Level/category

Professional studies

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

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

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