Branding (5 cr)
Code: LX00AD76-3010
General information
Enrollment
10.01.2020
Timing
13.01.2020 - 31.05.2020
Number of ECTS credits allocated
5 op
Mode of delivery
Contact teaching
Unit
School of Business
Campus
Leiritie 1
Teaching languages
- English
Seats
20 - 35
Degree programmes
- Degree Programme in International Business and Logistics
- Degree Programme in European Business Administration
Teachers
- Erkki Alanen
Teacher in charge
Erkki Alanen
Groups
-
LITO_VVVapaastivalittavat, liiketalous
-
LB17L_MIncoming DD La Rochelle 3rd year students Marketing
-
LC17R_MIncoming DD Rennes 3rd year students Marketing
Objective
The course will highlight the importance and complexity of branding. A socio-cultural approach will be taken in addition to the cognitive, information-processing approach to branding which currently reigns supreme. At the completion of the course, students will:
• be familiar with the socio-cultural meaning of brands, brand equity, and key topics related to managing a brand
• recognize the importance of successful branding as a means to add customer value and provide protection from price competition and pressures towards commoditization
• have developed her/his critical thinking abilities through the use of assigned readings (based on peer-reviewed journal articles) and discussions
• understand the tools needed for carrying out a brand audit
• have acquired collaborative team and group working skills
Content
The course will take a look at the following topics:
• Introduction to Branding
• Understanding the socio-cultural meaning of brands
• Emotion and Brands
• Symbolic meaning of brands
• Cultural meaning systems and brands
• Brand equity
• Auditing and measuring brand equity
• Brand strategies
Evaluation scale
0-5
Assessment criteria, satisfactory (1)
Sufficient performance: showing just enough understanding of the subject to merit a pass grade but requiring greater effort to achieve a more satisfactory result
Assessment criteria, good (3)
Good performance: showing strong understanding of basic concepts and good grasp of techniques, but with certain minor problems still requiring further attention
Assessment criteria, excellent (5)
Excellent performance: not only fulfils all standard requirements but demonstrates originality and imagination
Prerequisites
English Language Proficiency
First year core business studies