Business design (5 ECTS)

Location and time

The course is structured into main content blocks, with online sessions on the following dates: • Business Model Essentials: 21.01.2025 • Brand Strategy Foundations: 18.02.2025 • Brand Experience and Design: 25.03.2025 On-demand content: • Course Introduction: available 15.1.2025 in Moodle including Introduction task. • Integrating Brand and Business Design: April 2025 Attendance at scheduled online sessions is expected, while on-demand materials can be accessed at the student's convenience.

Materials

Learning materials will be provided through the online learning platform, Moodle. Recommended literature and resources specific to each module will be communicated to enrolled students.

Employer connections

The course includes case studies and examples from current business practice, highlighting the application of theoretical concepts in real-world scenarios.

International connections

The learning environment consists of: • Online sessions via Teams. • Moodle for on-demand content, assignments and online forums for group discussions.

Completion alternatives

No alternative completion methods are provided for this course

Evaluation methods and criteria

Individual learning assignments. Group learning assignments. Participation and activeness during the online lectures.

Student workload

The course is worth 5 ECTS, indicating a total workload of approximately 133 hours. This workload is divided across individual study, group work, and participation in online sessions.

Content scheduling

The course covers the following key areas: 1. Business Model Essentials: Core components of Business Models, Business Model Innovation, Value Creation & Capturing and Value Canvas. 2. Brand Strategy Foundations: Brand strategy principles, crafting brand vision, and the role of brand strategy. 3. Brand Experience and Design: Elements of brand experience, the relationship between brand strategy and design, and methods for optimizing brand experience. 4. Integrating Brand and Business Design: Aligning brand and business models, the impact on success, and strategies for holistic growth and market leadership.

Failed (0)

The student has not met the basic learning outcomes of the course. There is a lack of understanding of the fundamental concepts of business design, an inability to apply theoretical knowledge to practical situations, or the student has not submitted critical pieces of assessment.

Assessment criteria, satisfactory (1-2)

The student demonstrates a minimal understanding of business design principles. The student can identify basic concepts but struggles with application and critical analysis. There may be significant errors or omissions in the student’s work, and there is limited evidence of the ability to construct coherent outcomes.

Assessment criteria, good (3-4)

The student comprehends the course content and can apply key concepts of business design to typical scenarios with some competence. The student can perform analyses and develop strategies that are correctly structured but may lack depth, creativity, or detail. There is an understanding of brand experience and business model integration, but the insights may be conventional rather than innovative.

Assessment criteria, excellent (5)

The student excels in understanding and applying business design concepts. The student can critically analyze complex situations, develop innovative strategies, and create comprehensive business design plans. The student demonstrates the ability to lead in the creation and optimization of brand experiences, and the work reflects a strategic, thoughtful approach to integrating brand and business goals for market leadership.

Teaching methods

The course is delivered entirely online and comprises both scheduled online sessions and on-demand content in Moodle. The teaching methods include lectures, interactive discussions, and practical assignments designed to enhance understanding of business and brand design.

Further information

Students should have a basic understanding of business concepts. Prior coursework in strategy or marketing is helpful but not required.

Evaluation scale

1-5