Brand Management (3cr)

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
- Storytelling
- 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

The study is conducted online in the Moodle learning environment. The study is carried out independently during the implementation period. The study does not include joint meetings or pair or group work.

The student familiarizes themselves with the theoretical material, completes online assignments according to the given instructions. The study requires independent work and scheduling.

Student workload

The workload of the study is designed so that one credit corresponds to an average of 27 hours of student work to achieve the learning objectives. The actual time required varies individually, e.g., due to prior knowledge.

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.