Brand Management and Consumer Behaviour (5 cr)

Code: KU00EI40-3004

General information

Enrollment: 02.12.2024 - 15.12.2024
Registration for the implementation has ended.

Timing: 09.01.2025 - 03.03.2025
Implementation has ended.

Number of ECTS credits allocated: 5 cr

Local portion: 5 cr

Mode of delivery: On-campus

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

Campus: Hämeentie 135 D

Teaching languages: Finnish

Seats: 30 - 40

Degree programmes: Cultural Management

Teachers: Elina Leppälä; Riitta Aittokallio

Teacher in charge: Leena Björkqvist

Groups: KXB23S1
Kulttuurituotannon tutkinto-ohjelma päivä

Course: KU00EI40

Implementation has 9 reservations. Total duration of reservations is 38 h 30 min.

Time	Topic	Location
Thu 09.01.2025 time 09:15 - 12:00 (2 h 45 min)	Brändinhallinta ja kuluttajakäyttäytyminen KU00EI40-3004	AR304 Oppimistila Venue
Thu 16.01.2025 time 09:15 - 12:00 (2 h 45 min)	Brändinhallinta ja kuluttajakäyttäytyminen KU00EI40-3004	AR304 Oppimistila Venue
Fri 17.01.2025 time 09:15 - 12:00 (2 h 45 min)	Brändinhallinta ja kuluttajakäyttäytyminen KU00EI40-3004	AR304 Oppimistila Venue
Mon 20.01.2025 time 13:00 - 16:00 (3 h 0 min)	Brändinhallinta ja kuluttajakäyttäytyminen KU00EI40-3004	AR304 Oppimistila Venue
Mon 27.01.2025 time 09:15 - 16:00 (6 h 45 min)	Brändinhallinta ja kuluttajakäyttäytyminen KU00EI40-3004	AR304 Oppimistila Venue
Wed 05.02.2025 time 13:00 - 16:00 (3 h 0 min)	Brändinhallinta ja kuluttajakäyttäytyminen KU00EI40-3004	AR304 Oppimistila Venue
Fri 14.02.2025 time 13:00 - 16:00 (3 h 0 min)	Brändinhallinta ja kuluttajakäyttäytyminen KU00EI40-3004	AR304 Oppimistila Venue
Mon 24.02.2025 time 09:15 - 17:00 (7 h 45 min)	Brändinhallinta ja kuluttajakäyttäytyminen KU00EI40-3004	AR304 Oppimistila Venue
Mon 03.03.2025 time 09:15 - 16:00 (6 h 45 min)	Brändinhallinta ja kuluttajakäyttäytyminen KU00EI40-3004	AR304 Oppimistila Venue

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

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.