Brand Experience Development (5 cr)

Evaluation scale

H-5

Schedule

day-1:
day-2:
day-3:

Implementation methods, demonstration and Work&Study

This course uses blended learning pedagogical approaches, such as flipped classroom, supported by three main learning forms: (1) online contact learning; (2) directed learning; and (3) self-directed Learning. A proportion of the course hours provide the opportunity for online learning contact between students and experts (the facilitators and industry partners). Six to eight interactive online contact learning sessions will be available to participants via interactive learning methods. The forms of directed learning used are individual and team learning activities. Self-directed learning is also an important part of this course and participants are encouraged to develop their ability to learn on their own and thus to take more responsibility for setting the objectives of their study work. This course uses Moodle as the course’s virtual learning environment and Zoom and Microsoft Teams platforms for online learning contact sessions.

In short, this course provides:
* 24 hours of online contact teaching/learning
* 110 hours of directed and self-directed learning
* 1 hour of the assessment of one’s own learning

Recognition of prior learning (RPL)
If students have acquired the required competencies in previous work tasks, recreational activities or on another course, they can show their competencies via a demonstration. The demonstration must be agreed with the course teacher. More information and instructions for recognising and validating prior learning (RPL) are available at https://www.haaga-helia.fi/en/recognition-learning. Look at "Instructions to students (master)"

Intro

A brand is not a logo. This course focuses on the theories and practices of building strong brands and meaningful brand experiences.
“I’m Lovin’ It”, “America Runs on Dunkin” and “Betcha Can’t Eat Just One”. It is “The Last Place You Want To Go”. In this course, “Have it your Way”, and “Challenge Everything”, “Because You’re Worth It”. Join the course and “See what we Mean”. “We deliver” and for us it is like “A Diamond is Forever” and therefore “There is no Substitute”. “Just Do It!” and experience each lesson as “The happiest place on Earth.”

Materials

The course will draw on a fair amount of both conceptual and empirical reading. It requires a high degree of personal study, and participants are expected to find relevant materials, read widely and think critically. A modest amount of reading prior to each day/session is to be expected. Below, participants can find several indicative publications, which serve as background to the course. Other resources relevant for this course will be available on the course’s Moodle page.

Aaker, D. A. & Joachimsthaler, E. 2009. Brand Leadership: Building Assets in an Information Economy. Free Press. London.

Aaker, D. A. 2010. Building Strong Brands. Simon & Schuster. London.

Coleman, D. 2018. Building Brand Experiences: A Practical Guide to Retaining Brand Relevance. Kogan Page. London.

de Chernatony, L. 2006. From Brand Vision to Brand Evaluation: The Strategic Process of Growing and Strengthening Brands. 2nd Edition. Butterworth-Heinemann. Oxford.

Elliott, R. & Percy, L. 2007. Strategic Brand Management. Oxford University Press. Oxford.

Hultén, B., Broweus, N. & van Dijk, M. 2009. Sensory Marketing. Palgrave Macmillan. Basingstoke.

Jenkins, H., Ford, S. & Green, J. 2013. Spreadable Media: Creating Value and Meaning in a Networked Culture. New York University Press. New York.

Jenkins, H., Ito, M. & Boyd, D. 2015. Participatory Culture in a Networked Era: A Conversation on Youth, Learning, Commerce, and Politics. Polity Press. Malden, MA.

Kalliomäki, A. 2014. Tarinallistaminen: Palvelukokemuksen Punainen Lanka. Talentum. Helsinki.

Kapferer, J.-N. 2008. The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term. Kogan Page. London.

Keller, K. 2007. Strategic Brand Management: Building, Measuring, and Managing Brand Equity. 3rd Edition. Pearson Education. Upper Saddle River.
Keller, K. L., Apéria, T. & Geor, M. 2008. Strategic Brand Management: A European Perspective. Pearson Education. Harlow.

Lindstrom, M. 2005. Brand Sense: How to Build Powerful Brands Through Touch, Taste, Smell, Sight and Sound. Free Press. New York.

Moilanen, T. & Rainisto, S. 2009. How to Brand Nations, Cities and Destinations: A Planning Book for Place Branding. Palgrave Macmillan. Basingstoke.

Newbery, P. & Farnham, K. 2013. Experience Design: A Framework for Integrating Brand, Experience, and Value. John Wiley & Sons. Hoboken.

Schmitt, B. H. & Rogers, D. L. 2008. Handbook on Brand and Experience Management. Edward Elgar Publishing. Cheltenham.

Teaching methods and instruction

This course uses blended learning pedagogical approaches, such as flipped classroom, supported by three main learning forms: (1) contact learning; (2) directed learning; and (3) self-directed Learning. A proportion of the course hours provide the opportunity for learning contact between students and experts (the facilitator and industry partners). Three interactive contact learning days are available to participants via interactive learning methods. The forms of directed learning used are individual and team learning activities. Self-directed learning is also an important part of this course and students are encouraged to develop their ability to learn on their own and thus to take more responsibility for setting the objectives of their study work. This course uses Moodle as the course’s virtual learning environment. In short, this course provides:
24 hours of contact teaching/learning
110 hours of directed and self-directed learning
1 hour of the assessment of one’s own learning

Working life connections

Students apply their learning within their current work environment.

Internationality

Depending on the implementation.

Completion alternatives

n/a

Learning assignments

10% Framework for building/developing a brand
60% Service brand experience development program
15% Viewpoint paper
15% Test

Assessment methods

The course is assessed on a scale of 1 to 5. The assessment criteria are presented for grades 1, 3 and 5.

Grade 1:
The student knows the key concepts related to brand development and management. Can apply brand knowledge to practical business contexts and investigate the brand of a service company and the process of building and maintaining a brand. Can recognise transmedia storytelling and sensory branding and partially employ that knowledge to service brands.

Grade 3:
In addition to the skills and competencies mentioned for grade 1, the student can apply the key concepts related to brand development and management. Can propose brand experience to service brands. Can measure brand experience Can judge sensory branding and brand experience. Can storify a service brand, employ the storification process to service brands and use transmedia storytelling to service brands.

Grade 5:
In addition to the skills and competencies mentioned for grades 1 and 3, the student can judge the special features of creating and maintaining service brands. Can develop and lead a service brand experience development programme.