Strategic Brand Positioning and Market Leadership (5 cr)

Evaluation scale

H-5

Implementation methods, demonstration and Work&Study

Evening Contact Blended

Intro

Effective brand positioning is essential for organizations seeking to differentiate themselves in competitive markets and establish long-term success. This course explores the principles of strategic brand positioning and market leadership, focusing on how organizations build, manage, and communicate their brand identity to create value for stakeholders. Through theoretical foundations and applied learning, students will gain insights into branding strategies, customer-based brand equity, and brand communication in a globalized and digitalized marketplace.

The course examines the role of brand management as a strategic tool for organizations, emphasizing responsible and meaningful brand communication. Students will explore various branding frameworks and the integration of brand strategy into overall business operations. A key focus will be on understanding how customer perception and brand value influence competitive positioning.

Materials

Available in Moodle when the course begins.

Teaching methods and instruction

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.

The assignments in the course also teach the skills needed in Master's studies, such as information search, reading research articles and critical writing.

The course is recommended as an introduction to the Communication and Marketing Management studies.

NB. From autumn 2023 onwards, this course is implemented as contact classes within a 8-week period.

Working life connections

The learning assignments utilize the students' professional expertise and reflect the organizations' current challenges.

Completion alternatives

Recognition of prior learning following Haaga-Helia's instructions for Master education.
https://www.haaga-helia.fi/fi/osaamisen-tunnistaminen-ja-work-study

Learning assignments

Individual and group assingments, and an exam.

Assessment methods

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.