Strategic Branding and Marketing CommunicationLaajuus (5 op)
Tunnus: 4_LIF5300
Laajuus
5 op
Osaamistavoitteet
The students will understand the meaning of strategic brands in the success of an organisation. The connection between branding and the overall management of the organisation will become clearer. The student will also learn the process of methodical brand building and the tools and methods of implementation.
Sisältö
- Meaning of brands in regards to purchase behavior
- Meaning of brands in regards to organizational achievement
- Brand strategies and branding as a strategic issue
- Brand building elements, concepts and process
- Brand equity and benefits
Esitietovaatimukset
Effective Marketing or similar.
Oppimateriaalit
Aaker, D: Building Strong Brands.
Keller, K: Strategic Brand Management, 2008.
Fournier, Breazeale & Fetscherin, edited: Consumer-brand relationships, 2012.
Other material provided by teacher.
Esitietovaatimukset
Effective Marketing or similar.
Ilmoittautumisaika
01.08.2024 - 15.09.2024
Ajoitus
01.09.2024 - 31.12.2024
Laajuus
5 op
Toteutustapa
Lähiopetus
Yksikkö
Kansainväliset AMK-koulutukset
Opetuskielet
- Englanti
Tutkinto-ohjelma
- Degree Programme in International Business
Opettaja
- Virpi Oksanen
Opiskelijaryhmät
-
LI22SPInternational Business
Toteutuksen kuvaus
Introductory lectures, guided exercises, cases, active participation, literature and articles.
Assessment on exam (60%) and group work (40%).
Opiskelijan ajankäyttö
In class meetings 26h.
Exam and preparation 20h.
Group work 40h.
Literature, articles and other material 49h.
Esitietovaatimukset
Effective Marketing or similar.
Oppimateriaali ja suositeltava kirjallisuus
Coleman; Building Brand Experiences; a practical guide to retaining brand relevance. 2018. Kogan Page.
Fournier, Breazeale & Fetscherin, edited: Consumer-brand relationships, 2012.
Guzman, Veloutson & Peppu: Brand Equity; defining, measuring and managing brand equity. 2017. Emerald Publishing Ltd.
Keller & Swaminathan: Strategic Brand Management: building, measuring and managing brand equity. 2020. Pearson Education. eBook.
McDonald; Brand identity; the must have guide on branding, brand strategy & brand development; craft and design an irresistable strong brand business. 2020.
Other material provided by teacher.
Lisätietoja opiskelijoille
Incoming exchange students may enroll as well.