Brand Management (YHYYM310)

Brand Management, 5 cr - YHYYM310

Sustainable Brand Management (YHYYM310-3012), 28.08.2023 – 19.12.2023,
5 cr (ZJA23SH, ...) — Face-to-face + -
Language of instruction

English

Timing

28.08.2023 - 19.12.2023

Lecturer(s)

Sunday Olaleye

Planned learning activities, teaching methods and guidance

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.

Learning materials and recommended literature

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.

Campus

Main Campus

Exam dates and re-exam possibilities

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.

Learning assignments and student workload

135 hours
- Lessons 32 h
-Assignments, presentations 48
-Independent reading and research 55

Enrollment

01.08.2023 - 24.08.2023
Groups
- ZJA23SH
- YHS22S1
- YBB22S1
Seats

0 - 50

Assessment methods

avoin amk 3

Degree Programme

Master's Degree Programme in Sport Business Management, Master's Degree Programme in International Business Management

Mode of delivery

Face-to-face

Share of R&D studies

0.00 cr

Share of virtual studies

0.00 cr

Unit

School of Business
Sustainable Brand Management (YHYYM310-3013), 12.02.2024 – 20.05.2024,
5 cr (HKV24KDIBM, ...) — Face-to-face + -
Language of instruction

English

Timing

12.02.2024 - 20.05.2024

Lecturer(s)

Sunday Olaleye

Planned learning activities, teaching methods and guidance

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.

Learning materials and recommended literature

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.

Campus

Main Campus

Exam dates and re-exam possibilities

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.

Learning assignments and student workload

135 hours
- Lessons 32 h
-Assignments, presentations 48
-Independent reading and research 55
Groups
- HKV24KDIBM
- YBB24VKN
- HKV23SDIBM
Seats

0 - 50

Assessment methods

avoin amk 3

Degree Programme

Diploma in International Business Management

Mode of delivery

Face-to-face

Share of R&D studies

0.00 cr

Share of virtual studies

0.00 cr

Unit

School of Business
Sustainable Brand Management (YHYYM310-3014), 12.02.2024 – 20.05.2024,
5 cr (HKV24KDIBM, ...) — Face-to-face + -
Language of instruction

English

Timing

12.02.2024 - 20.05.2024

Lecturer(s)

Sunday Olaleye

Planned learning activities, teaching methods and guidance

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.

Learning materials and recommended literature

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.

Campus

Main Campus

Exam dates and re-exam possibilities

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.

Learning assignments and student workload

135 hours
- Lessons 32 h
-Assignments, presentations 48
-Independent reading and research 55
Groups
- HKV24KDIBM
- YBB24VKN
- HKV23SDIBM
Seats

0 - 50

Assessment methods

avoin amk 3

Degree Programme

Diploma in International Business Management

Mode of delivery

Face-to-face

Share of R&D studies

0.00 cr

Share of virtual studies

0.00 cr

Unit

School of Business
Show all (3) Hide

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

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.

Face-to-face learning and distance learning

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

The lecturer of the course will be informed later in January 2021

Bachelor's degree

0-5

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.

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.

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.

Brand Management, 5 cr - YHYYM310

Upcoming implementations