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International Brands in the Age of AI
Faculty
Estela Alcaide Delgado
Social Media & Brand Strategist
Course length
Duration
Total hours
Credits
Language
Course type
Fee for single course
Fee for degree students
Skills you’ll learn
Overview
We live in a moment where AI makes it possible to produce more content than ever — and makes it easier than ever to sound like everyone else. This course is about the opposite: building brands that communicate with intention, cultural relevance, and a clear point of view.
Learning highlights
- Students will understand how culture shapes brand perception and consumer behaviour.
- They will learn to define a credible cultural territory for a brand, distinguish between strategic content and noise, connect creative decisions to business objectives (CPM, organic reach, paid amplification), and develop a brand communication strategy grounded in real insight rather than trend-chasing.
- By the end of the course, students will be able to think critically about what a brand should — and should not — communicate in the age of AI-generated content saturation.
Course outline
15 classes
Session 1
PHASE 1 — DIAGNOSIS. Branding vs. culture: why most brands miss the mark. Introduction to the course framework and the cultural relevance model.
Session 2
Cultural mapping: how audiences assign meaning. What is a cultural territory and how do brands earn the right to occupy one.
Session 3
Brand audit workshop: teams begin analysing their assigned brand across channels, audiences, and cultural signals.
Session 4
The gap diagnosis: identifying the distance between what a brand communicates and what culture actually hears.
Session 5
AI and content saturation: what changes when everything can be automated. Defining what intentional content looks like in this context.
Session 5
PHASE 1 CLOSE. Individual brand audit due. Group discussion, peer critique, and alignment on project direction.
Session 7
PHASE 2 — STRATEGY. Defining cultural territory: what a brand can say with credibility — and what it cannot. Case studies from global lifestyle brands.
Session 8
Narrative architecture: editorial pillars, content hierarchy, tone of voice, and the line between consistency and repetition.
Session 9
From organic to paid: how strategy shapes distribution. CPM logic, boosting decisions, and budget thinking for brand managers.
Session 10
Creators, communities, and collaboration: when to partner, how to choose, and how to brief for cultural fit.
Session 11
Brand strategy workshop: teams build their cultural territory and narrative framework. In-class coaching by instructor.
Session 12
Mid-course presentations: each team presents their strategy draft. Structured group feedback and iteration planning.
Session 13
PHASE 3 — ACTIVATION. Translating strategy into decisions: content formats, platform logic, campaign thinking, and what to say no to.
Session 14
Measurement and iteration: how to evaluate whether a strategy is working beyond vanity metrics. Connecting content to business outcomes.
Session 15
Final presentations: each team presents their complete brand strategy. Peer and instructor evaluation. Closing reflection on the course.
Course materials
Books
Media
Prerequisites
Basic knowledge of digital marketing concepts (social media platforms, content strategy, brand fundamentals).
No technical prerequisites.
Students should come with curiosity about culture, communication, and how brands build meaning — not just metrics.
Methodology
The course is structured around a single real brand project that runs across all three weeks. Students work in small teams (3–4 people), each assigned a brand from the lifestyle, fashion, beauty, or cultural sector. Every session alternates between input (conceptual frameworks, real case analysis) and application (workshopping their own brand).
Week 1 focuses on diagnosis — reading the brand, reading the culture, identifying the gap.
Week 2 focuses on strategy — defining territory, narrative, and content architecture.
Week 3 focuses on activation and presentation — translating strategy into concrete decisions and defending them in front of the group. Guest perspectives from practitioners may be incorporated. Individual reflection exercises complement the group work.
Grading
Apply for this course
International Brands in the Age of AI
by Estela Alcaide Delgado
Total hours
45 Hours
Dates
Oct 19 - Nov 06, 2026
Fee for single course
€1500
Fee for degree students
€750
How to secure your spot
Complete the form below to kickstart your application
Schedule your Harbour.Space interview
If successful, get ready to join us on campus
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