Brand Management and Consumer BehaviourLaajuus (4 cr)

Objective

After completing the course, the student understands the importance of brand strategies as part of an overall business strategy. They are able to build a product brand by applying the principles of branding, communication, and marketing. The student recognizes changes in the market and factors influencing consumer behavior. They are capable of creating and maintaining collaboration networks and customer interactions.

Content

- Principles, models, and concepts of brand management
- Brand perception formation and storytelling
- Product brand development and management
- Brand strategies
- Market changes and current trends
- Consumer behavior
- Collaboration networks

Assessment criteria, satisfactory (1)

The student is aware of the importance of brand strategies as part of the overall business strategy. The student builds a product brand by applying the principles of branding, communication and marketing. They recognize changes in the market and factors that influence purchasing behavior. The student identifies opportunities to reach the customer through several channels. The student understands the importance of cooperation networks and customer interaction.

Assessment criteria, good (3)

The student is able to analyze the importance of brand strategies as part of the overall business strategy. The student builds a product brand by applying the principles of branding, communication and marketing. They recognize changes in the market and factors that influence purchasing behavior. The student is able to reach the customer through several channels, as well as create and maintain cooperation networks and customer interaction.

Assessment criteria, excellent (5)

The student is able to apply brand strategies as part of their overall business strategy, and build a product brand by applying branding, communications and marketing with distinction. The student is able to apply design changes in the market and purchasing behavior factors to their work. The student is able to reach the customer through several channels, as well as to create and maintain cooperation networks and customer interaction successfully.

Assessment criteria, approved/failed

The student is aware of the importance of brand strategies as part of the overall business strategy. The student builds a product brand by applying the principles of branding, communication and marketing. They recognize changes in the market and factors that influence purchasing behavior. The student identifies opportunities to reach the customer through several channels. The student understands the importance of cooperation networks and customer interaction.