The course is included in these curricula and study modules
Level/category
Teaching language
English
Type of course
Compulsory
Cycle/level of course
Second
Recommended year of study
2
Total number of ECTS
5 cr
Competency aims
The aim of the course is...
Learning outcomes
The general learning outcome is that you should be able to develop and manage brands and effectively and successfully communicate what they offer. More specifically, having participated in this course you should:
Be able to identify and explain, in depth, a range of concepts and theories relating to brand management and marketing communications.
Course contents
Strong brands are among the company's most valuable assets, managing and developing them becomes of crucial importance for the long term profitability of a firm. Fundamentals of Brand Management introduces students to essential brand information, including common branding terms, the importance of brand value, the characteristics of a good brand name and brand mark, and the responsibilities a brand manager should fulfill. The course also details the role brand management plays in the strategic marketing process, the steps of the consumer adoption process, the different types of branding strategies, and the signs that can indicate a troubled branding strategy.
Semiotics and Qualitative studies tells us that consumers will have preconceived ideas about your brand based on their cultural surroundings, beliefs, attitudes and perceptions. What you believe your brand represents may differ to how it is received. It is therefore important to try to establish how your brand should be designed and developed to get exactly the right category positioning.
Prerequisites and co-requisites
A bachelor degree and at least three years work experience gained after completing the higher education degree
Recommended or required reading
Integrated Marketing Communication Strategy (pages 537-572)
Market Segmentation and Positioning (pages 215-260)
Basics of Branding (pages 2-33)
Marketing and the 7Ps (pages 2-9)
Study activities
- Lectures - 8 hours
- Excursions and demonstrations - 4 hours
- Practical exercises - 20 hours
- Small-group work - 20 hours
- Project- and production work/artistic activities - 20 hours
- Individual studies - 41 hours
- Internet-based studies - 20 hours
Workload
- Total workload of the course: 133 hours
- Of which autonomous studies: 133 hours
- Of which scheduled studies: 0 hours
Mode of Delivery
Multiform education
Assessment methods
- Exams (written-, oral-, home-)
- Essays, reports, productions and portfolio
Assessment requirements
Students must complete all elements of evaluation in order to receive a passing grade in the course. There will be no re-weighting of components within the course. Your mark in the course will be the mark that you earn based on your demonstrated understanding of the course content. Extra credit assignments are not available and tests and exams cannot be rewritten to obtain a higher mark. Once a student has written a test or examination she is committed to the mark earned.
Teacher
- Gopalkrishnan Asha
- Hernberg Mervi
- Nylund Mats
- Tolonen Liisa
- Willför Christel
Examiner
Willför Christel
Home page of the course
Group size
No limit
Assignments valid until
12 months after course has ended
The timetable of the course
Classes:
November 21-23
December 12-14
Assessment methods
- 2013-12-10 - Exams
- Date will be announced later - Reports and productions