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Brand Expertise

Brand Expertise

Code: MAR4LH010
Extent: 9cr (240h)
Timing: 5th - 6th semester
Language: English
Level: Professional studies (part of ASO B)
Type: Optional

Starting level and linkage with other courses

Student has completed the basic and professional studies in marketing. The course is part of the professional specialization studies (ASO) B module called Brand Management.

Learning outcomes

Upon completion of the course, the student is able to

  • understand and describe branding as a strategic tool for business management, leadership and marketing
  • apply problem identification, analysis and solving to branding
  • compare brand-related sources and models at an advanced level
  • apply branding theories to practical contexts
  • combine branding theories and the student’s own ideas to formulate new models
  • understand the significance of qualitative research in branding

Course contents

  • Strategic brand analysis
  • Brand research (qualitative)
  • Brand identity and brand promise
  • Brand image
  • Brand building process and models
  • Managing the brand identity
  • Brand communication

Cooperation with the  business community

Guest lecturers from different companies or online events.

International dimension

Guest lecturers from international companies. International learning materials.

Teaching and learning methods

The learning approach is problem-based learning (PBL), supporting the project work conducted on the course Branding Project, linked to this course. Practical problems in the business contexts are solved through constructing knowledge in teams. Theoretical knowledge is applied to practice. Students search for information independently, and the lectures, included in the PBL learning cycle, support the study. The learners have an active role, taking responsibility for their own learning. The instructor’s role as the tutor is to facilitate the learning process.

The tutorial teams meet for three hours each week. Lectures and workshops are given once a week. They include brand presentations by company representatives, qualitative research quidance, project checkpoints, and project presentations.

The student’s presence, commitment and active participation are necessary in all forms of activity. The student should reserve seven to ten hours of personal study time for preparation for each tutorial.

Tutorials, lectures and workshops may be replaces by online discussions or other online events. The following estimate of time spent for the various activities is referential.

Tutorials or online discussions 36h
Lectures and workshops or online events 34h
Independent study and teamwork 169h
The own learning assessment 1h

Accreditation of prior learning (APL)

Accreditation of prior learning (APL) is observed on the course according to separate instructions.

Teacher(s) responsible

Matti Helelä

Course materials

Aaker, D. 2010. Building Strong Brands. Simon & Schuster. London

Aaker, D. and Joachimsthaler, E. 2002. Brand Leadership.  The Free Press. New York.

Fagerholm, H. 2007. Collaborative branding. Haaga-Helia Publication Series. R&D Reports. Helsinki.

Gad, T. 2001. 4-D Branding. Cracking the corporate code of the network economy. Financial Times. Prentice Hall. London.

Ind, N. 2005. Beyond Branding. How the new values of transparency and integrity are changing the world of brands. Kogan Page. London.

Ind, N. 2003. Living the brand. How to transform every member of your organization into a brand champion.  Kogan Page. London.

Ind, N. and Bjerke, R. 2007. Branding Governance. A Participatory Approach to the Brand Building Process. John Wiley & Son Ltd. Chichester.

Interbrand 2012. Brandchannel.com Web pages www.brandchannel.com

Interbrand 2012. Interbrand Web pages www.interbrand.com

Jensen, R. 2001. The Dream Society. McGraw-Hill. New York

Keller, K. L. 2008. Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Prentice Hall, Inc. Upper Saddle River, New Jersey.

Knapp, D. 2000. The Brand Mindset. McGraw-Hill. New York

Kunde, J. 2002. Corporate Religion: building a strong company through personality and corporate soul. Prentice Hall. London.

Kunde, J. 2002. Unique now… or never. Pearson Education. London

Rohacher, A. 2004. Corporate Cultures and Global Brands.

Assessment criteria

The course is evaluated on scale 1 to 5. The assessment criteria is presented on scale 1 - 3 - 5.

Components 1 (50%) 3 (70%) 5 (90%)
Knowledge

I can identity, list and combine the main theoretical brand concepts.

I can describe the relevant brand concepts and apply them to new contexts. I can link the key theoretical concepts to the practical task to present the big picture.
I can describe the most relevant brand concepts and partly apply them to new contexts.
I use and combine different brand theories to present my own models. I am aware of other views of the knowledge I present. My use of theory and specific terminology is very accurate.
I use my findings to compare different brand theories and viewpoints.
Skills With great difficulty and under strict supervision, I can partly collect, poorly analyze and partly use relevant research findings to create brand guidelines for a client company at a beginner’s level. I can collect, partly analyze and partly use relevant research findings to create brand guidelines for a client company at a beginner’s level.
I can defectively collect, analyze and use relevant research findings to create brand guidelines for a client company at a beginner’s level.
I can collect, analyze and use relevant research findings to create brand guidelines for a client company at a high professional level.
I can collect, analyze and use relevant research findings to create brand guidelines for a client company at a professional level.
Competence With great difficulty and under strict supervision, I can partly work with a client company in a team. I can poorly apply problem identification, analysis and solving to branding projects. With great difficulty and under strict supervision, I can conduct qualitative research in branding. I can work with a client company in a team. I can apply problem identification, analysis and solving to branding projects. I can conduct qualitative research in branding.
I can defectively work with a client company in a team. I can partly apply problem identification, analysis and solving to branding projects. I can conduct qualitative research in branding at a beginner’s level.
I can work very professionally with a client company in a team. I can fully apply problem identification, analysis and solving to branding projects. I can conduct qualitative research in branding at a highly professional level.
I can work professionally with a client company in a team. I can apply problem identification, analysis and solving to branding projects. I can conduct qualitative research in branding at a professional level.

Assessment components and their respective weights

Tutorial performance 50%
Personal assignments 8%
Presence at lectures and workshops or online events 8%
Examination 34%
The own learning assessment assignment does not impact your grade. The assignment is the same for all courses/modules and your answers will be used also for course/module development. The assignment is completed online in WinhaOpaali.