Selected Topics in Consumer Behavior, Branding and Marketing Communications (5cr)

Objectives (course unit)

The contents of this course is constructed around consumer behavior, branding and (integrated) marketing communications. Annual course implementations vary due to the execution set up consisting of other TAMK degree students, partner universities and partnering businesses. An international marketing project will be included in the studies.

After completing the course, the student will be able to:

Plan and execute an international marketing project.
Apply the theories of consumer behavior, brand marketing and integrated marketing communications into practise.
Act as a member in international team and network.

Content (course unit)

How do international brands manage their marketing communications?
How are the differences in consumer behavior taken into account in marketing over countries?
How are the marketing communication tools, especially e-marketing, integrated in marketing campaigns?
How do international companies manage their brand marketing?
Which aspects in consumer behavior are crucial in the brand marketing?

Exam schedules

No exam

Assessment methods and criteria

Course evaluation comprises of several deliverables: learning material, research plan and -report, a brand-plan and a presentation - all of which are teamwork, and of active participation & communciation in an international team. A detailed evaluation principles will be given in the beginning of the course.

Assessment scale

0-5

Teaching methods

Contact teaching
Team project (brand analysis)
Virtual conferences

Learning materials

Floor, K. 2006. Branding a Store. Amsterdam: BIS Publishers
Additional literature:
Finne S., Sivonen H. 2009. The Retail Value Chain
Jansen. M.2006. Brand Prototyping
Usunier, J. 2000. Marketing across cultures
Edwards, H., Day, D.2005. Creating Passion Brands: How to build emotional brand connection with customers.
Aaker D. Building strong brands

Student workload

Student time use 135 hours altogether. Contact teaching and coaching about 50 hours, independent work 85 hours. Part of the class hours will be reserved for working with the project but a great deal of the execution will be done outside class hours. It is very important the students are able to attend the classes (planned dates / times Tuesdays and Thursdays from 2p.m. to 5p.m.
A study trip to Brno will be arranged during week 6, partly funded by the university. The students have a possibility to participate and gain 2 extra credit points.

Content scheduling

The course starts January 12th. It continues on the 4th period ending to a video conference April 7th. Weekly timetable varies from 1 to 2 classes / week. A detailed course timetable will be given on the first class.

Completion alternatives

None

International connections

This course is executed in cooperation with TAMK Business Administration, Brno University of Technology in Czech Republic, Stenden University of Applied Sciences and Windesheim University of Applied Sciences in the Netherlands.
The study methods are based on students’ field /research work guided by professors from the partner universities. The students will work in cooperation across countries doing a brand / market analysis and comparing the results of their findings.

Further information

This course concentrates especially on the effect of store brands to the consumers’ decision making in the grocery and hardware/DIY retailing, where the main themes of the course are studied and applied.

Assessment criteria - satisfactory (1-2) (Not in use, Look at the Assessment criteria above)

Student has achieved the objectives of the course sufficiently. Student understands the premises and principles of branding and consumer decision making. Student recognizes, is able to determine and use the concepts and models of branding.

Assessment criteria - good (3-4) (Not in use, Look at the Assessment criteria above)

Student has achieved the objectives of the course well although the skills and competences are somewhat in need of further development. Student is able to determine and apply the concepts and models of branding and consumer decision making well and is able to conduct reasoned analysis.

Assessment criteria - excellent (5) (Not in use, Look at the Assessment criteria above)

Student has achieved the objectives of the course excellently. The student masters the concepts and models of branding and consumer decision making in an excellent manner. Student is able to conduct fluent and reasoned analysis and has good capabilities to apply the learning.