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Brand Strategy (5 cr)

Code: LT00CF24-3001

General information


Enrollment
01.08.2023 - 30.09.2023
Registration for the implementation has ended.
Timing
01.08.2023 - 31.12.2023
Implementation has ended.
Number of ECTS credits allocated
5 cr
Local portion
5 cr
Mode of delivery
Contact learning
Unit
Business
Teaching languages
Finnish
Degree programmes
BACHELORS DEGREE IN BUSINESS ADMINISTRATION
Teachers
Outi Lundahl
Groups
LLT22SM
LLT22SM
AMA22S
AMA22S
Course
LT00CF24
No reservations found for realization LT00CF24-3001!

Objective

The student understands how branding functions as a strategic tool for a company. He/she learns to identify, analyze, and solve branding-related tasks and objectives. He/she develops the ability to compare and utilize brand theories and theoretical frameworks in a practical manner linked to specific branding goals.

Content

Symbolic and cultural meanings of brands
Brand identity, brand image, brand promise, brand equity
Processes and models of brand building
Creating brand strategy and brand management
Measuring the effectiveness of branding
Current trends, megatrends, and practices in branding

Materials

Petri Uusitalo: Brändi ja business. Mainostajien liitto 2014

Teaching methods

Lähiopetus, ryhmässä työskentely.

Exam schedules

Kurssin lopussa.

Completion alternatives

Ahotointi.
Sovitaan tapauskohtaisesti.

Student workload

5 op = 134 h opiskelijan työtä

Evaluation scale

0 - 5

Assessment criteria, excellent (5)

The student is able to describe the contents of brand strategy concepts and elements in a versatile and knowledgeable manner. They can comprehensively evaluate strategic choices made and the resulting outcomes, as well as future prospects for various example companies, comparing different alternatives in practical situations and reflecting on their learning. Their solutions to given tasks demonstrate a diverse understanding of the subject matter.

Assessment criteria, good (3)

The use and utilization of brand strategy concepts are consistent, and structuring of the overall framework is logical. The student can also effectively employ and apply key concepts and elements when analyzing or solving practical case situations and tasks.

Assessment criteria, satisfactory (1)

The student is able to broadly describe the basic concepts and their contents within the subject area. However, their understanding of the overall scope of the subject and the use of concepts is lacking. The student utilizes the necessary concepts to some extent in task solving, but their application of concepts in practical exercises is only partially successful.

Assessment methods and criteria

Ryhmätyö 50 %
Yksilötentti 50 %

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