Brand Experience Development (5 cr)

Evaluation scale

H-5

Schedule

* Session 0, Tue 24.10.2023
* Session 1, Tue 31.10.2023
* Session 2, Tue, 7.11.2023
* Session 3, Tue, 14.11.2023
* Session 4, Tue 21.11.2023
* Session 5, Tue 28.11.2023
* Session 6, Tue 5.12.2023
* Session 7 Tue 12.12.2013

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

This 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 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. London: Free Press.

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

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

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

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

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

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

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

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

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. Upper Saddle River: Pearson Education.

Keller, K. L., Apéria, T. & Geor, M. (2008). Strategic Brand Management: A European Perspective. Harlow: Pearson Education.

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

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

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

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

Teaching methods and instruction

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

Working life connections

In this course, participants will learn how to apply brand development theories and models/frameworks to 'real-world' situations. They will have the option to work on their own organisation or an organisation of their choice.

Exam dates and re-exam possibilities

The course's Moodle-based test will take place online during session 5.

Internationality

In this course, it is ensured that the learning activities include a global/international perspective. The Facilitators infuse international elements into the learning content and international resources are used in the course readings. The facilitators also use instructional methods appropriate to a culturally diverse audience.

Completion alternatives

Participants who have already developed the necessary competences through prior work experience or other courses can demonstrate their proficiency, and thus progress faster through their studies. Information and instructions for recognising and validating prior learning (RPL) are available at https://www.haaga-helia.fi/en/recognition-learning

Learning assignments

The course offers three learning activities to participants, as follows:
* 15% Individual pre-assignment
* 15% Individual online written test
* 70% Individual/pairs written project

Assessment methods

Assessment criteria - grade 1
The participant 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.

Assessment criteria - 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 incorporate brand experience into 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.

Assessment criteria - 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.