Brand Management and Consumer BehaviourLaajuus (5 cr)

Objective

On completion of the course the student can
- apply the theoretical foundations and concepts of cultural and experience services
- understand the importance of brand strategies as part of the overall business strategy
- build a product brand by applying the principles of branding, communication and marketing
- identify changes in the market and factors influencing purchasing behavior, and reach customers through multiple channels
- establish and maintain cooperation networks and customer interaction

Content

- Theory of cultural and experience services
- Brand management principles, models and concepts
- Image formation
- Product brand development and management
- Brand strategies
- Market changes and current phenomena
- Purchasing behavior
- Integrated multi-channel customer interaction
- Cooperation networks

Assessment criteria, satisfactory (1)

The student recognizes the theory of cultural and experience services. 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 theory of cultural and experience services. 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 analyze and apply the theory of cultural and experience services. 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 recognizes the theory of cultural and experience services. 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.