Sustainable Brand Management (5 cr)

Materials

Lecture Materials, Textbooks, Articles, Real-World Case Studies.

Keller, K. 1993. Conceptualizing, Measuring and Managing Customer-Based Brand Equity. Journal of Marketing Management, Vol. 57, 1-22.

HubSpot: Branding in the Inbound Age
Sustainability Reports

Additional learning material provided in the Moodle-workspace

During the course, the utilization of artificial intelligence, instructions and possible ethical questions follow the updated recommendations of Arene and Jamk's instructions.

Evaluation scale

0-5

International connections

During the course, you will utilize international student group and source material.

Completion alternatives

You can familiarise yourself with 17§ of Jamk's degree regulations when considering the recognition and recognition of course competence based on your previously acquired competence and the objectives of the course.

Further information

Three (3) assessment tasks are included in course grading.

First, multiple choice exam to assess your knowledge on theoretical perspectives (30% of your total grade, scale 1-5).

Second, one exam to assess your ability to solve practical brand management problems (40% of your total grade, scale 1-5).

Third, one reflection task to assess how you reflect your own skills and competences in the light of brand management (30% of your total grade, scale 1-5).

In addition to the above, there are several learning assignments. You get feedback of your individual learning during the course.
They are graded passed/failed or you may mark them completed yourself

The requirements for passing the course :
All assessment tasks and learning assignments need to be graded or passed
The final grade is formed as the average of assessment tasks

Employer connections

Your student group forms a working life-oriented peer learning network.

Virtual portion

3

Student workload

Your indicative use of time during the 5-credit course is 135 working hours, which is divided as follows:
During the course this means 9,5 weekly hours of studying.

- Orientation to the course 5 h
- Studying the learning materials 25 h
- Completion of the learning assignments 40 h
- Completion of the assessment tasks (for example multiple choice exams) 10 h
- Completion of the reflection tasks 30 h
- Intensive meetings 25 h

- Intensive meetings, Independent studying 55 h

Total 135 h

Assessment criteria, satisfactory (1)

Sufficient (1):
You sufficiently demonstrate your ability to exhibit a fundamental understanding of sustainable branding. You display awareness of branding strategy and portfolios for sustainable brand management and apply multidisciplinary knowledge to develop sustainable branding solutions for businesses across various sectors. Also, you limitedly recognize the significance of cross-cultural competency in sustainable branding endeavours and emphasize the importance of global awareness and the ability to thrive in diverse cultural contexts within sustainable branding management. Your grasp of fundamental concepts, trends, and navigational insights in this field remains basic. Your engagement with the course content is at a basic level, with minimal participation in course materials and discussions, reflecting a basic level of performance.

Satisfactory (2):
You demonstrate a satisfactory understanding of sustainable branding. You satisfactorily show awareness of branding strategy and portfolios for sustainable brand management and apply multidisciplinary knowledge to develop sustainable branding solutions for businesses across various sectors. You exhibit a satisfactory capacity to recognize the significance of cross-cultural competency in sustainable branding endeavours and emphasize the importance of global awareness and the ability to thrive in diverse cultural contexts within sustainable branding management. You fairly grasp fundamental concepts, trends, and navigational insights in sustainable branding. Moreover, you demonstrate a satisfactory level of engagement with the course content and materials and actively participate in the course materials and discussions, reflecting a satisfactory level of performance.

Assessment criteria, good (3)

Good (3):
You demonstrate a strong understanding of the core principles of sustainable branding. You show a high understanding of branding strategy and portfolios for sustainable brand management and apply multidisciplinary knowledge to develop sustainable branding solutions for businesses across various sectors. You exhibit a robust capacity to recognize the significance of cross-cultural competency in sustainable branding endeavours and emphasize the importance of global awareness and the ability to thrive in diverse cultural contexts within sustainable branding management. You grasp concepts, trends, and navigational insights within sustainable branding and actively engage with the course content and materials. Moreover, you actively participate in the course materials and discussions, demonstrating high performance.

Very good (4):
You demonstrate an advanced understanding of sustainable branding. You show an excellent understanding of branding strategy and portfolios for sustainable brand management and apply multidisciplinary knowledge to develop sustainable branding solutions for businesses across various sectors. You exhibit an outstanding capacity to recognize the significance of cross-cultural competency in sustainable branding endeavours. You also emphasize the importance of global awareness and the ability to thrive in diverse cultural contexts within sustainable branding management. You engage proficiently with the course content and materials, actively participating in discussions and coursework. You demonstrate proficient performance and engagement in the course materials and discussions.

Assessment criteria, excellent (5)

You demonstrate an exceptional understanding of sustainable branding. You show an exceptional understanding of branding strategy and portfolios for sustainable brand management and apply multidisciplinary knowledge to develop sustainable branding solutions for businesses across various sectors. You display an advanced capacity to recognize the significance of cross-cultural competency in sustainable branding endeavours. You also emphasize the importance of global awareness and the ability to thrive in diverse cultural contexts within sustainable branding management. You grasp concepts and trends exceptionally and navigational insights within sustainable branding. You actively engage with the course content and materials, participating fervently in discussions and coursework. Additionally, you consistently demonstrate exceptional performance and engagement in the course materials and discussions.

Content scheduling

During the course, learning takes place by participating in contact meetings, independent information retrieval and studying, peer learning and feedback, and learning assignments.
Learning assignment schedules in the Moodle workspace

Teaching language

en

Teaching methods

Classroom and online learning
Online learning environment: Moodle - workspace guides and supports learning. The webinars mainly focus on peer learning and guidance.

Students will be checked three weeks after the start of the implementation. When a student submits an orientation assignment, he/she expresses his/her activity and can continue studying during the course.

There will be prerecorded lectures, learning from assignments and getting feedback from other students.

Guidance
You will receive guidance in the Moodle learning environment (e.g. question and answer forum) and during intensive meetings. You will also receive guidance from your peer students.

Feedback
You will receive both qualitative and quantitative evaluation and feedback on your learning assignments.
You give feedback on the course (mid-term and final feedback of the implementation).

Location and time

Classroom learning as 2 two-day intensive meetings from Friday to Saturday. One (1) month in between the contact days.
Detailed timetable can be found on Moodle - learning workspace.

Number of ECTS credits allocated

5

Content

Introduction to Sustainable Branding, Building Blocks of Sustainable Branding, Sustainable Experiential Branding, Sustainable Brand Portfolios Management, Sustainable Brand Strategy Alignment and Research, Future of Sustainable Brand Management.

Objective

The Sustainable Branding course is designed to give you a deep understanding of sustainable brand management in modern marketing. This course equips you with the knowledge and skills to create and manage brands that are successful in the market and contribute to a more sustainable and responsible world. You will demonstrate a solid understanding of sustainable branding principles and their relevance in the current marketing landscape and construct and manage sustainable brand identities by applying the fundamental building blocks of sustainable branding. You will also create and implement sustainable experiential branding strategies to engage consumers and enhance brand loyalty. To effectively manage brand portfolios while ensuring sustainability objectives are met, you will align brand strategies with sustainability goals and research to support these strategies. You will anticipate and adapt to future trends in sustainable brand management, positioning yourself as an informed and proactive professional.

The competencies to be developed in this course encompass sustainable global business management, and internationality and multiculturalism.

Sustainable global business management:
You critically review and gain a comprehensive understanding of branding strategy and portfolios for sustainable brand management. You apply multidisciplinary knowledge to develop sustainable branding solutions for businesses across various sectors.

Internationality and multiculturalism:
You demonstrate the ability to monitor global trends and developments within sustainable brand management. You stay informed about sustainable branding international standards, operate effectively, and adapt to international and multicultural work environments. You also recognize the significance of cross-cultural competency in sustainable branding endeavours. These competencies emphasize the importance of global awareness and the ability to thrive in diverse cultural contexts within sustainable branding management.