BrandingLaajuus (5 cr)
Code: 4_MMV9430
Credits
5 op
Learning objectives
The student knows branding history, defines business brand and image as well as personal brand and knows their meaning for business and career. The student understands the development processes of brand image and brand identity and can evaluate them. The student is able to understand, develop and evaluate storytelling in branding, brand marketing and brand management.
Content
The core content of the course is
- overview of the branding history
- business brands and images
- personal branding
- brand image and brand identity
- storytelling in branding
- brand marketing
- brand management and development.
Prerequisites
Basics in Marketing
Materials
The material will be announced during the course.
Qualifications
Basics in Marketing
Enrollment
01.08.2024 - 15.09.2024
Timing
03.09.2024 - 13.12.2024
Credits
5 op
Mode of delivery
Contact teaching
Teaching languages
- English
Degree programmes
- Degree Programme in Tourism and Hospitality Management
Teachers
- Jorma Korhonen
- Virpi Oksanen
Student groups
-
MMA22SPTourism and Hospitality
-
MMB22SPTourism and Hospitality
Teaching methods
The core content of the course is
- overview of the branding history
- business brands and images
- personal branding
- brand image and brand identity
- storytelling in branding
- brand marketing
- brand management and development.
Student workload
Lectures, 21h
Exam, 2h
Independent studies and group works, 112h
= 135h
Practical training and working life cooperation
Visiting lectures
Qualifications
Basics in Marketing
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
Savonia incoming exchange students are able to enroll the course