Extent: 6cr (162h)
Timing: 5th - 6th semester
Level: Professional studies (part of ASO B)
Starting level and linkage with other courses
Student has completed the core and professional studies in marketing. The course is part of the professional specialization studies (ASO) B module called Brand Management.
Upon completion of the course, the student is able to
- work professionally with a client company in a team
- apply problem identification, analysis and solving to a brand project
- apply solid branding theory to a brand project
- formulate branding models
- understand the significance of and conduct qualitative research in branding
- collect, analyse and use relevant research findings to create a brand manual for a client company.
- Extensive branding project for a client company
- 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
Brand projects for client companies.
Brand projects for international client companies. International learning materials. Client projects with international partners, if possible.
Teaching and learning methods
The problem-based learning (PBL) tutorials conducted on the course Brand Expertise, linked to this course, support the project work. Lectures, workshops and personal assignments support the qualitative research approach.
Project work includes each participant team conducting a qualitative study for a client company, preferably a small or medium-sized enterprise (SME). The project begins by analysing existing information and interviewing company representatives at different levels to define their perceptions of the current position of the brand. The study includes determining the brand image among customers or other stakeholders. Based on the interpretation of the research findings, participants make a proposal for a brand management guide for their client company.
The student’s presence, commitment and active participation are necessary in all forms of activity. The student should reserve seven to ten hours for personal study and project work each week.
Lecturers and workshops may be replaced by online events. The following estimate of time spent for these activities is referential.
Lectures and workshops or online events 20h
Independent study and teamwork 141h
The own learning assessment 1h
Accreditation of prior learning (APL)
Accreditation of prior learning (APL) is observed on the course according to separate instructions.
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 components ant their respective weights
Presence at lectures and workshops or online events 10%
Contribution to the brand research report and brand manual 70%
Project presentation 20%
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.