•   Strategic Brand Management COM4HM101-3006 16.01.2023-19.05.2023  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
    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
    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 .23 at 17.40-20.00 is highly recommended.

    Course Moodle will open latest on 15.01.2023.

    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 + guest lectures

    Working life connections

    Guest Lectures on 28.02 and 18.04

    Campus

    Pasila Campus

    Teaching language

    English

    Internationality

    International materials and students

    Timing

    16.01.2023 - 19.05.2023

    Learning assignments

    Assignment A 1: Introduction 5 p Assignment A 2: Exam 25 p Assignment B: Current state analysis and development focus 40 p Assignment C: Development plan 30 p

    Enrollment

    02.01.2023 - 13.01.2023

    Content scheduling

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

    17.1-28.2.2023 Phase A Concepts
    Tu 17.1 at 17.40-20.00 Zoom: Course Kick Off session

    28.2.-16.4.2023 Phase B: Application
    Tu 28.2 at 17.40-20.30 Zoom: Introduction to the phase B

    17.04.-19.5.2023 Phase C: Development
    Tu 18.4 at 17.40-20.00 Zoom: Introduction to the phase C

    Groups
    • VIRTUAL
    • MACOME
    • EXCH
    • MAAVBUM
    • MASTROME
    Alternative learning methods

    Detailed instructions and pre-requisites for RPL process will be shared in the course kick off.

    As a principle, if students have acquired the required competence in previous work tasks, recreational activities or on another course, they can present their competence via a demonstration. The normal course evaluation criteria will be applied. The demonstrations and evidence supporting demonstration and RPL process has to enable evaluation on a scale from 0 to 5.

    The demonstration must be agreed with the course teacher. More information and instructions for recognizing and validating prior learning (RPL) are available at
    https://www.haaga-helia.fi/en/recognition-learning Look at "Instructions to students (master)"

    Teachers

    Mirka Sunimento

    Seats

    31 - 80

    Degree Programme

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

    R&D proportion

    0.00 cr

    Virtual proportion

    5.00 cr

    Evaluation scale

    H-5