The lectures take place in Rajakatu campus from 13.02.2023 to 26.05.2023.
This course follows face-to-face learning methods where students participate in lectures, workshops and other study activities organized in classroom.
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.
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?
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?
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.
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.
13.02.2023 - 26.05.2023
- Lessons 32 h
-Assignments, presentations 48
-Independent reading and research 55
avoin amk 3 (not translated)
Diploma in International Business Management
School of Business