Brands as a Marketing Strategy (4cr)
Course unit code: HBM20600
General information
- Credits
- 4 cr
- Teaching language
- Finnish
Objective
The students are able to use the tools needed in the tasks of brand specialist. They have know-how in brand analysis, brand design, brand implementation and follow-up. The students participate in the R&D activities of the centre of expertise of the School of Business Administration in accordance with the objectives of the course.
Content
Brand analysis, brand identity, brand personality, the relation between customer and brand, brand architecture.
Planning brand campaigns (purchase) in different channels, and planning brand elements (purchase), factors affecting brand building according to various marketing conceptions (industrial, relationship and service brand). Monitoring the results and impact of brand marketing through different brand indicators.
Qualifications
The students are able to decide on the competitive tools of marketing and on marketing plans.
Assessment criteria, satisfactory (1)
The student's performance corresponds the learning outcomes
o 90-100%: excellent (5)
o 89-80%: very good (4)
o 79-70%: good (3)
o 69-60%: satisfactory (2)
o 59-50%: sufficent (1)