By the end of this course, participants will be able to:
• Define and explain the key concepts and principles of brand development, such as brand identity, brand positioning, brand image, brand equity, etc.
• Analyse and evaluate the brand of a service company, using relevant tools and frameworks, such as audit brandsphere.
• Develop a theoretical process model of brand experience development
• Identify and apply the elements and techniques of transmedia storytelling and sensory branding to create and enhance the brand experience of a service company.
• Develop a brand experience development programme for a service company.
• Plan a brand experience measurement system, using appropriate methods and metrics, such as brand experience scale.

The course has no prerequisites.

• Fundamentals of brands and branding
• Brand management concepts and frameworks
• Distinctive features of service brand development
• Service brand development
• Strategic service brand experience management
• Brand experience and multi-sensory service brands
• Storification of a service brand experience
• Transmedia storytelling for service brand experience
• The future of service brand experience

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 knows the key concepts related to brand development and management. Can apply brand knowledge to practical business contexts and investigate the brand of a service company and the process of building and maintaining a brand. Can recognise transmedia storytelling and sensory branding and partially employ that knowledge to service brands.

In addition to the skills and competencies mentioned for grade 1, the student can apply the key concepts related to brand development and management. Can incorporate brand experience into service brands. Can measure brand experience Can judge sensory branding and brand experience. Can storify a service brand, employ the storification process to service brands and use transmedia storytelling to service brands.

In addition to the skills and competencies mentioned for grades 1 and 3, the student can judge the special features of creating and maintaining service brands. Can develop and lead a service brand experience development programme.

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