Brand Management (3cr)

Evaluation scale

1-5

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

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

Spring semester 2019

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

-Lectures
-Group work
-Independent work (learning assignments)

Exam schedules

Ei ole tenttiä

International connections

Ei ole

Completion alternatives

Ei ole

Student workload

Total workload: 80 h
-Lectures 22 h
-Group work 22 h
-Independent work 36 h

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