You understand and can describe branding as a strategic tool for business management, leadership and marketing. You know the value of brand management in local and global markets. You know the role and content of marketing communications in international business. You can apply branding and marketing communications theories to practical contexts. You can use research findings to develop branding and marketing communications.

Prerequisite: MAR1LF101 Basics of Marketing or equivalent competence. IBU3LF101 Specialisation Project is recommended to be studied at the same time.

• Brand management theory and models
• Brand engagement through storytelling and social media
• Brand architecture and brand strategy
• Qualitative brand research and brand management guidelines
• Integrated marketing communication
• Context analysis and communication research
• Communication planning process
• Communication objectives and measurement
• Target group decisions in B2B and B2C communication
• Media decisions
• Marketing communication in social media
• Message and creative decisions

Knowledge:
You know the key concepts within the course’s scope, but are yet to develop the general view and the big picture of the subject matter.
Skills:
You can complete given tasks and assignments with assistance.
You need to develop how to apply knowledge.
Competence:
You demonstrate some ability to perform skills and have basic knowledge, but you have difficulty to manage without assistance.

Knowledge:
You know the key concepts well and can explain how the theories and models function and the tools are used. You have a general view of the subject matter.
Skills:
You complete given tasks and assignments independently. You apply knowledge in hands-on business related situations. You can critique your own practice and identify ways to improve.
Competence:
You demonstrate sufficient ability to perform skills and have basic to good knowledge. You can perform independently, but you have some challenges in passing on your skills and knowledge to others. You have an interest in professional development.

Knowledge:
You have a strong command of the key and related concepts. You can critically evaluate theories, models and tools. You can demonstrate explicit knowledge of the subject matter, and how it relates to other disciplines.
Skills:
You apply knowledge in demanding business related situations. You can prioritize and critically select tools and methods for solving complex problems in the subject matter.
Competence:
You execute skills with natural proficiency and you have detailed and explicit knowledge. You can perform independently and you are also able and actively willing to help others develop and pass on your skills. You have an attitude of continuous professional development.