Opetussuunnitelmat

Objective

The student knows the theoretical framework of brand management and knows the meaning of brands in strategic management. The student understands the importance of strategic brand management. The student understands the relevance of brand analysis, brand strategy, planning and control in brand management. The student is able to plan, implement and measure the strategic brand management process in a profitable and legimate manner.

Content

Brand management process, brand building, brand portfolio, brand architecture, measuring and interpreting brand performance.

Oppimateriaali ja suositeltava kirjallisuus

Keller, K.L. 2013. Strategic Brand Management: Global Edition. Pearson.

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

Exam schedules

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

Vaihtoehtoiset suoritustavat

Projectwork, groupwork, written assignments

Student workload

Lectures 16h Independent study 15h Independent groupwork 30h Virtual study 20h

Further information

The course is obligatory for students specializing in Brand Management.

Evaluation scale

0-5

Arviointikriteerit, tyydyttävä (1-2)

5 (Excellent)
The student knows and can critically evaluate broad theories of brand management, core concepts and methods. The student can synthesize a number of different theories to each other. He /she can apply the knowledge and theories in the area of brand management. The student masters the broad range of practical skills, which appear as the ability to take advantage of knowledge and to discover new creative solutions. The student shows he/she is capable of managing diverse professional tasks or projects and problem situations. The student shows his/her ability to work independently as an expert in the field of brand management, and the ability to make decisions and innovative solutions in unpredictable business environments. The student is able to develop a new brand management system in connection with the strategic management of the organisation.
4 (Very Good)
The students knows and can evaluate the broad theories of brand management, core concepts and methods. The student can relate different information to each other. He /she can apply the knowledge and theories in the subject area. The student masters the broad range of practical skills, which appear as the ability to work independently in projects or as an expert in the field of brand management. He/she displays his/her ability to solve complex problems in the field. The student analyses critically the problems of brand management and is able to change and develop the practices of the brand management.
3 (Good)
The student has wide knowledge of the core concepts, theories and methods of brand management. He/she can combine many different types of brand management related information. The student masters the practice of basic and special skills which is needed for working independently. He/she is able to analyse critically the problems of brand management and devises solutions to these problems.
2 (Satisfactory)
The student recognizes the core concepts, theories and methods of brand management. He/she is able to select, apply and utilize appropriate approaches to analyse brand management problems. The student knows the basic practical skills of brand management which she/he needs in familiar circumstances.
1 (Sufficient)
The student partly recognizes the core concepts and/or methods of brand management. He/she knows how to interpret and apply information in decision making. The student knows the meaning of brand management in strategic management.
0 (Fail)
The student doesn’t recognize the core concepts and/or methods of brand management. He/she doesn’t know how to interpret and apply information in decision making. The student doesn’t know the meaning of brand management in strategic management.

Arviointikriteerit, hyvä (3-4)

Good 3
The student has wide knowledge of the core concepts, theories and methods of brand management. He/she can combine many different types of brand management related information. The student masters the practice of basic and special skills which is needed for working independently. He/she is able to analyse critically the problems of brand management and devises solutions to these problems.

Very Good 4
The students knows and can evaluate the broad theories of brand management, core concepts and methods. The student can relate different information to each other. He /she can apply the knowledge and theories in the subject area. The student masters the broad range of practical skills, which appear as the ability to work independently in projects or as an expert in the field of brand management. He/she displays his/her ability to solve complex problems in the field. The student analyses critically the problems of brand management and is able to change and develop the practices of the brand management.

Assessment criteria, excellent (5)

Excellent 5
The student knows and can critically evaluate broad theories of brand management, core concepts and methods. The student can synthesize a number of different theories to each other. He /she can apply the knowledge and theories in the area of brand management. The student masters the broad range of practical skills, which appear as the ability to take advantage of knowledge and to discover new creative solutions. The student shows he/she is capable of managing diverse professional tasks or projects and problem situations. The student shows his/her ability to work independently as an expert in the field of brand management, and the ability to make decisions and innovative solutions in unpredictable business environments. The student is able to develop a new brand management system in connection with the strategic management of the organisation.

Qualifications

Basics of marketing, customer insight analysis, business intelligence, customer understanding, customer needs and motivations, brand strategies.