•   Strategic Brand Management COM4HM101-3005 17.01.2022-20.05.2022  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 .22 at 17.40-20.00 is highly recommended.

    On 28.2-6.3.22 students have an opportunity to take part in Greenwich University marketing Master Program's international week. See insights on co-operation from last year here:

    https://esignals.fi/en/category-en/education/insightful-international-week/#cc63c59e

    Course Moodle will open latest on 15.01.2022.

    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 + team work and lectures in Greenwich University marketing departments (Masters) international week

    Working life connections

    Guest Lectures by business representatives 28.2-6.3.22 as part of Greenwich University marketing departments (Masters) international week (last year for example Nike and Finnair).

    Campus

    Pasila Campus

    Teaching language

    English

    Internationality

    Greenwich University Marketing departments' (Masters) international week 28.2-6.3.22 .

    Timing

    17.01.2022 - 20.05.2022

    Enrollment

    03.01.2022 - 14.01.2022

    Content scheduling

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

    17.1-28.2.2022 Phase A Concepts
    Mo 17.1 at 17.40-20.00 Zoom: Course Kick Off session

    Fr 28.1 DL for Assignment 1 DL: orientation and introduction (Flipgrid)
    Fr 25.2 DL for Assignment 2: Exam (Moodle)

    28.2-06.03.2022 Greenwich University International Week for Marketing Master Students

    Main deliverables will be the team project + individual reflection from the week. In addition, there will be guest lecturers from international speakers and other (also fun!) activities that students can attend during the week. The detailed schedule and agenda will be confirmed later.

    If students choose to attend the International week and do the assignments those activities compensate for the assignment 5 (development plan).

    28.2.-4.4.2022 Phase B: Application
    Mo 28.2 at 17.40-20.30 Zoom: Introduction to the phase B

    Fri 11.3 DL for Assignment 3: choosing own focus area (Moodle), 0 points
    Fr 1.4 DL for Assignment 4: Current state analysis (Moodle), max 30 points

    Phase C: Development 5.4.-21.5.2022
    Mo 4.4 at 17.40-20.00 Zoom: Introduction to the phase C

    Fr 20.5 DL FOR Assignment 5: Development Plan (Moodle), max 25 points (Not needed by those who complete the team project + reflection of of the International Week)
    Fr 20.5 DL FOR Assignment 6: Evaluations of own learning + course feedback

    Groups
    • VIRTUAL
    • MACOME
    • EXCH
    Alternative learning methods

    Process for recognition of prior learning (RPL) will be shared in the course Kick Off.

    Teachers

    Mirka Sunimento

    Seats

    15 - 40

    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