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

January-April 2020.

Three hours per week are scheduled, partly for webinars (approximately every 2-3 weeks), workshops and tests, and partly for group work. In the course, the task of one workshop is to make a video of the user experience supporting the product brand. A more detailed schedule will be given at the first appointment.

Exam schedules

The course has several smaller individual tests as well as group work assignments, which are presented in several different stages. More detailed schedule for the first time.

Evaluation methods and criteria

Course evaluation comprises of several deliverables: workshops, brand audit report, a brand-plan and a presentation - all of which are teamwork, and of active participation & communciation in a team.
There are also several individual tasks.

A detailed evaluation principles will be given in the beginning of the course.

Assessment scale

0-5

Teaching methods

Team work: brand analysis + short research, ideation and design assignments; workshops, mentoring sessions, reporting and presentations in a webinar.

Individual work: preparation of a work plan, independent information search, preparation for a teacher's remote meeting with the given materials, tests, learning diary, self- and peer evaluation.

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

Team work 3 cr (80 hours)
- brand analysis, research and design task (design, implementation, presentation, peer review, chairmanship)
- workshops and preparation for them
- steering meetings

Individual work 2 cr (50 hours)
- work plan
- learning diary (where applicable)
- self-assessment and peer review
- preparation for teacher introductions and tests

Content scheduling

A detailed course timetable will be given on the first lesson.

Completion alternatives

Ei ole.

Practical training and working life cooperation

The course's brand analysis, research and design and workshop assignments can also be prepared for a self-acquired assignment. Company visit / guest.

International connections

Potential international students, participation in the unit's international week and English-language international material.

Further information

The language is English if international students are involved.

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.