Brand ManagementLaajuus (5 cr)
Code: YHYYM310
Credits
5 op
Teaching language
- English
Responsible person
- Heidi Neuvonen, Business, Diploma in IBM
Objective
Branding is as important for culture and politics as it once was for market commodities. But what is it that makes brands and branding powerful? What explains the global diffusion of branding techniques? Or at an even more fundamental level, what is a brand? How do we go about building a brand? How do we go about managing a brand that already exists? What are the challenges that managers, marketing firms and consumers face when interacting with brands? How do different stakeholders created and maintain brands in dynamic environments? These are some of the questions that this course will attempt to answer. In this course, we will examine multiple theoretical perspectives on ‘brand’ and will understand how each theoretical approach involves a different brand management toolkit. We will approach branding from multiple perspectives – from rational branding to emotional branding to cultural branding.
To complement the theoretical foundations, we will discuss real life strategic challenges that brand and their managers face and learn from the success and failure of particular brand strategies. We will also understand how brands and brand management have evolved in the 21st century and what are the key ethical, environmental and socio-cultural implications of brand management’s evolutionary trajectory. We will explore concepts such as unique selling proposition (USP), mindspace positioning, cultural brand strategy and performance metrics such as brand equity, brand love, share of voice.
Upon completion of the course, students should be able to • Apply appropriate branding theories and toolkits to solve practical case studies • Critically evaluate different approaches to measure brand performance • Align epistemological assumptions with appropriate approach • Exhibit fluency with the building blocks of branding strategies • Identify appropriate segmentation strategieson appropriate bases, define targets and relevant brand positioning techniques • Understand the evolutionary trajectory of consumer brand management
Content
We will examine the strategic importance of brand development in driving organizational success. The topics
covered will explore the development of brand practices across key company functions and strategic corporate
initiatives including: product launch, reorganization, competitive threat, identity development, communications
and customer experiences.
Qualifications
Bachelor's degree
Assessment criteria, satisfactory (1)
Sufficient 1
You demonstrate theoretical and conceptual knowledge to identify and analyze brand management using the given case. You know partly how to apply information in decision making. You know the meaning of brand management in strategic management. The theory base is limited.
Satisfactory 2
You are able to select and apply appropriate approaches to analyze own brand management problems and utilize them. You write a quite modest report.
Assessment criteria, good (3)
Good 3
You analyze critically the problems of brand management of own organization and devise solutions to these problems and communicate them also internationally. You are able to write an almost impeccable report, which includes discussions of organizational level and/or own expertise level.
Very good 4
You analyze critically the problems of brand management of own organization and change and develop the practices of the brand management. You are able to write a quality report, which includes also international references.
Assessment criteria, excellent (5)
Excellent 5
You develop a new practical solution of the brand management with a connection to the strategic management of the organization. You write a high-quality, printable and reflecting report with constructive criticism, which includes several international references.
Materials
Keller, K. L. 2012. Strategic Brand Management. Building, Measuring and Managing Brand Equity, 4th edition, NJ: Prentice-Hall.
Additional Material / Recommended Reading Material
Kapferer, J.N. 2012. The New Strategic Brand Management. Advanced Insights & Strategic Thinking. Fifth Edition.
Keller K., Aperia, T. & Georgeson, M., 2012, Strategic Brand Management: A European Perspective. Prentice-Hall.
Davis, John. Magic Numbers for Consumer Marketing: Key Measures to Evaluate Marketing Success ISBN-10 : 0470821620
ISBN-13 : 978-0470821626
Further information
The lecturer of the course will be informed later in January 2021
Timing
21.02.2025 - 19.05.2025
Number of ECTS credits allocated
5 op
Mode of delivery
Face-to-face
Unit
School of Business
Campus
Main Campus
Teaching languages
- English
Seats
0 - 50
Teachers
- Sunday Olaleye
Teacher in charge
Heidi Neuvonen
Groups
-
YBB25VKNBachelor’s degree in Business Administration, EM Normandie (virtual), Spring 2025
-
HKV25KDIBMPost-Graduate Diploma in International Business Management
-
HKV24SDIBMPost-Graduate Diploma in International Business Management
Objective
Branding is as important for culture and politics as it once was for market commodities. But what is it that makes brands and branding powerful? What explains the global diffusion of branding techniques? Or at an even more fundamental level, what is a brand? How do we go about building a brand? How do we go about managing a brand that already exists? What are the challenges that managers, marketing firms and consumers face when interacting with brands? How do different stakeholders created and maintain brands in dynamic environments? These are some of the questions that this course will attempt to answer. In this course, we will examine multiple theoretical perspectives on ‘brand’ and will understand how each theoretical approach involves a different brand management toolkit. We will approach branding from multiple perspectives – from rational branding to emotional branding to cultural branding.
To complement the theoretical foundations, we will discuss real life strategic challenges that brand and their managers face and learn from the success and failure of particular brand strategies. We will also understand how brands and brand management have evolved in the 21st century and what are the key ethical, environmental and socio-cultural implications of brand management’s evolutionary trajectory. We will explore concepts such as unique selling proposition (USP), mindspace positioning, cultural brand strategy and performance metrics such as brand equity, brand love, share of voice.
Upon completion of the course, students should be able to • Apply appropriate branding theories and toolkits to solve practical case studies • Critically evaluate different approaches to measure brand performance • Align epistemological assumptions with appropriate approach • Exhibit fluency with the building blocks of branding strategies • Identify appropriate segmentation strategieson appropriate bases, define targets and relevant brand positioning techniques • Understand the evolutionary trajectory of consumer brand management
Content
We will examine the strategic importance of brand development in driving organizational success. The topics
covered will explore the development of brand practices across key company functions and strategic corporate
initiatives including: product launch, reorganization, competitive threat, identity development, communications
and customer experiences.
Oppimateriaali ja suositeltava kirjallisuus
Keller, K. L. 2012. Strategic Brand Management. Building, Measuring and Managing Brand Equity, 4th edition, NJ: Prentice-Hall.
Additional Material / Recommended Reading Material
Kapferer, J.N. 2012. The New Strategic Brand Management. Advanced Insights & Strategic Thinking. Fifth Edition.
Keller K., Aperia, T. & Georgeson, M., 2012, Strategic Brand Management: A European Perspective. Prentice-Hall.
Davis, John. Magic Numbers for Consumer Marketing: Key Measures to Evaluate Marketing Success ISBN-10 : 0470821620
ISBN-13 : 978-0470821626
Evaluation scale
0-5
Arviointikriteerit, tyydyttävä (1-2)
Sufficient 1
You demonstrate theoretical and conceptual knowledge to identify and analyze brand management using the given case. You know partly how to apply information in decision making. You know the meaning of brand management in strategic management. The theory base is limited.
Satisfactory 2
You are able to select and apply appropriate approaches to analyze own brand management problems and utilize them. You write a quite modest report.
Arviointikriteerit, hyvä (3-4)
Good 3
You analyze critically the problems of brand management of own organization and devise solutions to these problems and communicate them also internationally. You are able to write an almost impeccable report, which includes discussions of organizational level and/or own expertise level.
Very good 4
You analyze critically the problems of brand management of own organization and change and develop the practices of the brand management. You are able to write a quality report, which includes also international references.
Assessment criteria, excellent (5)
Excellent 5
You develop a new practical solution of the brand management with a connection to the strategic management of the organization. You write a high-quality, printable and reflecting report with constructive criticism, which includes several international references.
Qualifications
Bachelor's degree
Further information
The lecturer of the course will be informed later in January 2021
Enrollment
01.02.2024 - 11.02.2024
Timing
12.02.2024 - 20.05.2024
Number of ECTS credits allocated
5 op
Mode of delivery
Face-to-face
Unit
School of Business
Campus
Main Campus
Teaching languages
- English
Seats
0 - 50
Degree programmes
- Diploma in International Business Management
Teachers
- Sunday Olaleye
Groups
-
HKV24KDIBMPost-Graduate Diploma in International Business Management
-
YBB24VKNMaster’s degree in Business Administration, EM Normandie, Spring 2024
-
YBB24VKMaster's Degree Programme in International Business, vaihto-opiskelu/Exchange studies
-
HKV23SDIBMPost-Graduate Diploma in International Business Management
Objective
Branding is as important for culture and politics as it once was for market commodities. But what is it that makes brands and branding powerful? What explains the global diffusion of branding techniques? Or at an even more fundamental level, what is a brand? How do we go about building a brand? How do we go about managing a brand that already exists? What are the challenges that managers, marketing firms and consumers face when interacting with brands? How do different stakeholders created and maintain brands in dynamic environments? These are some of the questions that this course will attempt to answer. In this course, we will examine multiple theoretical perspectives on ‘brand’ and will understand how each theoretical approach involves a different brand management toolkit. We will approach branding from multiple perspectives – from rational branding to emotional branding to cultural branding.
To complement the theoretical foundations, we will discuss real life strategic challenges that brand and their managers face and learn from the success and failure of particular brand strategies. We will also understand how brands and brand management have evolved in the 21st century and what are the key ethical, environmental and socio-cultural implications of brand management’s evolutionary trajectory. We will explore concepts such as unique selling proposition (USP), mindspace positioning, cultural brand strategy and performance metrics such as brand equity, brand love, share of voice.
Upon completion of the course, students should be able to • Apply appropriate branding theories and toolkits to solve practical case studies • Critically evaluate different approaches to measure brand performance • Align epistemological assumptions with appropriate approach • Exhibit fluency with the building blocks of branding strategies • Identify appropriate segmentation strategieson appropriate bases, define targets and relevant brand positioning techniques • Understand the evolutionary trajectory of consumer brand management
Content
We will examine the strategic importance of brand development in driving organizational success. The topics
covered will explore the development of brand practices across key company functions and strategic corporate
initiatives including: product launch, reorganization, competitive threat, identity development, communications
and customer experiences.
Location and time
Physical class in Rajakatu campus..
Oppimateriaali ja suositeltava kirjallisuus
Keller, K. L. 2012. Strategic Brand Management. Building, Measuring and Managing Brand Equity, 4th edition, NJ: Prentice-Hall.
Additional Material / Recommended Reading Material
Kapferer, J.N. 2012. The New Strategic Brand Management. Advanced Insights & Strategic Thinking. Fifth Edition.
Keller K., Aperia, T. & Georgeson, M., 2012, Strategic Brand Management: A European Perspective. Prentice-Hall.
The teacher incharge will provide you with the lecture notes that contains academic literature, and other useful academic studying materials.
Teaching methods
Flipped classroom model will be used to implement this course.
Thus, pre-class learning is vital for successfully implementing the flipped learning model. At the course Moodle workspace, the teacher will provide students with lecture notes and other studying materials. Each student has to familiarise him/herself with the pre-class learning content. The teacher strongly suggests that students gather other resources and expose themselves to the focal subject area. In the classroom, the teacher will focus more on applying conceptual knowledge and encourage knowledge sharing among the students.
The course follows face-to-face (f2f) learning method where students participate in lectures, workshops and other study activities organized in classroom.
Exam schedules
The final item of assessment in the sustainable brand management course is the individual project. For an individual project, students need to develop a brand marketing communication plan. The brand communication plan include use of marketing communication tool both traditional and digital tools to build brand. For students to prepare a brand marketing communication plan, they may consider one question of their choice from the lists below:
a) As a customer, you are the recipient of brand marketing communication, select a company that you like and describe its brand marketing communication, secondary association and suggest the ways to improve it?
or
b) If you are working in a company then you may consider this: What kind of brand marketing communication your company is using to build its brand and suggest the ways to improve it?
or
c) If you want to open your own company: Make a brand marketing communication plan for your own company using marketing communication tools both traditional and digital to build brand and secondary association.
General instruction
The plan should be a maximum of ten pages in length (including cover page and contents). The plan should be written according to JAMK reporting instructions.
Student workload
135 hours
- Lessons 32 h
-Assignments, presentations 48
-Independent reading and research 55
Further information
Diploma in IBM groups: HKV24KDIBM, HKV23SDIBM
Exchange YBB24VK: 5 places
EM Normandie YBB24VKN: 8 places
Evaluation scale
0-5
Arviointikriteerit, tyydyttävä (1-2)
Sufficient 1
You demonstrate theoretical and conceptual knowledge to identify and analyze brand management using the given case. You know partly how to apply information in decision making. You know the meaning of brand management in strategic management. The theory base is limited.
Satisfactory 2
You are able to select and apply appropriate approaches to analyze own brand management problems and utilize them. You write a quite modest report.
Arviointikriteerit, hyvä (3-4)
Good 3
You analyze critically the problems of brand management of own organization and devise solutions to these problems and communicate them also internationally. You are able to write an almost impeccable report, which includes discussions of organizational level and/or own expertise level.
Very good 4
You analyze critically the problems of brand management of own organization and change and develop the practices of the brand management. You are able to write a quality report, which includes also international references.
Assessment criteria, excellent (5)
Excellent 5
You develop a new practical solution of the brand management with a connection to the strategic management of the organization. You write a high-quality, printable and reflecting report with constructive criticism, which includes several international references.
Qualifications
Bachelor's degree
Further information
The lecturer of the course will be informed later in January 2021
Timing
01.02.2024 - 19.05.2024
Number of ECTS credits allocated
5 op
Virtual portion
5 op
Mode of delivery
Online learning
Unit
School of Business
Teaching languages
- English
Degree programmes
- Master’s Degree Programme in Business and Financial Management
- Master’s Degree Programme in Tourism and Hospitality Management
- Master's Degree Programme in International Business Management
Teachers
- Heidi Neuvonen
Groups
-
ZJK24KHKorkeakoulujen välinen yhteistyö, LITA
-
ZJA24KHAvoin AMK, lita
Objective
Branding is as important for culture and politics as it once was for market commodities. But what is it that makes brands and branding powerful? What explains the global diffusion of branding techniques? Or at an even more fundamental level, what is a brand? How do we go about building a brand? How do we go about managing a brand that already exists? What are the challenges that managers, marketing firms and consumers face when interacting with brands? How do different stakeholders created and maintain brands in dynamic environments? These are some of the questions that this course will attempt to answer. In this course, we will examine multiple theoretical perspectives on ‘brand’ and will understand how each theoretical approach involves a different brand management toolkit. We will approach branding from multiple perspectives – from rational branding to emotional branding to cultural branding.
To complement the theoretical foundations, we will discuss real life strategic challenges that brand and their managers face and learn from the success and failure of particular brand strategies. We will also understand how brands and brand management have evolved in the 21st century and what are the key ethical, environmental and socio-cultural implications of brand management’s evolutionary trajectory. We will explore concepts such as unique selling proposition (USP), mindspace positioning, cultural brand strategy and performance metrics such as brand equity, brand love, share of voice.
Upon completion of the course, students should be able to • Apply appropriate branding theories and toolkits to solve practical case studies • Critically evaluate different approaches to measure brand performance • Align epistemological assumptions with appropriate approach • Exhibit fluency with the building blocks of branding strategies • Identify appropriate segmentation strategieson appropriate bases, define targets and relevant brand positioning techniques • Understand the evolutionary trajectory of consumer brand management
Content
We will examine the strategic importance of brand development in driving organizational success. The topics
covered will explore the development of brand practices across key company functions and strategic corporate
initiatives including: product launch, reorganization, competitive threat, identity development, communications
and customer experiences.
Location and time
Moodle virtual learning environment
You can study at your own pace, however, so that the assignments required for the passing grade have been submitted by the deadline
Oppimateriaali ja suositeltava kirjallisuus
Keller, K. L. 2012. Strategic Brand Management. Building, Measuring and Managing Brand Equity, 4th edition, NJ: Prentice-Hall.
Additional Material / Recommended Reading Material
Kapferer, J.N. 2012. The New Strategic Brand Management. Advanced Insights & Strategic Thinking. Fifth Edition.
Keller K., Aperia, T. & Georgeson, M., 2012, Strategic Brand Management: A European Perspective. Prentice-Hall.
Davis, John. Magic Numbers for Consumer Marketing: Key Measures to Evaluate Marketing Success ISBN-10 : 0470821620
ISBN-13 : 978-0470821626
ebook -Branding in the Inbound Age. A publication of HubSpot
Teaching methods
This is 100 % online course.
Traditional lectures are replaced with prerecorded instructions, lectures, videos, readings, learning assignments and reflection assignments.
The process is led by the teacher.
The structure of the course, sources of information, templates and assistance will be provided to you.
Student workload
135 h which includes
- independent studying
- completion of the learning assignments
- completion of the assessment tasks (for example multiple choice exams)
- completion of the reflection tasks
More details to be informed on the Moodle learning environment
Content scheduling
The main contents of this course are:
A brief historical review of brands and branding
Strategic role of a brand
Brand Equity Concept
Planning and implementing brand marketing programs
Managing brands over time
You will obtain a portfolio tool which helps you reflect your own learning. In addition, it helps you to understand how brand management manifest itself in business strategies, practices and communication.
Further information
- One online assignment in order to test your theoretical knowledge, assessment 0 - 5, 30% of your grade
- One online assignment in order to test your brand management decision making and practical skills, assessment 0-5, 40 %
- One portfolio including reflection task 0 - 5, 30% of your total grade
This portfolio / report will be compiled by you as a result of active participation during the course.
Evaluation scale
0-5
Arviointikriteerit, tyydyttävä (1-2)
Sufficient 1
You demonstrate theoretical and conceptual knowledge to identify and analyze brand management using the given case. You know partly how to apply information in decision making. You know the meaning of brand management in strategic management. The theory base is limited.
Satisfactory 2
You are able to select and apply appropriate approaches to analyze own brand management problems and utilize them. You write a quite modest report.
Arviointikriteerit, hyvä (3-4)
Good 3
You analyze critically the problems of brand management of own organization and devise solutions to these problems and communicate them also internationally. You are able to write an almost impeccable report, which includes discussions of organizational level and/or own expertise level.
Very good 4
You analyze critically the problems of brand management of own organization and change and develop the practices of the brand management. You are able to write a quality report, which includes also international references.
Assessment criteria, excellent (5)
Excellent 5
You develop a new practical solution of the brand management with a connection to the strategic management of the organization. You write a high-quality, printable and reflecting report with constructive criticism, which includes several international references.
Qualifications
Bachelor's degree
Further information
The lecturer of the course will be informed later in January 2021
Enrollment
20.11.2023 - 04.01.2024
Timing
15.01.2024 - 28.04.2024
Number of ECTS credits allocated
5 op
Virtual portion
5 op
Mode of delivery
Online learning
Unit
School of Business
Teaching languages
- English
Degree programmes
- Master’s Degree Programme in Business and Financial Management
- Master’s Degree Programme in Tourism and Hospitality Management
- Master's Degree Programme in International Business Management
Teachers
- Heidi Neuvonen
Groups
-
YMJ22S1Matkailu- ja palveluliiketoiminnan johtaminen (YAMK)
-
ZJA24KMAvoin amk, marata
Objective
Branding is as important for culture and politics as it once was for market commodities. But what is it that makes brands and branding powerful? What explains the global diffusion of branding techniques? Or at an even more fundamental level, what is a brand? How do we go about building a brand? How do we go about managing a brand that already exists? What are the challenges that managers, marketing firms and consumers face when interacting with brands? How do different stakeholders created and maintain brands in dynamic environments? These are some of the questions that this course will attempt to answer. In this course, we will examine multiple theoretical perspectives on ‘brand’ and will understand how each theoretical approach involves a different brand management toolkit. We will approach branding from multiple perspectives – from rational branding to emotional branding to cultural branding.
To complement the theoretical foundations, we will discuss real life strategic challenges that brand and their managers face and learn from the success and failure of particular brand strategies. We will also understand how brands and brand management have evolved in the 21st century and what are the key ethical, environmental and socio-cultural implications of brand management’s evolutionary trajectory. We will explore concepts such as unique selling proposition (USP), mindspace positioning, cultural brand strategy and performance metrics such as brand equity, brand love, share of voice.
Upon completion of the course, students should be able to • Apply appropriate branding theories and toolkits to solve practical case studies • Critically evaluate different approaches to measure brand performance • Align epistemological assumptions with appropriate approach • Exhibit fluency with the building blocks of branding strategies • Identify appropriate segmentation strategieson appropriate bases, define targets and relevant brand positioning techniques • Understand the evolutionary trajectory of consumer brand management
Content
We will examine the strategic importance of brand development in driving organizational success. The topics
covered will explore the development of brand practices across key company functions and strategic corporate
initiatives including: product launch, reorganization, competitive threat, identity development, communications
and customer experiences.
Location and time
Moodle virtual learning environment
Oppimateriaali ja suositeltava kirjallisuus
Keller, K. L. 2012. Strategic Brand Management. Building, Measuring and Managing Brand Equity, 4th edition, NJ: Prentice-Hall.
Kapferer, J.N. 2012. The New Strategic Brand Management. Advanced Insights & Strategic Thinking. Fifth Edition.
Keller K., Aperia, T. & Georgeson, M., 2012, Strategic Brand Management: A European Perspective. Prentice-Hall.
Davis, John. Magic Numbers for Consumer Marketing: Key Measures to Evaluate Marketing Success
Keller K & Lehmann D, 2006, Brands and Branding: Research Findings and
Future Priorities. MARKETING SCIENCE, Vol. 25, No. 6, November-December 2006, pp. 740-759, ISSN 0732-23991 EISSN 1526-548X1061250610740 DOI 10.1287/mksc.l050.0153
ebook -Branding in the Inbound Age. A publication of HubSpot
Teaching methods
This is 100 % online course,
There will be online webinars on regular basis
We follow flipped - classroom agenda which is an innovative marketing education in the digital era
You are expected to familiarize yourselves with new and unfamiliar subject content in your own time PRIOR TO COMING TO THE ONLINE webinar
Pre-learning enables you to use the online-webinar time on task-based activities with peer students and lecturer
Traditional lectures are replaced with prerecorded lectures, videos, readings
Online webinars are primarily for interaction, rather than instruction
Exam schedules
One multiple -choice assignment
One portfolio assignment
Student workload
135 h which includes online webinars, independent studying, completion of the portfolio assignment
Content scheduling
To be informed on the Moodle learning environment
Further information
- One multiple -choice assignment in order to test your theoretical knowledge, assessment 0 - 5, 30% of your grade
- One portfolio, assessment 0 - 5, 70% of your total grade
This portfolio / report will be compiled by you as a result of active participation during the course. The content should base on existing theoretical literature and, thus, it contributes to learning how to apply theoretical knowledge to brand management -process
The process is led by the teacher
The structure, sources of information, template and assistance will be provided to you
Evaluation scale
0-5
Arviointikriteerit, tyydyttävä (1-2)
Sufficient 1
You demonstrate theoretical and conceptual knowledge to identify and analyze brand management using the given case. You know partly how to apply information in decision making. You know the meaning of brand management in strategic management. The theory base is limited.
Satisfactory 2
You are able to select and apply appropriate approaches to analyze own brand management problems and utilize them. You write a quite modest report.
Arviointikriteerit, hyvä (3-4)
Good 3
You analyze critically the problems of brand management of own organization and devise solutions to these problems and communicate them also internationally. You are able to write an almost impeccable report, which includes discussions of organizational level and/or own expertise level.
Very good 4
You analyze critically the problems of brand management of own organization and change and develop the practices of the brand management. You are able to write a quality report, which includes also international references.
Assessment criteria, excellent (5)
Excellent 5
You develop a new practical solution of the brand management with a connection to the strategic management of the organization. You write a high-quality, printable and reflecting report with constructive criticism, which includes several international references.
Qualifications
Bachelor's degree
Further information
The lecturer of the course will be informed later in January 2021
Enrollment
01.08.2023 - 24.08.2023
Timing
28.08.2023 - 19.12.2023
Number of ECTS credits allocated
5 op
Mode of delivery
Face-to-face
Unit
School of Business
Campus
Main Campus
Teaching languages
- English
Seats
0 - 50
Degree programmes
- Master's Degree Programme in Sport Business Management
- Master's Degree Programme in International Business Management
Teachers
- Sunday Olaleye
Groups
-
YHS22S1Master's Degree Programme in Sport Business Management
-
YBB22S1Master's Degree Programme in International Business
Objective
Branding is as important for culture and politics as it once was for market commodities. But what is it that makes brands and branding powerful? What explains the global diffusion of branding techniques? Or at an even more fundamental level, what is a brand? How do we go about building a brand? How do we go about managing a brand that already exists? What are the challenges that managers, marketing firms and consumers face when interacting with brands? How do different stakeholders created and maintain brands in dynamic environments? These are some of the questions that this course will attempt to answer. In this course, we will examine multiple theoretical perspectives on ‘brand’ and will understand how each theoretical approach involves a different brand management toolkit. We will approach branding from multiple perspectives – from rational branding to emotional branding to cultural branding.
To complement the theoretical foundations, we will discuss real life strategic challenges that brand and their managers face and learn from the success and failure of particular brand strategies. We will also understand how brands and brand management have evolved in the 21st century and what are the key ethical, environmental and socio-cultural implications of brand management’s evolutionary trajectory. We will explore concepts such as unique selling proposition (USP), mindspace positioning, cultural brand strategy and performance metrics such as brand equity, brand love, share of voice.
Upon completion of the course, students should be able to • Apply appropriate branding theories and toolkits to solve practical case studies • Critically evaluate different approaches to measure brand performance • Align epistemological assumptions with appropriate approach • Exhibit fluency with the building blocks of branding strategies • Identify appropriate segmentation strategieson appropriate bases, define targets and relevant brand positioning techniques • Understand the evolutionary trajectory of consumer brand management
Content
We will examine the strategic importance of brand development in driving organizational success. The topics
covered will explore the development of brand practices across key company functions and strategic corporate
initiatives including: product launch, reorganization, competitive threat, identity development, communications
and customer experiences.
Location and time
Physical class in Rajakatu campus during the weekends.
Oppimateriaali ja suositeltava kirjallisuus
Keller, K. L. 2012. Strategic Brand Management. Building, Measuring and Managing Brand Equity, 4th edition, NJ: Prentice-Hall.
Additional Material / Recommended Reading Material
Kapferer, J.N. 2012. The New Strategic Brand Management. Advanced Insights & Strategic Thinking. Fifth Edition.
Keller K., Aperia, T. & Georgeson, M., 2012, Strategic Brand Management: A European Perspective. Prentice-Hall.
The teacher incharge will provide you with the lecture notes that contains academic literature, videos, blogs, short article, etc. related to the focused topics.
Teaching methods
Flipped classroom model will be used to implement this course.
Thus, pre-class learning is vital for successfully implementing the flipped learning model. At the course Moodle workspace, the teacher will provide students with lecture notes and other studying materials. Each student has to familiarise him/herself with the pre-class learning content. The teacher strongly suggests that students gather other resources and expose themselves to the focal subject area. In the classroom, the teacher will focus more on applying conceptual knowledge and encourage knowledge sharing among the students.
The course follows face-to-face (f2f) learning method where students participate in lectures, workshops and other study activities organized in classroom.
Exam schedules
The final item of assessment in the sustainable brand management course is the individual project. For an individual project, students need to develop a brand marketing communication plan. The brand communication plan include use of marketing communication tool both traditional and digital tools to build brand. For students to prepare a brand marketing communication plan, they may consider one question of their choice from the lists below:
a) As a customer, you are the recipient of brand marketing communication, select a company that you like and describe its brand marketing communication, secondary association and suggest the ways to improve it?
or
b) If you are working in a company then you may consider this: What kind of brand marketing communication your company is using to build its brand and suggest the ways to improve it?
or
c) If you want to open your own company: Make a brand marketing communication plan for your own company using marketing communication tools both traditional and digital to build brand and secondary association.
General instruction
The plan should be a maximum of ten pages in length (including cover page and contents). The plan should be written according to JAMK reporting instructions.
Student workload
135 hours
- Lessons 32 h
-Assignments, presentations 48
-Independent reading and research 55
Evaluation scale
0-5
Arviointikriteerit, tyydyttävä (1-2)
Sufficient 1
You demonstrate theoretical and conceptual knowledge to identify and analyze brand management using the given case. You know partly how to apply information in decision making. You know the meaning of brand management in strategic management. The theory base is limited.
Satisfactory 2
You are able to select and apply appropriate approaches to analyze own brand management problems and utilize them. You write a quite modest report.
Arviointikriteerit, hyvä (3-4)
Good 3
You analyze critically the problems of brand management of own organization and devise solutions to these problems and communicate them also internationally. You are able to write an almost impeccable report, which includes discussions of organizational level and/or own expertise level.
Very good 4
You analyze critically the problems of brand management of own organization and change and develop the practices of the brand management. You are able to write a quality report, which includes also international references.
Assessment criteria, excellent (5)
Excellent 5
You develop a new practical solution of the brand management with a connection to the strategic management of the organization. You write a high-quality, printable and reflecting report with constructive criticism, which includes several international references.
Qualifications
Bachelor's degree
Further information
The lecturer of the course will be informed later in January 2021
Timing
06.03.2023 - 26.05.2023
Number of ECTS credits allocated
5 op
Mode of delivery
Face-to-face
Unit
School of Business
Campus
Main Campus
Teaching languages
- English
Seats
0 - 50
Degree programmes
- Diploma in International Business Management
Teachers
- Sunday Olaleye
Groups
-
HKV23KDIBMDiploma in International Business Management
Objective
Branding is as important for culture and politics as it once was for market commodities. But what is it that makes brands and branding powerful? What explains the global diffusion of branding techniques? Or at an even more fundamental level, what is a brand? How do we go about building a brand? How do we go about managing a brand that already exists? What are the challenges that managers, marketing firms and consumers face when interacting with brands? How do different stakeholders created and maintain brands in dynamic environments? These are some of the questions that this course will attempt to answer. In this course, we will examine multiple theoretical perspectives on ‘brand’ and will understand how each theoretical approach involves a different brand management toolkit. We will approach branding from multiple perspectives – from rational branding to emotional branding to cultural branding.
To complement the theoretical foundations, we will discuss real life strategic challenges that brand and their managers face and learn from the success and failure of particular brand strategies. We will also understand how brands and brand management have evolved in the 21st century and what are the key ethical, environmental and socio-cultural implications of brand management’s evolutionary trajectory. We will explore concepts such as unique selling proposition (USP), mindspace positioning, cultural brand strategy and performance metrics such as brand equity, brand love, share of voice.
Upon completion of the course, students should be able to • Apply appropriate branding theories and toolkits to solve practical case studies • Critically evaluate different approaches to measure brand performance • Align epistemological assumptions with appropriate approach • Exhibit fluency with the building blocks of branding strategies • Identify appropriate segmentation strategieson appropriate bases, define targets and relevant brand positioning techniques • Understand the evolutionary trajectory of consumer brand management
Content
We will examine the strategic importance of brand development in driving organizational success. The topics
covered will explore the development of brand practices across key company functions and strategic corporate
initiatives including: product launch, reorganization, competitive threat, identity development, communications
and customer experiences.
Location and time
Physical class in Rajakatu campus from 13.02.2023 - 26.05.2023.
Oppimateriaali ja suositeltava kirjallisuus
Keller, K. L. 2012. Strategic Brand Management. Building, Measuring and Managing Brand Equity, 4th edition, NJ: Prentice-Hall.
Additional Material / Recommended Reading Material
Kapferer, J.N. 2012. The New Strategic Brand Management. Advanced Insights & Strategic Thinking. Fifth Edition.
Keller K., Aperia, T. & Georgeson, M., 2012, Strategic Brand Management: A European Perspective. Prentice-Hall.
The teacher incharge will provide you with the lecture notes lectures note that contains academic literature, videos, blogs, short article, etc. related to the focused topic are
Teaching methods
The course follows face-to-face learning method where students participate in lectures, workshops and other study activities organized in classroom.
Exam schedules
The final item of assessment in the brand management course is the individual project. For an individual project, students need to develop a brand marketing communication plan. The brand communication plan include use of marketing communication tool both traditional and digital tools to build brand.
For students to prepare a brand marketing communication plan, they may consider one question of their choice from the lists below:
a) As a customer, you are the recipient of brand marketing communication, select a company that you like and describe its brand marketing communication, secondary association and suggest the ways to improve it?
or
b) If you are working in a company then you may consider this: What kind of brand marketing communication your company is using to build its brand and suggest the ways to improve it?
or
c) If you want to open your own company: Make a brand marketing communication plan for your own company using marketing communication tools both traditional and digital to build brand and secondary association.
General instruction
The plan should be a maximum of ten pages in length (including cover page and contents). The plan should be written according to JAMK reporting instructions.
Student workload
135 hours
- Lessons 32 h
-Assignments, presentations 48
-Independent reading and research 55
Further information
avoin amk 3
Evaluation scale
0-5
Arviointikriteerit, tyydyttävä (1-2)
Sufficient 1
You demonstrate theoretical and conceptual knowledge to identify and analyze brand management using the given case. You know partly how to apply information in decision making. You know the meaning of brand management in strategic management. The theory base is limited.
Satisfactory 2
You are able to select and apply appropriate approaches to analyze own brand management problems and utilize them. You write a quite modest report.
Arviointikriteerit, hyvä (3-4)
Good 3
You analyze critically the problems of brand management of own organization and devise solutions to these problems and communicate them also internationally. You are able to write an almost impeccable report, which includes discussions of organizational level and/or own expertise level.
Very good 4
You analyze critically the problems of brand management of own organization and change and develop the practices of the brand management. You are able to write a quality report, which includes also international references.
Assessment criteria, excellent (5)
Excellent 5
You develop a new practical solution of the brand management with a connection to the strategic management of the organization. You write a high-quality, printable and reflecting report with constructive criticism, which includes several international references.
Qualifications
Bachelor's degree
Further information
The lecturer of the course will be informed later in January 2021
Enrollment
06.02.2023 - 12.02.2023
Timing
13.02.2023 - 12.05.2023
Number of ECTS credits allocated
5 op
Mode of delivery
Face-to-face
Unit
School of Business
Campus
Main Campus
Teaching languages
- English
Seats
0 - 50
Degree programmes
- Diploma in International Business Management
Teachers
- Sunday Olaleye
Groups
-
YBB23VKNMaster’s Degree in International Business Management, EM Normandie, (Master’s)
-
HKV22SDIBM1Diploma in International Business Management
-
HKV22SDIBM2Diploma in International Business Management
-
YBB23VKMaster's Degree Programme in International Business, vaihto-opiskelu/Exchange studies
Objective
Branding is as important for culture and politics as it once was for market commodities. But what is it that makes brands and branding powerful? What explains the global diffusion of branding techniques? Or at an even more fundamental level, what is a brand? How do we go about building a brand? How do we go about managing a brand that already exists? What are the challenges that managers, marketing firms and consumers face when interacting with brands? How do different stakeholders created and maintain brands in dynamic environments? These are some of the questions that this course will attempt to answer. In this course, we will examine multiple theoretical perspectives on ‘brand’ and will understand how each theoretical approach involves a different brand management toolkit. We will approach branding from multiple perspectives – from rational branding to emotional branding to cultural branding.
To complement the theoretical foundations, we will discuss real life strategic challenges that brand and their managers face and learn from the success and failure of particular brand strategies. We will also understand how brands and brand management have evolved in the 21st century and what are the key ethical, environmental and socio-cultural implications of brand management’s evolutionary trajectory. We will explore concepts such as unique selling proposition (USP), mindspace positioning, cultural brand strategy and performance metrics such as brand equity, brand love, share of voice.
Upon completion of the course, students should be able to • Apply appropriate branding theories and toolkits to solve practical case studies • Critically evaluate different approaches to measure brand performance • Align epistemological assumptions with appropriate approach • Exhibit fluency with the building blocks of branding strategies • Identify appropriate segmentation strategieson appropriate bases, define targets and relevant brand positioning techniques • Understand the evolutionary trajectory of consumer brand management
Content
We will examine the strategic importance of brand development in driving organizational success. The topics
covered will explore the development of brand practices across key company functions and strategic corporate
initiatives including: product launch, reorganization, competitive threat, identity development, communications
and customer experiences.
Location and time
The lectures take place in Rajakatu campus from 13.02.2023 to 26.05.2023.
Oppimateriaali ja suositeltava kirjallisuus
Keller, K. L. 2012. Strategic Brand Management. Building, Measuring and Managing Brand Equity, 4th edition, NJ: Prentice-Hall.
Additional Material / Recommended Reading Material
Kapferer, J.N. 2012. The New Strategic Brand Management. Advanced Insights & Strategic Thinking. Fifth Edition.
Keller K., Aperia, T. & Georgeson, M., 2012, Strategic Brand Management: A European Perspective. Prentice-Hall.
The teacher incharge will provide you with the lecture notes that contains academic literature, videos, blogs, short article, etc. related to the focused topic.
Teaching methods
This course follows face-to-face learning methods where students participate in lectures, workshops and other study activities organized in classroom.
Exam schedules
The final item of assessment in the brand management course is the individual project. For an individual project, students need to develop a brand marketing communication plan. The brand communication plan include the use of marketing communication tool both traditional and digital to build brand.
To prepare a brand marketing communication plan, you may consider one question of your choice from the lists below:
a) As a customer, you are the recipient of brand marketing communication, select a company that you like and describe its brand marketing communication, secondary association and suggest the ways to improve it?
or
b) If you are working in a company then you may consider this: What kind of brand marketing communication your company is using to build its brand and suggest the ways to improve it?
or
c) If you want to open your own company: Make a brand marketing communication plan for your own company using marketing communication tools both traditional and digital to build brand and secondary association.
General instruction
The plan should be a maximum of ten pages in length (including cover page and contents). The plan should be written according to JAMK reporting instructions.
Student workload
135 hours
- Lessons 32 h
-Assignments, presentations 48
-Independent reading and research 55
Further information
EM Normandie students: 14
Diploma in IBM: 21
Exchange and Degree students: 15
Evaluation scale
0-5
Arviointikriteerit, tyydyttävä (1-2)
Sufficient 1
You demonstrate theoretical and conceptual knowledge to identify and analyze brand management using the given case. You know partly how to apply information in decision making. You know the meaning of brand management in strategic management. The theory base is limited.
Satisfactory 2
You are able to select and apply appropriate approaches to analyze own brand management problems and utilize them. You write a quite modest report.
Arviointikriteerit, hyvä (3-4)
Good 3
You analyze critically the problems of brand management of own organization and devise solutions to these problems and communicate them also internationally. You are able to write an almost impeccable report, which includes discussions of organizational level and/or own expertise level.
Very good 4
You analyze critically the problems of brand management of own organization and change and develop the practices of the brand management. You are able to write a quality report, which includes also international references.
Assessment criteria, excellent (5)
Excellent 5
You develop a new practical solution of the brand management with a connection to the strategic management of the organization. You write a high-quality, printable and reflecting report with constructive criticism, which includes several international references.
Qualifications
Bachelor's degree
Further information
The lecturer of the course will be informed later in January 2021
Enrollment
06.02.2023 - 12.02.2023
Timing
13.02.2023 - 12.05.2023
Number of ECTS credits allocated
5 op
Mode of delivery
Face-to-face
Unit
School of Business
Campus
Main Campus
Teaching languages
- English
Seats
0 - 50
Degree programmes
- Diploma in International Business Management
Teachers
- Sunday Olaleye
Groups
-
HKV22SDIBM1Diploma in International Business Management
-
HKV22SDIBM2Diploma in International Business Management
-
YBB23VKMaster's Degree Programme in International Business, vaihto-opiskelu/Exchange studies
Objective
Branding is as important for culture and politics as it once was for market commodities. But what is it that makes brands and branding powerful? What explains the global diffusion of branding techniques? Or at an even more fundamental level, what is a brand? How do we go about building a brand? How do we go about managing a brand that already exists? What are the challenges that managers, marketing firms and consumers face when interacting with brands? How do different stakeholders created and maintain brands in dynamic environments? These are some of the questions that this course will attempt to answer. In this course, we will examine multiple theoretical perspectives on ‘brand’ and will understand how each theoretical approach involves a different brand management toolkit. We will approach branding from multiple perspectives – from rational branding to emotional branding to cultural branding.
To complement the theoretical foundations, we will discuss real life strategic challenges that brand and their managers face and learn from the success and failure of particular brand strategies. We will also understand how brands and brand management have evolved in the 21st century and what are the key ethical, environmental and socio-cultural implications of brand management’s evolutionary trajectory. We will explore concepts such as unique selling proposition (USP), mindspace positioning, cultural brand strategy and performance metrics such as brand equity, brand love, share of voice.
Upon completion of the course, students should be able to • Apply appropriate branding theories and toolkits to solve practical case studies • Critically evaluate different approaches to measure brand performance • Align epistemological assumptions with appropriate approach • Exhibit fluency with the building blocks of branding strategies • Identify appropriate segmentation strategieson appropriate bases, define targets and relevant brand positioning techniques • Understand the evolutionary trajectory of consumer brand management
Content
We will examine the strategic importance of brand development in driving organizational success. The topics
covered will explore the development of brand practices across key company functions and strategic corporate
initiatives including: product launch, reorganization, competitive threat, identity development, communications
and customer experiences.
Location and time
Physical class in Rajakatu campus from 13.02.2023 - 26.05.2023.
Oppimateriaali ja suositeltava kirjallisuus
Keller, K. L. 2012. Strategic Brand Management. Building, Measuring and Managing Brand Equity, 4th edition, NJ: Prentice-Hall.
Additional Material / Recommended Reading Material
Kapferer, J.N. 2012. The New Strategic Brand Management. Advanced Insights & Strategic Thinking. Fifth Edition.
Keller K., Aperia, T. & Georgeson, M., 2012, Strategic Brand Management: A European Perspective. Prentice-Hall.
The teacher incharge will provide you with the lecture notes lectures note that contains academic literature, videos, blogs, short article, etc. related to the focused topic are
Teaching methods
The course follows face-to-face learning method where students participate in lectures, workshops and other study activities organized in classroom.
Exam schedules
The final item of assessment in the brand management course is the individual project. For an individual project, students need to develop a brand marketing communication plan. The brand communication plan include use of marketing communication tool both traditional and digital tools to build brand.
For students to prepare a brand marketing communication plan, they may consider one question of their choice from the lists below:
a) As a customer, you are the recipient of brand marketing communication, select a company that you like and describe its brand marketing communication, secondary association and suggest the ways to improve it?
or
b) If you are working in a company then you may consider this: What kind of brand marketing communication your company is using to build its brand and suggest the ways to improve it?
or
c) If you want to open your own company: Make a brand marketing communication plan for your own company using marketing communication tools both traditional and digital to build brand and secondary association.
General instruction
The plan should be a maximum of ten pages in length (including cover page and contents). The plan should be written according to JAMK reporting instructions.
Student workload
135 hours
- Lessons 32 h
-Assignments, presentations 48
-Independent reading and research 55
Further information
Diploma in IBM: 34
Exchange and Degree students: 16
Evaluation scale
0-5
Arviointikriteerit, tyydyttävä (1-2)
Sufficient 1
You demonstrate theoretical and conceptual knowledge to identify and analyze brand management using the given case. You know partly how to apply information in decision making. You know the meaning of brand management in strategic management. The theory base is limited.
Satisfactory 2
You are able to select and apply appropriate approaches to analyze own brand management problems and utilize them. You write a quite modest report.
Arviointikriteerit, hyvä (3-4)
Good 3
You analyze critically the problems of brand management of own organization and devise solutions to these problems and communicate them also internationally. You are able to write an almost impeccable report, which includes discussions of organizational level and/or own expertise level.
Very good 4
You analyze critically the problems of brand management of own organization and change and develop the practices of the brand management. You are able to write a quality report, which includes also international references.
Assessment criteria, excellent (5)
Excellent 5
You develop a new practical solution of the brand management with a connection to the strategic management of the organization. You write a high-quality, printable and reflecting report with constructive criticism, which includes several international references.
Qualifications
Bachelor's degree
Further information
The lecturer of the course will be informed later in January 2021
Enrollment
01.08.2022 - 04.09.2022
Timing
05.09.2022 - 13.11.2022
Number of ECTS credits allocated
5 op
Mode of delivery
Face-to-face
Unit
School of Business
Teaching languages
- English
Seats
0 - 45
Degree programmes
- Master’s Degree Programme in Business and Financial Management
- Master's Degree Programme in Sport Business Management
- Master’s Degree Programme in Tourism and Hospitality Management
- Master's Degree Programme in International Business Management
Teachers
- Sunday Olaleye
Groups
-
YHO21S1Organisaation ja talouden johtaminen (YAMK)
-
YMJ21S1Matkailu- ja palveluliiketoiminnan johtaminen (YAMK)
-
YBB22VSMaster's Degree Programme in International Business, vaihto-opiskelu/Exchange studies
-
ZJA22SHAvoin AMK, lita
-
YHS21S1Master's Degree Programme in Sport Business Management
-
YBB21S1Master's Degree Programme in International Business
Objective
Branding is as important for culture and politics as it once was for market commodities. But what is it that makes brands and branding powerful? What explains the global diffusion of branding techniques? Or at an even more fundamental level, what is a brand? How do we go about building a brand? How do we go about managing a brand that already exists? What are the challenges that managers, marketing firms and consumers face when interacting with brands? How do different stakeholders created and maintain brands in dynamic environments? These are some of the questions that this course will attempt to answer. In this course, we will examine multiple theoretical perspectives on ‘brand’ and will understand how each theoretical approach involves a different brand management toolkit. We will approach branding from multiple perspectives – from rational branding to emotional branding to cultural branding.
To complement the theoretical foundations, we will discuss real life strategic challenges that brand and their managers face and learn from the success and failure of particular brand strategies. We will also understand how brands and brand management have evolved in the 21st century and what are the key ethical, environmental and socio-cultural implications of brand management’s evolutionary trajectory. We will explore concepts such as unique selling proposition (USP), mindspace positioning, cultural brand strategy and performance metrics such as brand equity, brand love, share of voice.
Upon completion of the course, students should be able to • Apply appropriate branding theories and toolkits to solve practical case studies • Critically evaluate different approaches to measure brand performance • Align epistemological assumptions with appropriate approach • Exhibit fluency with the building blocks of branding strategies • Identify appropriate segmentation strategieson appropriate bases, define targets and relevant brand positioning techniques • Understand the evolutionary trajectory of consumer brand management
Content
We will examine the strategic importance of brand development in driving organizational success. The topics
covered will explore the development of brand practices across key company functions and strategic corporate
initiatives including: product launch, reorganization, competitive threat, identity development, communications
and customer experiences.
Location and time
Physical class in Rajakatu campus from 05.09.2022 to 13.11.2022.
Oppimateriaali ja suositeltava kirjallisuus
Keller, K. L. 2012. Strategic Brand Management. Building, Measuring and Managing Brand Equity, 4th edition, NJ: Prentice-Hall.
Additional Material / Recommended Reading Material
Kapferer, J.N. 2012. The New Strategic Brand Management. Advanced Insights & Strategic Thinking. Fifth Edition.
Keller K., Aperia, T. & Georgeson, M., 2012, Strategic Brand Management: A European Perspective. Prentice-Hall.
The teacher incharge will provide you with the lecture notes lectures note that contains academic literature, videos, blogs, short article, etc. related to the focused topic are
Teaching methods
The course follows face-to-face learning method where students participate in lectures, workshops and other study activities organized in classroom.
Exam schedules
The final item of assessment in the brand management course is the individual project. For an individual project, students need to develop a brand marketing communication plan. The brand communication plan include use of marketing communication tool both traditional and digital tools to build brand.
For students to prepare a brand marketing communication plan, they may consider one question of their choice from the lists below:
a) As a customer, you are the recipient of brand marketing communication, select a company that you like and describe its brand marketing communication, secondary association and suggest the ways to improve it?
or
b) If you are working in a company then you may consider this: What kind of brand marketing communication your company is using to build its brand and suggest the ways to improve it?
or
c) If you want to open your own company: Make a brand marketing communication plan for your own company using marketing communication tools both traditional and digital to build brand and secondary association.
General instruction
The plan should be a maximum of ten pages in length (including cover page and contents). The plan should be written according to JAMK reporting instructions.
Student workload
135 hours
- Lessons 32 h
-Assignments, presentations 48
-Independent reading and research 55
Further information
avoin amk 5
Evaluation scale
0-5
Arviointikriteerit, tyydyttävä (1-2)
Sufficient 1
You demonstrate theoretical and conceptual knowledge to identify and analyze brand management using the given case. You know partly how to apply information in decision making. You know the meaning of brand management in strategic management. The theory base is limited.
Satisfactory 2
You are able to select and apply appropriate approaches to analyze own brand management problems and utilize them. You write a quite modest report.
Arviointikriteerit, hyvä (3-4)
Good 3
You analyze critically the problems of brand management of own organization and devise solutions to these problems and communicate them also internationally. You are able to write an almost impeccable report, which includes discussions of organizational level and/or own expertise level.
Very good 4
You analyze critically the problems of brand management of own organization and change and develop the practices of the brand management. You are able to write a quality report, which includes also international references.
Assessment criteria, excellent (5)
Excellent 5
You develop a new practical solution of the brand management with a connection to the strategic management of the organization. You write a high-quality, printable and reflecting report with constructive criticism, which includes several international references.
Qualifications
Bachelor's degree
Further information
The lecturer of the course will be informed later in January 2021
Timing
07.03.2022 - 27.05.2022
Number of ECTS credits allocated
5 op
Mode of delivery
Face-to-face
Unit
School of Business
Campus
Main Campus
Teaching languages
- English
Seats
0 - 40
Teachers
- Sunday Olaleye
Groups
-
HKV22KDIBM2Diploma in International Business Management
Objective
Branding is as important for culture and politics as it once was for market commodities. But what is it that makes brands and branding powerful? What explains the global diffusion of branding techniques? Or at an even more fundamental level, what is a brand? How do we go about building a brand? How do we go about managing a brand that already exists? What are the challenges that managers, marketing firms and consumers face when interacting with brands? How do different stakeholders created and maintain brands in dynamic environments? These are some of the questions that this course will attempt to answer. In this course, we will examine multiple theoretical perspectives on ‘brand’ and will understand how each theoretical approach involves a different brand management toolkit. We will approach branding from multiple perspectives – from rational branding to emotional branding to cultural branding.
To complement the theoretical foundations, we will discuss real life strategic challenges that brand and their managers face and learn from the success and failure of particular brand strategies. We will also understand how brands and brand management have evolved in the 21st century and what are the key ethical, environmental and socio-cultural implications of brand management’s evolutionary trajectory. We will explore concepts such as unique selling proposition (USP), mindspace positioning, cultural brand strategy and performance metrics such as brand equity, brand love, share of voice.
Upon completion of the course, students should be able to • Apply appropriate branding theories and toolkits to solve practical case studies • Critically evaluate different approaches to measure brand performance • Align epistemological assumptions with appropriate approach • Exhibit fluency with the building blocks of branding strategies • Identify appropriate segmentation strategieson appropriate bases, define targets and relevant brand positioning techniques • Understand the evolutionary trajectory of consumer brand management
Content
We will examine the strategic importance of brand development in driving organizational success. The topics
covered will explore the development of brand practices across key company functions and strategic corporate
initiatives including: product launch, reorganization, competitive threat, identity development, communications
and customer experiences.
Location and time
February 14- May 27, 2022
Oppimateriaali ja suositeltava kirjallisuus
Keller, K. L. 2012. Strategic Brand Management. Building, Measuring and Managing Brand Equity, 4th edition, NJ: Prentice-Hall.
Additional Material / Recommended Reading Material
Kapferer, J.N. 2012. The New Strategic Brand Management. Advanced Insights & Strategic Thinking. Fifth Edition.
Keller K., Aperia, T. & Georgeson, M., 2012, Strategic Brand Management: A European Perspective. Prentice-Hall.
The teacher incharge will provide you with the lecture notes lectures note that contains academic literature, videos, blogs, short article, etc. related to the focused topic are
Teaching methods
Course follows combined face-to-face and distance learning methods where students participate in lectures, workshops and other study activities organized in classroom. Furthermore, a student also completes separate individual and group assignments as supplementary independent studies utilizing virtual study platforms and materials.
Exam schedules
The final item of assessment in the brand management course is the individual project. For an individual project, students need to develop a brand marketing communication plan. The brand communication plan include Use of marketing communication tool both traditional and digital to build brand Using secondary association to build brand
For preparing a brand marketing communication plan, you may consider one question of your choice mention below
a) As a customer, you are the recipient of brand marketing communication, select a company that you like and describe its brand marketing communication, secondary association and suggest the ways to improve it?
or
b) If you are working in a company then you may consider this: What kind of brand marketing communication your company is using to build its brand and suggest the ways to improve it?
or
c) If you want to open your own company: Make a brand marketing communication plan for your own company using marketing communication tools both traditional and digital to build brand and secondary association
General instruction
The plan should be a maximum of ten pages in length (including cover page and contents). The plan should be written according to JAMK reporting instructions.
Student workload
135 hours
- Lessons 32 h
-Assignments, presentations 48
-Independent reading and research 55
Further information
avoin amk 3
Evaluation scale
0-5
Arviointikriteerit, tyydyttävä (1-2)
Sufficient 1
You demonstrate theoretical and conceptual knowledge to identify and analyze brand management using the given case. You know partly how to apply information in decision making. You know the meaning of brand management in strategic management. The theory base is limited.
Satisfactory 2
You are able to select and apply appropriate approaches to analyze own brand management problems and utilize them. You write a quite modest report.
Arviointikriteerit, hyvä (3-4)
Good 3
You analyze critically the problems of brand management of own organization and devise solutions to these problems and communicate them also internationally. You are able to write an almost impeccable report, which includes discussions of organizational level and/or own expertise level.
Very good 4
You analyze critically the problems of brand management of own organization and change and develop the practices of the brand management. You are able to write a quality report, which includes also international references.
Assessment criteria, excellent (5)
Excellent 5
You develop a new practical solution of the brand management with a connection to the strategic management of the organization. You write a high-quality, printable and reflecting report with constructive criticism, which includes several international references.
Qualifications
Bachelor's degree
Further information
The lecturer of the course will be informed later in January 2021
Enrollment
07.02.2022 - 28.02.2022
Timing
14.02.2022 - 27.05.2022
Number of ECTS credits allocated
5 op
Mode of delivery
Face-to-face
Unit
School of Business
Campus
Main Campus
Teaching languages
- English
Seats
0 - 40
Teachers
- Sunday Olaleye
Groups
-
YBB22VKMaster's Degree Programme in International Business, vaihto-opiskelu/Exchange studies
-
YBB22VKNMaster’s Degree in International Business Management, EM Normandie
-
HKV22KDIBM1Diploma in International Business Management
-
ZJA22KHAvoin AMK, lita
Objective
Branding is as important for culture and politics as it once was for market commodities. But what is it that makes brands and branding powerful? What explains the global diffusion of branding techniques? Or at an even more fundamental level, what is a brand? How do we go about building a brand? How do we go about managing a brand that already exists? What are the challenges that managers, marketing firms and consumers face when interacting with brands? How do different stakeholders created and maintain brands in dynamic environments? These are some of the questions that this course will attempt to answer. In this course, we will examine multiple theoretical perspectives on ‘brand’ and will understand how each theoretical approach involves a different brand management toolkit. We will approach branding from multiple perspectives – from rational branding to emotional branding to cultural branding.
To complement the theoretical foundations, we will discuss real life strategic challenges that brand and their managers face and learn from the success and failure of particular brand strategies. We will also understand how brands and brand management have evolved in the 21st century and what are the key ethical, environmental and socio-cultural implications of brand management’s evolutionary trajectory. We will explore concepts such as unique selling proposition (USP), mindspace positioning, cultural brand strategy and performance metrics such as brand equity, brand love, share of voice.
Upon completion of the course, students should be able to • Apply appropriate branding theories and toolkits to solve practical case studies • Critically evaluate different approaches to measure brand performance • Align epistemological assumptions with appropriate approach • Exhibit fluency with the building blocks of branding strategies • Identify appropriate segmentation strategieson appropriate bases, define targets and relevant brand positioning techniques • Understand the evolutionary trajectory of consumer brand management
Content
We will examine the strategic importance of brand development in driving organizational success. The topics
covered will explore the development of brand practices across key company functions and strategic corporate
initiatives including: product launch, reorganization, competitive threat, identity development, communications
and customer experiences.
Location and time
February 14- May 27, 2022
Oppimateriaali ja suositeltava kirjallisuus
Keller, K. L. 2012. Strategic Brand Management. Building, Measuring and Managing Brand Equity, 4th edition, NJ: Prentice-Hall.
Additional Material / Recommended Reading Material
Kapferer, J.N. 2012. The New Strategic Brand Management. Advanced Insights & Strategic Thinking. Fifth Edition.
Keller K., Aperia, T. & Georgeson, M., 2012, Strategic Brand Management: A European Perspective. Prentice-Hall.
The teacher incharge will provide you with the lecture notes lectures note that contains academic literature, videos, blogs, short article, etc. related to the focused topic are
Teaching methods
Course follows combined face-to-face and distance learning methods where students participate in lectures, workshops and other study activities organized in classroom. Furthermore, a student also completes separate individual and group assignments as supplementary independent studies utilizing virtual study platforms and materials.
Exam schedules
The final item of assessment in the brand management course is the individual project. For an individual project, students need to develop a brand marketing communication plan. The brand communication plan include Use of marketing communication tool both traditional and digital to build brand Using secondary association to build brand
For preparing a brand marketing communication plan, you may consider one question of your choice mention below
a) As a customer, you are the recipient of brand marketing communication, select a company that you like and describe its brand marketing communication, secondary association and suggest the ways to improve it?
or
b) If you are working in a company then you may consider this: What kind of brand marketing communication your company is using to build its brand and suggest the ways to improve it?
or
c) If you want to open your own company: Make a brand marketing communication plan for your own company using marketing communication tools both traditional and digital to build brand and secondary association
General instruction
The plan should be a maximum of ten pages in length (including cover page and contents). The plan should be written according to JAMK reporting instructions.
Student workload
135 hours
- Lessons 32 h
-Assignments, presentations 48
-Independent reading and research 55
Further information
avoin amk 3
Evaluation scale
0-5
Arviointikriteerit, tyydyttävä (1-2)
Sufficient 1
You demonstrate theoretical and conceptual knowledge to identify and analyze brand management using the given case. You know partly how to apply information in decision making. You know the meaning of brand management in strategic management. The theory base is limited.
Satisfactory 2
You are able to select and apply appropriate approaches to analyze own brand management problems and utilize them. You write a quite modest report.
Arviointikriteerit, hyvä (3-4)
Good 3
You analyze critically the problems of brand management of own organization and devise solutions to these problems and communicate them also internationally. You are able to write an almost impeccable report, which includes discussions of organizational level and/or own expertise level.
Very good 4
You analyze critically the problems of brand management of own organization and change and develop the practices of the brand management. You are able to write a quality report, which includes also international references.
Assessment criteria, excellent (5)
Excellent 5
You develop a new practical solution of the brand management with a connection to the strategic management of the organization. You write a high-quality, printable and reflecting report with constructive criticism, which includes several international references.
Qualifications
Bachelor's degree
Further information
The lecturer of the course will be informed later in January 2021
Enrollment
01.11.2021 - 09.01.2022
Timing
17.01.2022 - 25.03.2022
Number of ECTS credits allocated
5 op
Virtual portion
5 op
Mode of delivery
Online learning
Unit
School of Business
Teaching languages
- English
Seats
0 - 45
Degree programmes
- Master’s Degree Programme in Business and Financial Management
- Master’s Degree Programme in Tourism and Hospitality Management
Teachers
- Heidi Neuvonen
Groups
-
YHO21S1Organisaation ja talouden johtaminen (YAMK)
-
YMJ21S1Matkailu- ja palveluliiketoiminnan johtaminen (YAMK)
-
YHO20SAOrganisaation ja talouden johtaminen (YAMK)
-
YMJ20S1Matkailu- ja palveluliiketoiminnan johtaminen
-
YHO20S1Organisaation ja talouden johtaminen
-
ZJA22KHAvoin AMK, lita
Objective
Branding is as important for culture and politics as it once was for market commodities. But what is it that makes brands and branding powerful? What explains the global diffusion of branding techniques? Or at an even more fundamental level, what is a brand? How do we go about building a brand? How do we go about managing a brand that already exists? What are the challenges that managers, marketing firms and consumers face when interacting with brands? How do different stakeholders created and maintain brands in dynamic environments? These are some of the questions that this course will attempt to answer. In this course, we will examine multiple theoretical perspectives on ‘brand’ and will understand how each theoretical approach involves a different brand management toolkit. We will approach branding from multiple perspectives – from rational branding to emotional branding to cultural branding.
To complement the theoretical foundations, we will discuss real life strategic challenges that brand and their managers face and learn from the success and failure of particular brand strategies. We will also understand how brands and brand management have evolved in the 21st century and what are the key ethical, environmental and socio-cultural implications of brand management’s evolutionary trajectory. We will explore concepts such as unique selling proposition (USP), mindspace positioning, cultural brand strategy and performance metrics such as brand equity, brand love, share of voice.
Upon completion of the course, students should be able to • Apply appropriate branding theories and toolkits to solve practical case studies • Critically evaluate different approaches to measure brand performance • Align epistemological assumptions with appropriate approach • Exhibit fluency with the building blocks of branding strategies • Identify appropriate segmentation strategieson appropriate bases, define targets and relevant brand positioning techniques • Understand the evolutionary trajectory of consumer brand management
Content
We will examine the strategic importance of brand development in driving organizational success. The topics
covered will explore the development of brand practices across key company functions and strategic corporate
initiatives including: product launch, reorganization, competitive threat, identity development, communications
and customer experiences.
Location and time
Moodle virtual learning environment
Oppimateriaali ja suositeltava kirjallisuus
Keller, K. L. 2012. Strategic Brand Management. Building, Measuring and Managing Brand Equity, 4th edition, NJ: Prentice-Hall.
Kapferer, J.N. 2012. The New Strategic Brand Management. Advanced Insights & Strategic Thinking. Fifth Edition.
Keller K., Aperia, T. & Georgeson, M., 2012, Strategic Brand Management: A European Perspective. Prentice-Hall.
Davis, John. Magic Numbers for Consumer Marketing: Key Measures to Evaluate Marketing Success
Keller K & Lehmann D, 2006, Brands and Branding: Research Findings and
Future Priorities. MARKETING SCIENCE, Vol. 25, No. 6, November-December 2006, pp. 740-759, ISSN 0732-23991 EISSN 1526-548X1061250610740 DOI 10.1287/mksc.l050.0153
Teaching methods
This is 100 % online course,
There will be online webinars on regular basis
We follow flipped - classroom agenda which is an innovative marketing education in the digital era
You are expected to familiarize yourselves with new and unfamiliar subject content in your own time PRIOR TO COMING TO THE ONLINE webinar
Pre-learning enables you to use the online-webinar time on task-based activities with peer students and lecturer
Traditional lectures are replaced with prerecorded lectures, videos, readings
Online webinars are primarily for interaction, rather than instruction
Student workload
135 h which includes online webinars, independent studying, completion of the portfolio assignment
Content scheduling
To be informed on the Moodle learning environment
Further information
Avoin AMK
3
Evaluation scale
0-5
Arviointikriteerit, tyydyttävä (1-2)
Sufficient 1
You demonstrate theoretical and conceptual knowledge to identify and analyze brand management using the given case. You know partly how to apply information in decision making. You know the meaning of brand management in strategic management. The theory base is limited.
Satisfactory 2
You are able to select and apply appropriate approaches to analyze own brand management problems and utilize them. You write a quite modest report.
Arviointikriteerit, hyvä (3-4)
Good 3
You analyze critically the problems of brand management of own organization and devise solutions to these problems and communicate them also internationally. You are able to write an almost impeccable report, which includes discussions of organizational level and/or own expertise level.
Very good 4
You analyze critically the problems of brand management of own organization and change and develop the practices of the brand management. You are able to write a quality report, which includes also international references.
Assessment criteria, excellent (5)
Excellent 5
You develop a new practical solution of the brand management with a connection to the strategic management of the organization. You write a high-quality, printable and reflecting report with constructive criticism, which includes several international references.
Qualifications
Bachelor's degree
Further information
The lecturer of the course will be informed later in January 2021