Strategic Brand Positioning and Market Leadership (5cr)

Intro

Effective brand positioning is essential for organizations seeking to differentiate themselves in competitive markets and establish long-term success. This course explores the principles of strategic brand positioning and market leadership, focusing on how organizations build, manage, and communicate their brand identity to create value for stakeholders. Through theoretical foundations and applied learning, students will gain insights into branding strategies, customer-based brand equity, and brand communication in a globalized and digitalized marketplace.

The course examines the role of brand management as a strategic tool for organizations, emphasizing responsible and meaningful brand communication. Students will explore various branding frameworks and the integration of brand strategy into overall business operations. A key focus will be on understanding how customer perception and brand value influence competitive positioning.

Learning objectives

The aim of this course is to develop students' ability to analyze, develop, and implement strategic brand positioning objectives that align with market trends and business objectives.

Upon completion of the course, students will:
• Understand the principles of brand management and strategic brand positioning.
• Apply branding theories and communication strategies in real-world business scenarios.
• Analyze customer-based brand equity and its role in competitive market positioning.
• Develop responsible and meaningful brand communication strategies.
• Evaluate the impact of brand strategy on internal and external stakeholders.

Contents

Key Themes
• Strategic brand positioning and competitive advantage
• Customer-based brand equity and brand value creation
• Responsible brand communication
• Brand strategy and integration into business planning
• Brand ethics and sustainability of brands

Implementation methods, demonstration and Work&Study

Evening Contact Blended

Learning materials

Learning materials are provided by the instructor and available in Moodle.

Lähtötaso ja sidonnaisuudet muihin opintojaksoihin

This course unit is part of the master's degree's curriculum. Completion of the course requires master's study entitlement.

Assessment criteria - grade 1

When the implementation type of the course is CONTACT, ONLINE or BLENDED it is required that the student is present during those teaching hours that are marked in the study schedule. If you are absent more than 25 %, your grade will be lowered by one. If you are absent more than 50 %, the course is failed.

The student demonstrates satisfactory competence in relation to the course learning objectives. The student identifies some of the theories, perspectives and concepts presented in the course. The student weakly identifies their implications for practice.

Assessment criteria - grade 3

The student demonstrates good competence in relation to the course learning objectives. The student has good command of the theories, perspectives and concepts presented in the course. The student is able to analyze their implications for practice.

Assessment criteria - grade 5

The student demonstrates excellent competence in relation to the course learning objectives. The student profoundly masters theories, perspectives and concepts presented in the course. The student critically and thoroughly applies the concepts and theories learned in the course to analyze and create solutions for practical work situations.