses on integrated market
communication and which is true to the company's value base and user profiles.
 innovatively develop a creative strategy that supports the message of the market communication and
promotes the overall purpose of market communication.
 innovatively develop and be in charge of a brand's graphical and linguistic profile so as to ensure the
creation of a strong synergy.