Strategic Branding - MAR001AS2AE - Opinto-opas

Strategic Branding, 5 cr - MAR001AS2AE

Upcoming implementations

Strategic Branding MAR001AS2AE-3015 01.08.2025-31.12.2025 5 op (CONTACT, ...) +-
Teaching methods and instruction

Individual + team assignments + exam.

Learning material and recommended literature

Beverland, M. 2018. Brand Management: Co-creating Meaningful Brands. Sage. London.

Hollensen, S. 2020. Global Marketing. Pearson. Harlow, UK.

Keller, K. & Swaminathan, V. 2020. Strategic Brand Management: Building, Measuring and Managing Brand Equity. Pearson. Harlow, UK.

Lecture materials, articles, cases, video clips, etc.

Working life connections

Strong connection to the business strategy.

Campus

Mondragon

Exam dates and re-exam possibilities

You will find the schedule of the course in Moodle.

Teaching language

English

Internationality

Strong international connection.

Timing

01.08.2025 - 31.12.2025

Learning assignments

Individual + team assignments.

Content scheduling

Autumn 2025
Detailed course schedule can be found in Moodle.
Groups
- CONTACT
- INTBBA23SMON
Alternative learning methods

Ask your councelor.

Teachers

Diego Hernández Campos, Mia Roos

Seats

5 - 25

Further information

Credits max. 100 from all assignments.

Degree Programme

INTBBA International Business

R&D proportion

0.00 cr

Virtual proportion

0.00 cr

Evaluation scale

H-5
Strategic Branding MAR001AS2AE-3016 20.10.2025-12.12.2025 5 op (CONTACT, ...) +-
Teaching methods and instruction

Contact course. Pasila Campus. Active participation is recommended.

Learning material and recommended literature

Brand theory of Aaker and Keller. Course material in Moodle.
More in detail in Moodle.

Working life connections

Strong connection to the business strategy.

Campus

Pasila Campus

Exam dates and re-exam possibilities

Exam at the end of the course. Date will be found in Moodle.

Teaching language

English

Internationality

Part of international studies concentrating on brand strategy.

Timing

20.10.2025 - 12.12.2025

Learning assignments

Individual and teamwork applied.

Enrollment

02.06.2025 - 17.10.2025

Content scheduling

20.10-12.12.2025
Groups
- CONTACT
- IBE4PAMAR
- EXCH
Alternative learning methods

Demonstration.

Teachers

Anna Vähäsalo

Seats

15 - 50

Further information

Credits by assingments + exam.

Degree Programme

INTBBA International Business

R&D proportion

0.00 cr

Virtual proportion

0.00 cr

Evaluation scale

H-5
Strategic Branding MAR001AS2AE-3012 20.10.2025-12.12.2025 5 op (CONTACT, ...) +-
Teaching methods and instruction

Contact course. Pasila Campus. Active participation is recommended.

Learning material and recommended literature

Brand theory of Aaker and Keller. Course material in Moodle.
More in detail in Moodle.

Working life connections

Strong connection to the business strategy.

Campus

Pasila Campus

Exam dates and re-exam possibilities

Exam at the end of the course. Date will be found in Moodle.

Teaching language

English

Internationality

Part of international studies concentrating on brand strategy.

Timing

20.10.2025 - 12.12.2025

Learning assignments

Individual and teamwork applied.

Enrollment

02.06.2025 - 17.10.2025

Content scheduling

20.10-12.12.2025
Groups
- CONTACT
- IBE4PAMAR
- EXCH
Alternative learning methods

Demonstration.

Teachers

Mia Roos

Seats

15 - 50

Further information

Credits by assingments + exam.

Degree Programme

INTBBA International Business

R&D proportion

0.00 cr

Virtual proportion

0.00 cr

Evaluation scale

H-5
Strategic Branding MAR001AS2AE-3013 23.03.2026-15.05.2026 5 op (EVENING, ...) +-
Campus

Pasila Campus

Teaching language

English

Timing

23.03.2026 - 15.05.2026
Groups
- EVENING
- IBEB4PAMAR
- CONTACT
- EXCH
Teachers

Veera Nguyen

Seats

15 - 50

Degree Programme

INTBBA International Business

R&D proportion

0.00 cr

Virtual proportion

0.00 cr

Evaluation scale

H-5
Strategic Branding MAR001AS2AE-3014 23.03.2026-15.05.2026 5 op (IBE4PAMAR, ...) +-
Teaching language

English

Timing

23.03.2026 - 15.05.2026
Groups
- IBE4PAMAR
- DBE4PCDBI
- ONLINE
- EXCH
Teachers

Anna Vähäsalo

Seats

15 - 60

Degree Programme

INTBBA International Business

R&D proportion

0.00 cr

Virtual proportion

5.00 cr

Evaluation scale

H-5
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Current implementations

No ongoing implementations yet.

Past implementations

Strategic Branding MAR001AS2AE-3011 24.03.2025-16.05.2025 5 op (IBE4PAMAR, ...) +-
Teaching language

English

Timing

24.03.2025 - 16.05.2025

Enrollment

02.01.2025 - 21.03.2025
Groups
- IBE4PAMAR
- DBE4PCDBI
- ONLINE
- EXCH
Teachers

Leena Korttilalli

Seats

15 - 60

Degree Programme

INTBBA International Business

R&D proportion

0.00 cr

Virtual proportion

0.00 cr

Evaluation scale

H-5
Strategic Branding MAR001AS2AE-3009 24.03.2025-16.05.2025 5 op (EVENING, ...) +-
Campus

Pasila Campus

Teaching language

English

Timing

24.03.2025 - 16.05.2025

Enrollment

02.01.2025 - 21.03.2025
Groups
- EVENING
- IBEB4PAMAR
- CONTACT
- EXCH
Teachers

Veera Nguyen, Yi Xue

Seats

15 - 50

Degree Programme

INTBBA International Business

R&D proportion

0.00 cr

Virtual proportion

0.00 cr

Evaluation scale

H-5
Strategic Branding MAR001AS2AE-3008 21.10.2024-13.12.2024 5 op (CONTACT, ...) +-
Campus

Pasila Campus

Teaching language

English

Timing

21.10.2024 - 13.12.2024

Enrollment

03.06.2024 - 18.10.2024
Groups
- CONTACT
- IBE4PAMAR
- EXCH
Teachers

Kevin Gore, Mia Roos

Seats

15 - 45

Degree Programme

INTBBA International Business

R&D proportion

0.00 cr

Virtual proportion

0.00 cr

Evaluation scale

H-5
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After completing the course, the student:
- can explain the key concepts of brand building.
- can justify the importance of a sustainable brand and marketing strategy for business, marketing and management.
- is able to identify the elements of and build a brand and marketing strategy, taking into account ethics, sustainability and responsibility.
- is able to apply theories of branding and marketing communications in practice in a digital environment.
- is able to analyze brands and use this knowledge to develop brand marketing.

- Brand Strategy: Customer-based Brand Equity as the Basis of Business, Brand Storytelling, Brand Identity and Positioning, Brand Value Chain

- Planning and Implementation of a Sustainable Brand Strategy

- Developing a Uniform Brand Experience in Various Channels, Integrated Marketing Communication

- CONTACT, BLENDED, ONLINE

Demonstration (RPL): If you already have command of the course contents, you can demonstrate your competence. Ask the course teacher for more information. For more information on Recognition of Prior Learning: https://www.haaga-helia.fi/en/recognition-learning

Beverland, M. 2018. Brand Management: Co-creating Meaningful Brands. Sage. London.

Hollensen, S. 2020. Global Marketing. Pearson. Harlow, UK.

Keller, K. & Swaminathan, V. 2020. Strategic Brand Management: Building, Measuring and Managing Brand Equity. Pearson. Harlow, UK.

Lecture materials, articles, cases, video clips, etc.

This course will provide you with a foundational understanding of branding and its importance for business. With the aid of theory and case examples, you will learn how a brand is built nowadays for the modern consumer. Additionally, you will learn the tools to create a brand strategy and how to implement it. These competencies give you a solid basis on which to build for more advanced marketing studies, in which you can apply branding methods to add value to the customer.

Starting level: Customer Insights and Marketing as well as Customer Experience and Sales should be completed beforehand. This course is part of the Marketing and Communication specialization learning path for the Bachelor's Degree in Business.

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.

Assessment Criteria - Grade 1
The student can explain the basic concepts related to brand and marketing strategy. S/he is able to name some of the goals of a brand strategy and understands the role of marketing as a competitive asset.

Assessment Criteria - Grade 3
The student is able to describe the key concepts and processes of brand and marketing strategy. S/he understands their role in the organization and the connection to business goals. The student is able to apply theory in practice and design brand marketing solutions that take ethics, sustainability and responsibility into account.

Assessment Criteria - Grade 5
The student masters the concepts and processes of brand and marketing strategy. S/he is able to evaluate and apply theory and various frameworks to achieve business goals. The student is able to build a brand and marketing strategy and use it to add value to the customer, taking into account ethics, sustainability and responsibility. S/he is able to analyze brands and evaluate the implementation of a customer-driven brand strategy in marketing. The student can communicate their solutions professionally.