BrandingLaajuus (10 cr)

Contents

Key concepts of branding
Branding in the digital age
Branding in B2B market
Branding as a strategic tool

Starting level and linkage with other courses

The student has passed most of the compulsory courses.

Implementation methods, demonstration and Work&Study

Contact lessons and workshops
Individual assignments
Group work
Independent studies
Guest lectures and company visits
The assessment of one’s own learning 1 h

If a student has passed a similar course or has proven working experience from branding activities in an organization, the student can pass the course by providing a demonstration of the gained competence.

Assessment criteria - grade 1

The student has gained some understanding of brand management and has been able to give some advice how the brand image of a commissioner could be enhanced. The student has contributed to the knowledge created in class only in a limited way.

Assessment criteria - grade 3

The student has gained a good understanding of brand management and has been able to give good advice on how the brand image of a commissioner could be enhanced. The student has contributed to the knowledge created in class actively.

Assessment criteria - grade 5

The student has gained an excellent understanding of brand management and has been able to prepare a concrete plan for how the brand of a commissioner could be enhanced. The student has contributed to the knowledge created in class only in an outstanding way.

Assessment criteria, approved/failed

Active participation in classes, group work and workshops (80 % attendance required).
Final report for assigned commissioner (60 %).
Individual assignments (30 %).
Self and peer assessment (10 %)

Learning materials

Aaker, D. and Joachimsthaler, E. 2002. Brand Leadership. New York: The Free Press.
Gad, T. 2001. 4-D Branding. Cracking the corporate code of the network economy. London: Financial Times. Prentice Hall.
Keller, K. L. 2008. Strategic Brand Management: a European perspective. Upper Saddle River, New Jersey: Prentice Hall, Inc.
Knapp, D. 2000. The Brand Mindset. New York: McGraw-Hill.
Kunde, J. 2000. Corporate Religion: building a strong company through personality and corporate soul. London: Prentice Hall.
Kim, W. Chan & Mauborgne, Renée (2005): Blue ocean strategy: how to create uncontested market space and make the competition irrelevant. Boston, Harvard Business School Press.

Saunders, M; P.Lewis and A.Thornhill (2007) “Research Methods for Business
Students. Fourth Edition. Prentice Hall

More literature will be specified in implementation plan.