Brand Management (5 cr)

Objectives (course unit)

After completing the course students will be able to
- explain basic branding concepts and factors that help to create strong and differentiated brands
- integrate marketing communication tools and consider them comprehensively
- exploit opportunities offered by social media and mobile communication
- apply branding models, frameworks and tools

Content (course unit)

How can companies create and strengthen brands?
How to integrate different communication targets and tools?
How to exploit social media in marketing communication?

Prerequisites (course unit)

2. year studies or similar skills and knowledge.

Location and time

Tammi-huhtikuu 2018. Viikoilla 3-6 kerran viikossa (torstaisin?) ja viikoilla 7-15 kaksi kertaa viikossa.
Projektin kansainväliset tiimit työskentelevät virtuaalisesti. Tamkissa ohjausta lähikertojen yhteydessä.
Kansainvälinen projektin Kick-off Hollannissa on 11.-16.2. ja päätöskonferenssiviikko Tsekeissä on 10.-14.4.2018. Kick-off viikon aikana opetusta. Virtuaaliyhteys on Hollantiin ja Tsekkeihin niillä, jotka eivät osallistu opintomatkaan. Opintomatkasta erilliset opintopisteet. Opintomatkat eivät ole pakollisia. Mahdollista saada stipendi matkakuluihin.

Exam schedules

No exam

Evaluation methods and criteria

Course evaluation comprises of several deliverables: research 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 design based on market analysis)
Virtual conferences

Learning materials

J. N. Kapferer: The new strategic brand management.
Additional literature:
Floor, K. 2006. Branding a Store. Amsterdam: BIS Publishers
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 133 hours altogether. Contact teaching and coaching about 75 hours, independent work 58 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 (Tuesdays and Thursdays from 2p.m. to 5p.m. ?). During week 7 (from Monday to Thursday) there is kick-off week in Leeuwarden.

Content scheduling

The course starts January 18th at 2.15p.m. It continues on the 4th period ending to a video conference April 12th. During the course there may be some breaks in contact teaching.
A detailed course timetable will be given on the first lesson.

Completion alternatives

Ei ole.

Practical training and working life cooperation

Tsekkiläinen asiakas.

International connections

This course is executed in cooperation with TAMK International Business, 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 market and brand analysis. According to analysis brand strategy is created to the client.

Further information

Toteutetaan yhteistyössä tsekkiläisen ja hollantilaisten korkeakoulujen kanssa. TAMKissa opintojaksolla sekä liiketalouden että international business -opiskelijoita. Opetuskieli on englanti.

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. Student recognizes, is able to determine and use the concepts and models of branding. Student`s skills working in the international team needs to be further developed.

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 well and is able to conduct reasoned analysis. Student knows how to act in the international team.

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 in an excellent manner. Student is able to conduct fluent and reasoned analysis and has good capabilities to apply the learning. Student is valuable member of the international team.