Brand Management (5 cr)

Evaluation scale

0-5

Content scheduling

During the course, independent study of literature, lectures and exercises will alternate.

Objective

The object of the course
After completing the course, you will be able to systematically manage and develop a brand as a business tool.

Course competences
Proactive development
Sustainable development
Operating in a workplace

The learning objectives of the course
During this course, you will study how a brand is used for creating value for the customer and competitive advantage for the company. You are familiar with the principal theories and concepts of brand management and understand their content. You understand the strategic significance of brand building in the company’s business. You are able to produce brand analyses and build a brand strategy to increase brand value. You understand the significance of consistent and distinctive brand management and are able to implement a brand construction programme in a goal-oriented, profitable and legally correct manner.

Content

The principal themes discussed during the course include brand analyses, brand identity and image, brand position, brand building process, brand architecture, monitoring the performance and effectiveness of brand marketing using different brand indicators, and brand management.

Materials

Keller, K. L. & Swaminathan, V. (2020). Strategic brand management: Building, measuring, and managing brand equity (Fifth edition. Global edition.). Harlow, England: Pearson.
Journal of Brand Management. London: Palgrave Macmillan UK.
Kapferer, J. (2012). The new strategic brand management: Advanced insights and strategic thinking (5th ed.). London ; Philadelphia: Kogan Page

Teaching methods

Independent study of the theories and concepts of the subject area
Classroom and distance lectures
Expert lectures
Individual and group assignments that are completed throughout the duration of the course

Employer connections

Organisation cases

Exam schedules

The learning assignments during the course will be completed in accordance with the timetable given at the beginning of the course.

Completion alternatives

Accreditation (replacement and inclusion)
Recognition of prior learning and experience acquired in other ways
More detailed instructions can be found from the Degree Regulations and the Study Guide

Student workload

Lectures 18 h
Virtual learning 25 h
Exercises 65 h
Independent work 27 h

Assessment criteria, satisfactory (1)

Adequate 1
You understand the main concepts, theories and methods of brand management and you are able to describe the implementation with them. You address the topic from different points of view. You interpret the results and present development suggestions. You work in different problem solving situations independently and according to given instructions. You recognise your interaction skills and you are able work in a goal-oriented way in groups. You disclose and rationalise your perspectives. You take responsibility for your work. You can evaluate and recognise the objects of improvement in your own expertise in relation to brand management. Your reporting is illustrative but contains some illogicalities and shortcomings. Your text is unstructured and there repeatedly occur some language and style errors. There are some deficits complying with JAMK reporting instructions.

Satisfactory 2
You understand the main concepts, theories and methods of brand management and you are able to implement these in the rationalisation of your conclusions. You can present applicable solutions based on the results. You have the practical skills to survive known situations. You can co-operate responsibly in problem-solving situations. You can adapt and develop your interaction skills to different situations. You take responsibility for your peers work. You can evaluate and recognise the objects of improvement in your own expertise in relation to brand management. Your reporting is logical and illustrative but has some shortcomings. Your text is unstructured and there repeatedly occur some language and style errors. There are some deficits complying JAMK reporting instructions.

Assessment criteria, good (3)

Good 3
You can analyse and categorise the main concepts and theories of brand management in your conclusions. You can combine different knowledge, skills and methods in problem solving situations. You can analyse and compare results and present an applicable solution based on them. You manage the practical skills you need to work independently. You show skills of solving problems related to this line of business. You can organise and take responsibility for your group’s work. You can argument your points of view in interaction. You can analyse and reason your expertise and improvement points in brand management. Your reporting is coherent, justifiable and illustrative. Your text is structured and there occurs occasional language and style errors. You follow JAMK reporting instructions.

Very Good 4
You can evaluate, analyse and utilise the main concepts and theories of brand management in your conclusions. You can evaluate and explain the results and the process leading to them based on the set objectives. You show the ability to differentiate the relevant aspects and make a justifiable decision in multifunctional problems within this line of business. You can present applicable conclusions and development suggestions. You possess practical skills in which you apply the knowledge. You can organise the work of the community and take responsibility for the group tasks and problem solving. You are able to have reciprocal discussion aiming at overall understanding and strengthening co-operation between the participants. You take responsibility for the development of the group and the individuals in it. You can analyse your expertise in different sectors reflectively and show your improvement in regards to brand management. Your reporting is logical, analytical and professional. Your text is structured, fluent and mainly error-free. You follow JAMK reporting instructions.

Assessment criteria, excellent (5)

Excellent 5
You can critically evaluate and utilise the main theories, concepts, research, methods and principles of brand management in your solutions. You can define and interpret the central concepts and theories in this line of business based on accurate knowledge and research publications. You can produce new points of view and make generalisations. You evaluate, analyse and compare the process, results and recommendations in relation to set objectives and criteria. You possess the practical skills to develop the operations. You lead in a goal-oriented way, by taking responsibility for the projects and tasks in complicated problem solving situations. You work in co-operation and produce new and creative solutions by anticipating changes in the operating environment. You take responsibility for the development of the group and the individuals in it. You are able to have reciprocal discussion aiming at overall understanding and strengthening co-operation between the participants. You reflect and develop your expertise in brand management critically, comprehensively and diversely. Your report cogently, presenting a logical and clear entity. You show critical thinking and your text is argumentative, insightful and almost error-free. You follow JAMK reporting instructions.

Further information

The assessment methods of the course include:

Assessment of one's own competence in connection with group assignments
Peer review related to group assignments
Written and/or oral feedback from the teacher on the competence of the assignments
Course grade based on competence assessments, group assignments and independent assignments