Brand Management (3 cr)
Code: LT00BT74-3001
General information
Enrollment
01.05.2021 - 24.09.2021
Timing
02.10.2021 - 12.12.2021
Credits
3 op
Virtual proportion (cr)
3 op
Teaching languages
- Finnish
Degree programmes
- Bachelor of Business Administration, SME Business Management
Teachers
- Terhi Anttila
Student groups
-
MPK19
Objective
The student can explain the meaning of brand management when determining and attaining a market position. The student is able to identify the ways of building a brand. The student is able to apply brand-building tools. The student is able to analyze, design, build, develop and manage brands.
Content
- Defining a brand
- Personality of brands
- Core promise and values
-Trademarks
- Meaning of brands to consumers and organizations
- Building a brand
- Measuring the performance of a brand
- Managing the life cycle of a brand
Materials
-Ahto, O., Kahri, A., Kahri, T. ja Mäkinen, M. (2016). Bulkista brändiksi. Käsikirja kasvuun ja kannattavuuteen.
-Sounio, Lisa (2010). Brändikäs
-Malmelin, M. ja Hakala, J. (2007). Radikaali brändi
-Laakso, H. (2003). Brandit kilpailuetuna. Miten rakennan ja kehitän tuotemerkkiä
-Aaker, D. (2002). Building Strong Brands
-Learning material and articles on the Moodle site
Teaching methods
- lLecture videos
- Independent work (learning assignments)
- Feedback and guidance
Student workload
Total workload: 80 h
-Lecture videos
-Independent work (learning assignments)
Content scheduling
- Defining a brand
- Personality of brands
- Core promise and values
-Trademarks
- Meaning of brands to consumers and organizations
- Building a brand
- Measuring the performance of a brand
- Managing the life cycle of a brand
Evaluation scale
1-5
Assessment criteria, satisfactory (1)
The student has carried out work and participated as instructed. The student can explain the meaning of brand management when determining and attaining a market position. The student is able to identify the ways of building a brand. The student is able to apply brand-building tools on a basic level.
Assessment criteria, good (3)
The student has carried out work well. The student can explain the meaning of brand management when determining and attaining a market position. The student is able to identify the ways of building a brand. The student is able to apply brand-building tools well. The student is able to analyze, design and build brands well.
Assessment criteria, excellent (5)
The student has carried out work to an excellent standard. The student can explain the meaning of brand management when determining and attaining a market position. The student is able to identify the ways of building a brand. The student is able to apply brand-building tools in an excellent way. The student is able to analyze, design, build, develop and manage brands.
Assessment methods and criteria
Learning assignments