•   Strategic Brand Management COM4HM101-3006 16.01.2023-19.05.2023  5   (VIRTUAL, ...) +-
    Learning objectives
    Upon successful completion of the course, the student is able to
    - Understand and describe brand management and its significance as a strategic tool in the global business environment
    - Apply theories of branding, communication and marketing to practical contexts
    - Recognise and address the interests of various stakeholder groups
    - Create and sustain networks of collaboration with internal and/or external partners
    - Apply problem identification, analysis and solving in real-life cases
    Starting level and linkage with other courses
    No prerequisites.
    Contents
    - Branding and brand management as a strategic tool in an organisation
    - Branding models and theories
    - Marketing and communication; key concepts and practical domains
    - Identification, prioritisation and management of internal and external stakeholders
    Assessment criteria
    Assessment criteria - grade 1
    The student is familiar with the basics of brand management and the various aspects of communication and marketing as strategic tools for business management. S/he identifies key concepts, processes and tools of branding, communication and marketing. S/he 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, communication and marketing. S/he can utilize key concepts, processes and tools related to branding, communication and marketing when justifying her/his own choices to practical business needs. S/he can evaluate and develop brand 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 management. S/he 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 his/her own views successfully. S/he is able to identify key stakeholders in terms of brand 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
    This course replaces following course(s) in the current curriculum:
    COM2LJ002 Planning and Leading Communications
    COM2LJ008 Stakeholder Communications
    COM4LJ006 Issue / Crisis Communication
    MGT4LG210 International marketing
    MGT4LG211 Leading by branding
    REG3RY010 Palvelubrändin hallinta
    Teaching methods and instruction

    It is possible to compete the course 100 % virtually but even in that case attendance to Course Kick Off on 17.01 .23 at 17.40-20.00 is highly recommended.

    Course Moodle will open latest on 15.01.2023.

    Questions about the course preferably by email but you can also contact teacher's by phone: number is +358 40 544 7397. If I don't answer the call, please leave a message so I can call you back.

    Learning material and recommended literature

    Materials in Moodle and materials acquired by the students + guest lectures

    Working life connections

    Guest Lectures on 28.02 and 18.04

    Campus

    Pasila Campus

    Teaching language

    English

    Internationality

    International materials and students

    Timing

    16.01.2023 - 19.05.2023

    Learning assignments

    Assignment A 1: Introduction 5 p Assignment A 2: Exam 25 p Assignment B: Current state analysis and development focus 40 p Assignment C: Development plan 30 p

    Enrollment

    02.01.2023 - 13.01.2023

    Content scheduling

    See https://lukkarit.haaga-helia.fi/# - also Zoom links are there

    17.1-28.2.2023 Phase A Concepts
    Tu 17.1 at 17.40-20.00 Zoom: Course Kick Off session

    28.2.-16.4.2023 Phase B: Application
    Tu 28.2 at 17.40-20.30 Zoom: Introduction to the phase B

    17.04.-19.5.2023 Phase C: Development
    Tu 18.4 at 17.40-20.00 Zoom: Introduction to the phase C

    Groups
    • VIRTUAL
    • MACOME
    • EXCH
    • MAAVBUM
    • MASTROME
    Alternative learning methods

    Detailed instructions and pre-requisites for RPL process will be shared in the course kick off.

    As a principle, if students have acquired the required competence in previous work tasks, recreational activities or on another course, they can present their competence via a demonstration. The normal course evaluation criteria will be applied. The demonstrations and evidence supporting demonstration and RPL process has to enable evaluation on a scale from 0 to 5.

    The demonstration must be agreed with the course teacher. More information and instructions for recognizing and validating prior learning (RPL) are available at
    https://www.haaga-helia.fi/en/recognition-learning Look at "Instructions to students (master)"

    Teachers

    Mirka Sunimento

    Seats

    31 - 80

    Degree Programme

    ATBUM Degree Programme in Aviation and Tourism Business, LEBUM Degree Programme in Leading Business Transformation

    Virtual proportion

    5 cr

    Evaluation scale

    H-5