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Brand Management (3 cr)

Code: LT00CZ00-3001

General information


Enrollment
22.04.2024 - 27.08.2024
Registration for the implementation has ended.
Timing
07.10.2024 - 08.12.2024
Implementation has ended.
Number of ECTS credits allocated
3 cr
Local portion
0 cr
Virtual portion
3 cr
Mode of delivery
Distance learning
Unit
SeAMK Business Management and SME Business Management
Campus
SeAMK Seinäjoki, Frami
Teaching languages
Finnish
Seats
0 - 40
Degree programmes
Bachelor of Business Administration, SME Business Management
Teachers
Terhi Anttila
Course
LT00CZ00

Evaluation scale

1-5

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
- Personal 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

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.

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