Strategic Brand Management (5 ECTS)

Objective

After completing the course, the student is able to:
• expand their professional skills to strategic brand management and leadership skills.
• understand the importance of information technology and enterprise information systems in their work, and the importance of well-being at work for brand success.
• make decisions based on individual, company and brand perspectives.

Content

• Bases of strategic thinking
• Strategic monitoring of the operating environment: megatrends, brand positioning and utilizing the information produced by the enterprise information system
• Strategic brand management for visual identity
• Strategic management of in-house branding
• Strategic visibility of the brand, e-commerce and managing the brand's online environment
• Work community activities and employee wellbeing

Location and time

Time and location instructions here.
5.2. 9.00 - 15.30 Zoom (network connections)
26.2. 9.00 - 15.30 Zoom
19.3. 9.00 - 15.30 Zoom
16.4. 9.00 - 15.30 Tapahtumasali 1

Materials

Learning materials and recommended literature instructions here.
Suuri integraatiokirja - Markkinointi, myynti, viestintä Markku Vierula, 2014 Talentum

Also e book

Palvelujen johtaminen ja markkinointi, Christian Grönroos, 2015 Talentum

Suuri markkinointikirja, Timo J Rope uusin painos, Talentum

Työhyvinvointi, Marja-Liisa Manka 2016, talentum pro (also e book)

Strateginen johtaminen: menestyksen timantti, Mika Kamensky 2014, Talentum (also e book)

Intohimona brändit

Intohimona brändit-kolme vuosikymmentä brändien parissa. Vahtola Marina

Other literature, according to the student`s own choice

Teaching methods

Planned learning activities and teaching methods instructions here.
Lectures and assignment

Employer connections

Internship and working life connections instructions here.
Working life cooperation. The learning task is based on a company interview.

Exam schedules

Exam schedule instructions here.
No exam.
Learning task, brand analysis.

International connections

International connections instructions here.

Completion alternatives

Alternative methods of completion instructions here.
No optional execution method

Student workload

Students workload instructions here.
One credit is 27 working hours, the total of the course is 135 working hours, 27 hours are taken as contact teaching.
The amount of independent work is 109 hours.

Content scheduling

Content periodicity instructions here.

Further information

Further information for students instructions here.

Evaluation scale

0-5

Assessment criteria, satisfactory (1)

• The student has partly reached the goals of the course.
• The student has applied information to a satisfactory degree, and can utilize literature in their assignments.

Assessment criteria, good (3)

• The student has reached the goals of the course well.
• The student has obtained and applied information well, and can utilize it in their assignments.

Assessment criteria, excellent (5)

• The student has reached the goals of the course to an excellent degree.
• The student has obtained and applied information distinctively, and can utilize it in their assignments.

Assessment criteria, approved/failed

• The student has partly reached the goals of the course.
• The student has applied information to a satisfactory degree, and can utilize literature in their assignments.

Assessment methods and criteria

Evaluation criteria - satisfying (1)
• The student has partly reached the goals of the course.
• The student has applied information to a satisfactory degree, and can utilize literature in their assignments.
Good
• The student has reached the goals of the course well.
• The student has obtained and applied information well, and can utilize it in their assignments.
Commendable grade
• The student has reached the goals of the course to an excellent degree.
• The student has obtained and applied information distinctively, and can utilize it in their assignments