Brand ManagementLaajuus (5 cr)

Objective

Students know the theoretical framework of brand management and know the meaning of brands in strategic management. They are able to analyse customer relationship and interpret and utilize this information in strategic brand management. Students are capable to develop brand management strategies and practices of the organisation.

Content

Brand management process, Brand strategies, Brand building, Brand elements, Brand portfolio, Brand manuals, Integrated marketing communication, Brand extension, Brand equity, Brand valuation.

Qualifications

The student has ompetence in marketing analysis, planning and implementation.

Assessment criteria, satisfactory (1)

1 ( sufficient)
The student demonstrates theoretical and conceptual knowledge to identify and analyse brand management using given case. The student knows how to apply information in decision making. The student knows the meaning of brand management in strategic management.
2 (satisfactory)
The student is able to select and apply appropriate approaches to analyse own brand management problems and utilize them.
3(good)
The student analyze critically the problems of brand management of own organization and devise solutions to these problems and communicate them also internationally.
4(very goog)
The student analyze critically the problems of brand management of own organization and change and develop the practices of the brand management.
5(excellence)
The student develops a new practical solution of the brand management with a connection to strategic management of the organization.