Hospitality Brand DesignLaajuus (5 cr)

Learning objectives

Upon successful completion of the course, the student
• is familiar with the concept of branding
• understands the importance of differentiation via brand design
• is able to use the current tools of branding
• is able to evaluate brand work and its role in the success of any service company

Contents

• what hospitality branding is today?
• lessons learned from actual hotel and restaurant case studies.
• how brand creation differs from one-off and prototype brands.
• how to conduct research, move through the creative process and document your brand

Implementation methods, demonstration and Work&Study

This course includes six modules and under each module, there is a number of valuable and insightful video lessons. Students work independently and in a self-directed manner according to the course timetable. Each Module includes a quiz and/or assignment.

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 is familiar with the basics of brand design and management. Student identifies key concepts, processes and tools of branding. Student identifies opportunities for branding and areas for development in an organization.

Assessment criteria - grade 3

The student is able to design solutions that benefit business based in theories of branding. Student can utilize key concepts, processes and tools related to branding when justifying own choices to practical business needs. Student can evaluate and develop brand design and management processes and activities for the internal and/or external needs of an organization.

Assessment criteria - grade 5

In addition to the criteria above, the student can critically evaluate and develop concepts, processes and knowledge related to brand design and management. Student can integrate brand perspectives into the company’s business planning and management processes in different contexts. The student can develop new ways of working and justify own views successfully. Student is able to identify key stakeholders in terms of brand design and management and to justify strategic choices and prioritize activities in a stakeholder-driven manner. The student has professional project like approach to learning and stays on schedule.

Further information

Course materials are included into Online modules.