Study Guide

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. & Mäkinen, M. (2016). Bulkista brändiksi. Käsikirja kasvuun ja kannattavuuteen.
-Ruokolainen, P. (2020). Brändikäsikirja: näin teet yritysbrändistä vetovoimaisen.
-Vahtola, M. (2020). Intohimona brändit. Kolme vuosikymmentä brändien parissa.
-Aaker, D. (2002). Building Strong Brands.
-Laakso, H. (2004). Brandit kilpailuetuna. Miten rakennan ja kehitän tuotemerkkiä.
-Kurvinen, J., Laine, T. & Tolvanen, V. (2017). Henkilöbrändi. Asiantuntijasta vaikuttajaksi.
-Huhta, M. & Myllyntaus, V. (2021). Työantajabrändi ja työntekijäkokemus. Erityisesti luku 5, työantajabrändi & alaluku 6.4.Työntekijöiden ja brändin aktivointi
-Moodlesta löytyvä materiaali (PP-esitykset, artikkeleita, podcasteja, tutkimusraportteja)

Teaching methods

- Virtual teaching
- Independent work (learning assignments)
- Common feedback

Student workload

Total workload: 80 h
-Familiarization with the course material
-Learning assignments

Content scheduling

- Defining a brand
- Personality of brands
- Core promise and values
- 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