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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

10.02.2025 - 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
  • Heidi Neuvonen
  • Heidi Neuvonen
Teacher in charge

Heidi Neuvonen

Groups
  • YBB25VKN
    Bachelor’s degree in Business Administration, EM Normandie (virtual), Spring 2025
  • HKV25KDIBM
    Post-Graduate Diploma in International Business Management
  • HKV24SDIBM
    Post-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
  • HKV24KDIBM
    Post-Graduate Diploma in International Business Management
  • YBB24VKN
    Master’s degree in Business Administration, EM Normandie, Spring 2024
  • YBB24VK
    Master's Degree Programme in International Business, vaihto-opiskelu/Exchange studies
  • HKV23SDIBM
    Post-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
  • ZJK24KH
    Korkeakoulujen välinen yhteistyö, LITA
  • ZJA24KH
    Avoin 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
  • YMJ22S1
    Matkailu- ja palveluliiketoiminnan johtaminen (YAMK)
  • ZJA24KM
    Avoin 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
  • YHS22S1
    Master's Degree Programme in Sport Business Management
  • YBB22S1
    Master'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
  • HKV23KDIBM
    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 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
  • YBB23VKN
    Master’s Degree in International Business Management, EM Normandie, (Master’s)
  • HKV22SDIBM1
    Diploma in International Business Management
  • HKV22SDIBM2
    Diploma in International Business Management
  • YBB23VK
    Master'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
  • HKV22SDIBM1
    Diploma in International Business Management
  • HKV22SDIBM2
    Diploma in International Business Management
  • YBB23VK
    Master'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
  • YHO21S1
    Organisaation ja talouden johtaminen (YAMK)
  • YMJ21S1
    Matkailu- ja palveluliiketoiminnan johtaminen (YAMK)
  • YBB22VS
    Master's Degree Programme in International Business, vaihto-opiskelu/Exchange studies
  • ZJA22SH
    Avoin AMK, lita
  • YHS21S1
    Master's Degree Programme in Sport Business Management
  • YBB21S1
    Master'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
  • HKV22KDIBM2
    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

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
  • YBB22VK
    Master's Degree Programme in International Business, vaihto-opiskelu/Exchange studies
  • YBB22VKN
    Master’s Degree in International Business Management, EM Normandie
  • HKV22KDIBM1
    Diploma in International Business Management
  • ZJA22KH
    Avoin 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
  • YHO21S1
    Organisaation ja talouden johtaminen (YAMK)
  • YMJ21S1
    Matkailu- ja palveluliiketoiminnan johtaminen (YAMK)
  • YHO20SA
    Organisaation ja talouden johtaminen (YAMK)
  • YMJ20S1
    Matkailu- ja palveluliiketoiminnan johtaminen
  • YHO20S1
    Organisaation ja talouden johtaminen
  • ZJA22KH
    Avoin 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