Brand Appearances in Different Markets

International Week at the Department of Media & Economics

International Week at the Department of Media & Economics

At the end of November, approximately 150 students from the bachelor degree programmes Marketing & Communication and Media Management as well as the master degree programme Digital Marketing & Communication participated in the International Week on the topic of “Brand Appearances in Different Markets”.

Numerous guests from Romania, Russia, Spain, the Czech Republic and the USA held interesting speeches and turned the St. Pölten UAS into a multicultural hot spot for a couple of days. The participants were divided into international teams and given the practical task of carrying out research and presenting the results together.

Speeches

  • Eva Gartnerova (CZ): “Vision and Mission as the Base for Strategic Branding” and “Communication through the World”
  • Stan McDaniel (USA): “Promoting and Advertising in the USA:  Intercultural Communication“, „International Business and Communications”
  • Florin Nechita (RO): “Creativity in Advertising with Romanian Case Studies“
  • Ismael Olea (ES): “Marketing and Social Media“
  • Tatiana Alexandrovna Shiryaeva (RU): “Global Brands and Glocal Strategies“, “Glocalization: An International Communication Framework?“

The Assignment

The participants‘ task was to investigate advertising measures for a company or a brand in various markets. In this context, they were supposed to take into account the differences in the communicative address arising from different market situations as well as the use of different media or channels.

In 90-second video clips, the groups then presented their concepts summarising the advertising materials used. A combination of different advertising measures was also possible (billboard theme, TV spot, radio spot, social media, etc.).

In the implementation of the presentation video itself, the participants were supposed to be as creative as possible. For example, they could prepare a news format including presentation or something similar to an Instagram story.

The Teams

  • Mixed teams – students from Media Management and Market & Communication work on assignments together
  • The 32 teams are randomly chosen (138 students from three different years as well as international students from two partner universities)
  • Since it is an “International Week”, it goes without saying that the communication with the coaches is in English

Participant Verena Simlinger:

"What I liked best was the exchange with the participants. The international lecturers and students provided interesting insights to our group work and gave us an awareness for aspects that we wouldn’t have considered otherwise. Another real highlight was working with students from other degree programmes of the St. Pölten UAS and getting to know them better!"

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