Brand Management and Consumer Behaviour (5 cr)

Code: KU00EI40-3003

General information

Enrollment: 27.11.2023 - 17.12.2023
Registration for the implementation has ended.

Timing: 01.01.2024 - 17.03.2024
Implementation has ended.

Number of ECTS credits allocated: 5 cr

Mode of delivery: On-campus

Unit: (2019-2024) School of Cultural Services and Music

Campus: Hämeentie 135 D

Teaching languages: Finnish

Degree programmes: Cultural Management

Teachers: Kulttuurituotanto Kulttuuripalvelut

Teacher in charge: Leena Björkqvist

Groups: KXB22S1
Kulttuurituotannon tutkinto-ohjelma päivä

Course: KU00EI40

Implementation has 8 reservations. Total duration of reservations is 51 h 15 min.

Time	Topic	Location
Mon 15.01.2024 time 09:15 - 16:00 (6 h 45 min)	Brändinhallinta ja kuluttajakäyttäytyminen HUOM! Opetus on Myllypurossa!	MPA2029 Vuorovaikutusluokka
Mon 22.01.2024 time 09:15 - 16:00 (6 h 45 min)	Brändinhallinta ja kuluttajakäyttäytyminen KU00EI40-3003	AR303 Oppimistila Stage
Mon 29.01.2024 time 09:15 - 16:00 (6 h 45 min)	Brändinhallinta ja kuluttajakäyttäytyminen KU00EI40-3003	AR303 Oppimistila Stage
Mon 05.02.2024 time 09:15 - 16:00 (6 h 45 min)	Brändinhallinta ja kuluttajakäyttäytyminen KU00EI40-3003	AR303 Oppimistila Stage
Mon 12.02.2024 time 09:15 - 16:00 (6 h 45 min)	Brändinhallinta ja kuluttajakäyttäytyminen KU00EI40-3003	AR304 Oppimistila Venue
Mon 26.02.2024 time 09:15 - 16:00 (6 h 45 min)	Brändinhallinta ja kuluttajakäyttäytyminen KU00EI40-3003	AR303 Oppimistila Stage
Mon 04.03.2024 time 12:00 - 16:00 (4 h 0 min)	Brändinhallinta ja kuluttajakäyttäytyminen KU00EI40-3003	AR303 Oppimistila Stage
Mon 11.03.2024 time 09:15 - 16:00 (6 h 45 min)	Brändinhallinta ja kuluttajakäyttäytyminen KU00EI40-3003	AR303 Oppimistila Stage

Changes to reservations may be possible.

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

Location and time

Materials

Teaching methods

Employer connections

Exam schedules

International connections

Completion alternatives

Student workload

Content scheduling

Further information

Evaluation scale

0-5

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.