Strategic Branding - Study guide

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.

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.

- 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

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.

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.

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

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

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

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

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

Pasila Campus

no exam

English

International studies.

25.03.2024 - 17.05.2024

Teamwork - delve into the brand and brand building of the example company. Individual - reflect the teamwork Individual - explain what the brand means to the company

02.01.2024 - 22.03.2024

25.03.2024 - 17.05.2024, Contact, see details in Moodle

LF5PMAR
CONTACT
IBE4PAMAR
EXCH

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

Mia Roos

15 - 50

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.

INTBBA International Business, GLOBBA Degree Programme in International Business

0.00 cr

H-5