Opinto-opas

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.