Brand ManagementLaajuus (6 cr)

Objective

The participants have the basic knowledge and skills needed in brand building and management. They master the principles and methods of building mental images and can launch them to the clientele. They are able to build an individual brand for a product, service or organization. The participants are able to systematically develop brands with the help of management and development work, as well as to assess the impact of their brand.

Content

Mental images, marketing psychology, strategic choices in marketing, brand portfolio, building brands. Management and brand, brands and sub-brands, productization/commercialization and mental images.

Qualifications

Basic skills in the development of personal competence, team activity and learning, project work and management. Mastery of the basic concepts and theories of marketing.

Assessment criteria, satisfactory (1)

Team entrepreneur’s evaluation is based on general attitude towards the learning, usage of the competence and making the knowledge visible. Participation for the training sessions and practical project work with the customers as well as written essays are part of the evaluation. Self evaluation in the form of reflection papers plays a central role in the evaluation process.
0= No competence
The learner has no competences from the area under evaluation. The performance is far below the target (not enough training session or project work hours, bad quality in essays and reflection papers).
1 = Beginner
The learner understands the basics from the area under evaluation but the attitude towards the learning is weak. Reflections and essays are superficial.
2= Progressed beginner
The learner understands the meaning of the learning attitude in some level and she/he has done some project from the area under evaluation. Essays and reflection papers shows understanding of the theories.
3= operator
The learner has an active attitude towards the learning -> Active participation for the training sessions, the competence area under evaluation is used in different kinds of projects, essays are applied and reflection papers are describing own development.
4= Competent
The learner has an active attitude towards the learning -> the learner is active in developing the content for the training sessions. Essays and reflection papers are profound and analytical in nature.
5=Expert
The learner has a spontaneous and developing attitude towards the learning -> this shows as taking the leadership position in the training sessions. The projects done are diverse as well as the reflection papers and the essays. The knowledge is applied.