Brand Experience Development (5 cr)

Evaluation scale

H-5

Schedule

* Session 1: Tue 19.08.2025, 17.40-20.30
* Session 2: Tue 26.08.2025, 17.40-20.30
* Session 3: Tue 02.09.2025, 17.40-20.30
* Session 4: Tue 09.09.2025, 17.40-20.30
* Session 5: Tue 16.09.2025, 17.40-20.30
* Session 6: Tue 23.09.2025, 17.40-20.30
* Session 7: Tue 30.09.2025, 17.40-20.30
* Session 8: Tue 07.10.2025, 17.40-20.30

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 competences in previous work tasks, recreational activities or on another course, they can show their competences 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.
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* 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.
* de Chernatony, L. (2006). From Brand Vision to Brand Evaluation: The Strategic Process of Growing and Strengthening Brands. 2nd Edition. Oxford: Butterworth-Heinemann.
* Hultén, B., Broweus, N. & van Dijk, M. (2009). Sensory Marketing. Basingstoke: Palgrave Macmillan.
* 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.
* 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.
* 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 Microsoft Teams platform 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

N/A

Internationality

This course fosters the development of an international mindset by incorporating international elements and examples into the learning content. The facilitators use instructional methods that are appropriate for culturally diverse participants. The readings include international resources. The learning activities can also be done in Finnish, and they encourage participants to explore and reflect on ‘glocal’ issues and perspectives whilst contributing to intercultural competence.

Completion alternatives

* 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)"

Learning assignments

* 20% Pre-assignment
* 80% Post-assignment (project)

Assessment methods

* This course employs both formative and summative assessment methods.

The Haaga-Helia University of Applied Sciences grading scale is not a proportionate scale and does not therefore fully correspond to the ECTS grading scale. The difference is: the ECTS system is based on an expectancy of the distribution of different grades, the Finnish system is not. This means that in the Finnish system there is no rule or expectation as to how big a proportion of the participants in any given course can be given what grade; each student is graded on his/her/their individual performance, not in relation to the performance of others.