Brand management
| Structure Type: | Course |
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| Code: | KD07BMMA161 |
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| Type: | Elective |
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| Level: | Bachelor |
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| Credits: | 3.0 points |
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| Responsible Teacher: | Anttila, Terhi |
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| Teacher Team: | Anttila, Terhi |
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| Language of Instruction: | Finnish |
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Learning Outcomes
Students can explain the meaning of brand management when determining and attaining a market position. Students will be competent in analysing, planning, building, developing, and managing brands. Students will also be competent in recognizing and applying methods for constructing and developing brands in innovative and creative ways.
Student's Workload
- Lectures and presentations 27 h
- Group work 26 h
- Independent work (learning diary) 27 h
Prerequisites / Recommended Optional Courses
Basics of business competence
Contents
- Defining a brand
- Personality of brands
- Core promise and values
- Meaning of brands to consumers and companies
- Constructing a brand and the obstacles of brand creation
- Managing the lifespan of a brand
- Measuring the performance of a brand
Recommended or Required Reading
- Aaker D. 2002. Building Strong Brands
- Laakso H. 2003. Brandit kilpailuetuna. Miten rakennan ja kehitän tuotemerkkiä
- Malmelin M. & Hakala J. 2007. Radikaali brändi
- Other material announced by the lecturer
Mode of Delivery / Planned Learning Activities and Teaching Methods
- lectures and presentations
- group work
- independent work (learning diary)
Assessment Criteria
Excellent (5): The student has carried out work to an excellent standard and participated actively and constructively. Students can explain the meaning of brand management when determining and attaining a market position. Students will be competent in analysing, planning, building, developing, and managing brands. Students will also be competent in recognizing and applying methods for constructing and developing brands in innovative and creative ways.
Good (4-3): The student has carried out work well and participated actively. Students can explain the meaning of brand management when determining and attaining a market position. Students will be competent in analysing, planning and building brands. Students will also be competent in recognizing and applying methods for constructing and developing brands.
Satisfactory (2-1): The student has carried out work and participated as instructed. Students can explain the meaning of brand management when determining and attaining a market position. Students will be competent in planning and building brands. Students will also be competent in recognizing methods for constructing and developing brands.
Assessment Methods
- group work 50 %
- independent work (learning diary) 50%
- student must pass both parts to receive a grade for the course
Work Placement
Work placement is not included in the course.
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