Sustainable Brand and Marketing Communications (5cr)

Objectives (course unit)

The course provides the skills to build a brand in business. The course focuses on brand building from a sustainability perspective, integrated marketing communications and measuring impact in different channels.

On completion of the course, the student will
- knows what brand strategy and integrated marketing communication is
- understand the importance of responsible branding in business
- can build and develop a multi-channel brand
- understands the importance of marketing psychology principles in brand building
- knows how to measure the effectiveness of a brand

Content (course unit)

- Brand strategy
- Integrated marketing communication
- Accountability
- Effectiveness of marketing communications
- Psychology of marketing

Assessment criteria, satisfactory (1-2) (course unit)

Students understand the basics of brand building and the role of integrated marketing communications in business. Students will be able to define the importance of sustainability as part of business. They can identify ways to measure brand impact and understand the impact of marketing psychology in brand building.

Assessment criteria, good (3-4) (course unit)

Students will apply a strategic perspective to building a multi-channel brand and integrated marketing communications. Students will articulate the importance of brand impact and be able to select appropriate impact metrics. The student will be able to explain the marketing psychological and business implications and linkages of responsible branding.

Assessment criteria, excellent (5) (course unit)

Students will be able to recommend ways to build a multi-channel brand and integrated marketing communications from a strategic perspective. They will justify and evaluate the appropriate means of measuring brand effectiveness on a case-by-case basis. The student will be able to justify how a responsible brand supports business and how marketing psychology principles can be taken into account in different ways in building a responsible brand.

Location and time

1st and 2nd periods, Kauppi Campus

Exam schedules

Individual exam 10.11.2025 at 14.15.
Return of group assignment and pitching material 3.11. at 11.00. Pitching the results 3.11. at 14-17.

Assessment methods and criteria

Group work accounts for 60%, graded on a scale of 1-5. Peer review may increase or decrease the grade.
The individual exam is graded on a scale of 1-5 (40%).

Active participation in classes is required. Participation activity may increase or decrease the grade together with peer review.

Assessment scale

0-5

Teaching methods

Contact teaching with lectures and educational discussions
Project-like group assignment and pitching the project results
Collaborative learning
Group mentoring
Reference reading
Individual exam based on literature and lectures

Learning materials

Hubspot: An Introduction to  Marketing Psychology  with Insights from Phill Agnew

Isokangas, Antti & Vassinen, Riku. Viherpesutalous 2024. Näin markkinoit ja viestit vastuullisesti.  Helsinki: Alma Talent.

Saloranta, Susanna. 2018. Metrokartta brändiin. Turun ammattikorkeakoulu: Selko-hanke, Avoin osallisuus ja asiakkuus, 6. Aika. Juvenes Print – Suomen Yliopistopaino Oy, Tampere.

Other material available on Moodle.

Student workload

Individual work 2 ECTS (following lectures, preparing for the exam) 50 hours

Group assignment work 3 ECTS (working in a group and individual work required by the group work) 75 hours

Content scheduling

Preliminary plan

01.09.2025 14.00 - 17.00 Course info, responsible marketing
08.09.2025 14.00 - 17.00 Building a responsible brand
29.09.2025 14.00 - 17.00 Building a responsible brand
06.10.2025 14.00 - 17.00 Building a responsible brand and measuring brand effectiveness
20.10.2025 14.00 - 17.00 Marketing communication strategy and the importance of psychological principles
27.10.2025 14.00 - 17.00 Brand launch
03.11.2025 14.15 - 15.15 Individual exam
10.11.2025 14.00 - 17.00 Pitching the project results

Completion alternatives

Please contact the teacher before the course starts if you need individual arrangements.

You can apply for the credit transfer for competence - based on previously acquired competence or studies.
Applying for credit based on competence - also if previous studies or work experience replaces part of the course. Apply in the eAHOT system with an application that can be found in the PAKKI system. Send the application no later than a week before the first meeting of the course. The responsible teacher will indicate the method of demonstrating competence (display) and other additional information in his decision.

https://opiskelijanopas.tuni.fi/en/tamk/planning-studies-and-study-guidance/credit-transfer-studies-and-competence/credit-transfer-competence

Practical training and working life cooperation

A work-based group assignment that can be done for a real organization.

International connections

English learning materials and literature.

Further information

Repeats follow the retake procedure of the business administration degree programme (see Degree Regulations, Section 27). A failed learning assignment (report, essay, group work, presentation, etc.) can be retaken after the end of the course. Retakes must be agreed upon with the course teacher immediately after receiving the failed assessment or no later than 3 months after the end of the course (= the end date recorded in the implementation plan). If the course ends in May-June, the teacher must be contacted within 4 months. If the student does not contact the teacher within the given deadline or if the student does not return the assignment according to the deadline separately agreed with the teacher, the student must re-enroll in the course. If the course has clearly been left incomplete or the student is missing several learning assignments, the course must be retaken.