Strategic Branding and Marketing CommunicationLaajuus (5 cr)
Code: 4_LIF5300
Credits
5 op
Learning objectives
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.
Content
- 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
Prerequisites
Effective Marketing or similar.
Materials
Aaker, D: Building Strong Brands.
Keller, K: Strategic Brand Management, 2008.
Fournier, Breazeale & Fetscherin, edited: Consumer-brand relationships, 2012.
Other material provided by teacher.
Qualifications
Effective Marketing or similar.
Enrollment
01.08.2024 - 15.09.2024
Timing
01.09.2024 - 31.12.2024
Credits
5 op
Mode of delivery
Contact teaching
Teaching languages
- English
Degree programmes
- Degree Programme in International Business
Teachers
- Virpi Oksanen
Student groups
-
LI22SPInternational Business
Teaching methods
Introductory lectures, guided exercises, cases, active participation, literature and articles.
Assessment on exam (60%) and group work (40%).
Student workload
In class meetings 26h.
Exam and preparation 20h.
Group work 40h.
Literature, articles and other material 49h.
Qualifications
Effective Marketing or similar.
Materials
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.
Further information
Incoming exchange students may enroll as well.