Brand Management (3cr)

Evaluation scale

1-5

Content scheduling

-Brändin määrittely
-Brändin tavoitemielikuva, persoonallisuus, ydinlupaus ja arvot
-Tavaramerkki
-Brändien merkitys kuluttajille ja yrityksille
-Brändin rakentaminen
-Brändin rakentamisen esteet
-Brändin elinkaaren hallinta

Objective

The student can explain the meaning of brand management when determining and attaining a market position. The student will be competent in analysing, planning, building, developing, and managing brands. The student will also be competent in recognizing and applying methods for constructing and developing brands in innovative and creative ways.

Content

- Defining a brand
- Personality of brands
- Trademarks
- Core promise and values
- Meaning of brands to consumers and companies
- Constructing a brand and the obstacles of brand creation
- Managing the lifespan of a brand
- Measuring the performance of a brand

Location and time

Syyslukukausi 2017

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
-Opintojakson moodle-sivustolla oleva materiaali (luentokalvot ja artikkelit)

Teaching methods

-Luennot
-Itsenäinen työskentely (oppimistehtävät ja casetyöskentely)

Employer connections

none

Exam schedules

Ei ole tenttiä

International connections

Ei ole

Completion alternatives

Ei ole

Student workload

Työmäärä yhteensä 80 h:
- Kontaktitunnit 15h
- Itsenäinen työskentely 65h

Assessment criteria, satisfactory (1)

The student has carried out work and participated as instructed. Students can explain the meaning of brand management when determining and attaining a market position. Students will be competent in planning and building brands. Students will also be competent in recognizing methods for constructing and developing brands.

Assessment criteria, good (3)

The student has carried out work well and participated actively. Students can explain the meaning of brand management when determining and attaining a market position. Students will be competent in analysing, planning and building brands. Students will also be competent in recognizing and applying methods for constructing and developing brands.

Assessment criteria, excellent (5)

The student has carried out work to an excellent standard and participated actively and constructively. Students can explain the meaning of brand management when determining and attaining a market position. Students will be competent in analysing, planning, building, developing, and managing brands. Students will also be competent in recognizing and applying methods for constructing and developing brands in innovative and creative ways.

Further information

terhi.anttila@seamk.fi