Strategic Brand Management - Opinto-opas

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

No prerequisites.

- 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

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.

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.

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.

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.

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

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.

Materials in Moodle and materials acquired by the students + team work and lectures in Greenwich University marketing departments (Masters) international week

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).

Pasila Campus

English

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

17.01.2022 - 20.05.2022

03.01.2022 - 14.01.2022

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

VIRTUAL
MACOME
EXCH

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

Mirka Sunimento

15 - 40

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

0.00 cr

5.00 cr

H-5