This course is taught in autumn.
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 area.
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?
b) If you are working in a company than 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?
c) If you want to open your own company: Make a brand marketing communication plan for your own company using marketing communication tool both traditional and digital to build brand and secondary association
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.
03.09.2020 - 15.11.2020
Brand Management course worth 5 ECTS.One ECTS corresponds to an average of 27 hours of work, which means that the load of 5 ECTS approximately 135 hours.
Student Workload in hours
Assignments 70 hours
Independent study 65 hours
Total of 135 hours
03.08.2020 - 30.08.2020
You have the right to apply for recognition of your studies if you have prior learning (e.g. university studies completed elsewhere) that can be accredited towards the degree you are currently completing.
The recognition of prior learning is possible in three primary ways: accreditation (replacement or inclusion), recognition of informal learning and studification. More precise info: JAMK Degree Regulations, section 17.
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Master's degree studies. Recognition of prior learning (RPL) can be obtained on the basis of prior learning. Recognition of prior learning is subject to an application which correctly points out the competencies consistent with the course objectives. In addition, proof of the successful completion of the development assignment is required.
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