Branding (5 ECTS)

Objective

The student understands the concept of brand equity and key topics related to strategic brand management. The student recognizes the tools needed for brand development and the importance of successful branding as means to add customer value and provide protection against competition. The student develops critical thinking related to branding, understands ethical issues related to branding and acquires collaborative team and group working skills.

Content

- Introduction to Branding
- The concept of brand equity
- Strategic brand management process
- Emotion and Brands
- Symbolic meaning of brands
- Cultural meaning systems and brands
- Ethical perspectives related to branding

Location and time

Lectures mainly on campus at Myyrmäki
Some online lectures

Materials

Lecture notes by the lecturer
Possible additional articles assigned by the lecturer
One book on branding (book list provided by the lecturer, books available via Metropolia’s library)

Teaching methods

Weekly lectures on campus
Group assignments during lectures
Individual and pair assignments in between lectures
Individual book review
Final exam
Visiting lecturers from companies

Employer connections

Visiting lecturers from companies

Exam schedules

Final exam during week 48 (retakes week 50 and 51)

Completion alternatives

Please contact the lecturer to discuss

Content scheduling

Independent book assignment work during weeks 41 and 42 - no lectures

Evaluation scale

0-5

Assessment criteria, satisfactory (1)

The student has achieved the course objectives fairly. The student will be able to identify, define and use the course subject area’s concepts and models. The student understands the criteria and principles of the expertise development.

Assessment criteria, good (3)

The student has achieved the course objectives well, even though the knowledge and skills need improvement on some areas. The student is able to define the course concepts and models and are able to justify the analysis. The student is able to apply his/her knowledge in leisure, study and work situations. The student understands the importance of expertise in the field of business and is able to analyze his/her own expertise.

Assessment criteria, excellent (5)

The student has achieved the objectives of the course with excellent marks. The student masters commendably the course subject area’s concepts and models The student is able to make justified and fluent analysis and to present concrete development measures. The student is well prepared to apply his/her knowledge in leisure, study and work situations. The student is able to analyze the business sector expertise and the development of his/her own expertise.

Assessment criteria, approved/failed

The student has achieved the course objectives fairly. The student will be able to identify, define and use the course subject area’s concepts and models. The student understands the criteria and principles of the expertise development.

Assessment methods and criteria

Weekly lectures on campus
Group assignments during lectures
Individual and pair assignments in between lectures
Individual book review
Final exam
Visiting lecturers from companies - points from reports from the visits
Additional bonus points from active participation in the lectures

Qualifications

Marketing or equivalent studies