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Marketing and brand managementLaajuus (5 cr)

Code: LT00DP39

Credits

5 op

Objective

You are able to
- identify the key success factors of a brand and manage the marketing as a whole in an international competitive environment
-justify the choice of marketing strategy by utilising market analysis tools /methods and considering the overall objectives
-plan strategy-based marketing considering the brand identity, target audience and brand positioning
-choose appropriate methods to measure the brand marketing effectiveness

Content

How to manage the marketing activities of a company?
How to define a marketing strategy?
How to build a brand?

Qualifications

Customer-oriented marketing 5 ECTS credits or equivalent knowledge
Customer insight and customer experience 5 ECTS credits or equivalent knowledge

Materials

Personal selling 5 ECTS credits
Digital marketing and sales 5 ECTS credits

Enrollment

07.04.2025 - 21.04.2025

Timing

01.09.2025 - 31.12.2025

Number of ECTS credits allocated

5 op

Mode of delivery

Contact teaching

Unit

Department of Business

Campus

Kouvola Campus

Teaching languages
  • Finnish
Seats

20 - 60

Degree programmes
  • Degree Programme in Business Management
Teachers
  • LYX1 Opettaja
Teacher in charge

Harri Tuomola

Groups
  • LTKV24SP
    Business management, full-time studies

Objective

You are able to
- identify the key success factors of a brand and manage the marketing as a whole in an international competitive environment
-justify the choice of marketing strategy by utilising market analysis tools /methods and considering the overall objectives
-plan strategy-based marketing considering the brand identity, target audience and brand positioning
-choose appropriate methods to measure the brand marketing effectiveness

Content

How to manage the marketing activities of a company?
How to define a marketing strategy?
How to build a brand?

Opiskelumateriaali

Personal selling 5 ECTS credits
Digital marketing and sales 5 ECTS credits

Evaluation scale

1-5

Qualifications

Customer-oriented marketing 5 ECTS credits or equivalent knowledge
Customer insight and customer experience 5 ECTS credits or equivalent knowledge

Enrollment

04.11.2024 - 17.11.2024

Timing

13.01.2025 - 31.05.2025

Number of ECTS credits allocated

5 op

Mode of delivery

Contact teaching

Unit

Department of Business

Campus

Kouvola Campus

Teaching languages
  • English
Seats

20 - 60

Degree programmes
  • Degree Programme in Digital International Business
Teachers
  • Harri Tuomola
Teacher in charge

Harri Tuomola

Groups
  • IBKV23SP
    Digital international business, full-time studies

Objective

You are able to
- identify the key success factors of a brand and manage the marketing as a whole in an international competitive environment
-justify the choice of marketing strategy by utilising market analysis tools /methods and considering the overall objectives
-plan strategy-based marketing considering the brand identity, target audience and brand positioning
-choose appropriate methods to measure the brand marketing effectiveness

Content

How to manage the marketing activities of a company?
How to define a marketing strategy?
How to build a brand?

Opiskelumateriaali

Personal selling 5 ECTS credits
Digital marketing and sales 5 ECTS credits

Evaluation scale

1-5

Qualifications

Customer-oriented marketing 5 ECTS credits or equivalent knowledge
Customer insight and customer experience 5 ECTS credits or equivalent knowledge

Enrollment

04.11.2024 - 17.11.2024

Timing

13.01.2025 - 31.05.2025

Number of ECTS credits allocated

5 op

Virtual portion

3 op

Mode of delivery

40 % Contact teaching, 60 % Distance learning

Unit

Department of Business

Campus

Kouvola Campus

Teaching languages
  • English
Seats

20 - 40

Degree programmes
  • Degree Programme in Business Management
Teachers
  • Harri Tuomola
Teacher in charge

Harri Tuomola

Groups
  • LTKV24KM5
    Business, part-time studies

Objective

You are able to
- identify the key success factors of a brand and manage the marketing as a whole in an international competitive environment
-justify the choice of marketing strategy by utilising market analysis tools /methods and considering the overall objectives
-plan strategy-based marketing considering the brand identity, target audience and brand positioning
-choose appropriate methods to measure the brand marketing effectiveness

Content

How to manage the marketing activities of a company?
How to define a marketing strategy?
How to build a brand?

Opiskelumateriaali

Personal selling 5 ECTS credits
Digital marketing and sales 5 ECTS credits

TKI ja työelämäyhteistyö

A brand marketing plan for a selected company will be implemented during the course.

Evaluation scale

1-5

Assessment methods and criteria

The course assessment is based on the written and orally presented brand marketing plan as well as two other assignments.

Qualifications

Customer-oriented marketing 5 ECTS credits or equivalent knowledge
Customer insight and customer experience 5 ECTS credits or equivalent knowledge

Enrollment

08.04.2024 - 06.09.2024

Timing

02.09.2024 - 17.12.2024

Number of ECTS credits allocated

5 op

Mode of delivery

Contact teaching

Unit

Department of Business

Campus

Kouvola Campus

Teaching languages
  • English
Seats

20 - 50

Degree programmes
  • Degree Programme in Business Management
Teachers
  • Harri Tuomola
Teacher in charge

Mari Maunula

Groups
  • LTKV23SP3
    Business, full-time studies

Objective

You are able to
- identify the key success factors of a brand and manage the marketing as a whole in an international competitive environment
-justify the choice of marketing strategy by utilising market analysis tools /methods and considering the overall objectives
-plan strategy-based marketing considering the brand identity, target audience and brand positioning
-choose appropriate methods to measure the brand marketing effectiveness

Content

How to manage the marketing activities of a company?
How to define a marketing strategy?
How to build a brand?

Opiskelumateriaali

Personal selling 5 ECTS credits
Digital marketing and sales 5 ECTS credits

Evaluation scale

1-5

Qualifications

Customer-oriented marketing 5 ECTS credits or equivalent knowledge
Customer insight and customer experience 5 ECTS credits or equivalent knowledge

Enrollment

06.11.2023 - 17.11.2023

Timing

04.03.2024 - 31.05.2024

Number of ECTS credits allocated

5 op

Virtual portion

2 op

Mode of delivery

60 % Contact teaching, 40 % Distance learning

Unit

Department of Business

Campus

Kouvola Campus

Teaching languages
  • English
Seats

20 - 50

Degree programmes
  • Degree Programme in Business Management
Teachers
  • Harri Tuomola
Teacher in charge

Harri Tuomola

Groups
  • LTKV23KM5
    Business, part-time studies

Objective

You are able to
- identify the key success factors of a brand and manage the marketing as a whole in an international competitive environment
-justify the choice of marketing strategy by utilising market analysis tools /methods and considering the overall objectives
-plan strategy-based marketing considering the brand identity, target audience and brand positioning
-choose appropriate methods to measure the brand marketing effectiveness

Content

How to manage the marketing activities of a company?
How to define a marketing strategy?
How to build a brand?

Opiskelumateriaali

Personal selling 5 ECTS credits
Digital marketing and sales 5 ECTS credits

Evaluation scale

1-5

Qualifications

Customer-oriented marketing 5 ECTS credits or equivalent knowledge
Customer insight and customer experience 5 ECTS credits or equivalent knowledge

Enrollment

08.01.2024 - 14.01.2024

Timing

08.01.2024 - 12.05.2024

Number of ECTS credits allocated

5 op

Mode of delivery

Contact teaching

Unit

Department of Business

Campus

Kouvola Campus

Teaching languages
  • English
Seats

20 - 50

Degree programmes
  • Degree Programme in Digital International Business
Teachers
  • Harri Tuomola
  • Mari Hämäläinen
Teacher in charge

Mari Hämäläinen

Groups
  • IBKV22SP
    Digital international business, full-time studies

Objective

You are able to
- identify the key success factors of a brand and manage the marketing as a whole in an international competitive environment
-justify the choice of marketing strategy by utilising market analysis tools /methods and considering the overall objectives
-plan strategy-based marketing considering the brand identity, target audience and brand positioning
-choose appropriate methods to measure the brand marketing effectiveness

Content

How to manage the marketing activities of a company?
How to define a marketing strategy?
How to build a brand?

Opiskelumateriaali

Keller, Kevin Lane: Strategic Brand Management : building, measuring, and managing brand equity. Study materials are given in the first contact session and can be found in Learn.

Yksilölliset oppimisväylät

You participate in contact lessons according to our timetables. This course includes contact teaching, group work and independent work.

TKI ja työelämäyhteistyö

This course includes assignments that can be applied in working life.

Tentit ja muut määräajat

This course does not have an exam. Completing this course requires accepted assignments.

Opiskelijan työmäärä

The content of this course is 5 credits which equals approximately 135 hours of student´s work.

Toteutuksen osien kuvaus

Marketing Management
Marketing Strategy
Building a Brand

Evaluation scale

1-5

Assessment methods and criteria

Students can
- use professional vocabulary and concepts proficiently.
- manage appropriate methods of information search.
- carry out interrelated tasks fluently.
- justify their actions in customer, user and target group situations.
- show skills in managing teamwork.

Qualifications

Customer-oriented marketing 5 ECTS credits or equivalent knowledge
Customer insight and customer experience 5 ECTS credits or equivalent knowledge

Enrollment

06.11.2023 - 17.11.2023

Timing

08.01.2024 - 31.05.2024

Number of ECTS credits allocated

5 op

Virtual portion

2 op

Mode of delivery

60 % Contact teaching, 40 % Distance learning

Unit

Department of Business

Campus

Mikkeli Campus

Teaching languages
  • English
Seats

20 - 50

Teachers
  • Renée Moura
Teacher in charge

Renée Moura

Groups
  • VOMIIB24K
    International Business, exchange students

Objective

You are able to
- identify the key success factors of a brand and manage the marketing as a whole in an international competitive environment
-justify the choice of marketing strategy by utilising market analysis tools /methods and considering the overall objectives
-plan strategy-based marketing considering the brand identity, target audience and brand positioning
-choose appropriate methods to measure the brand marketing effectiveness

Content

How to manage the marketing activities of a company?
How to define a marketing strategy?
How to build a brand?

Opiskelumateriaali

Study materials are given in the first contact session and can be found in Learn.

Yksilölliset oppimisväylät

You participate in contact lessons according to our timetables. This course includes contact teaching, group work and independent work.

TKI ja työelämäyhteistyö

This course includes assignments that can be applied in working life.

Tentit ja muut määräajat

This course doesn´t have an exam. Completing this course requires accepted assignments.

Opiskelijan työmäärä

The content of this course is 5 credits which equals approximately 135 hours of student´s work.

Toteutuksen osien kuvaus

Marketing management
Marketing strategy
Building a brand

Evaluation scale

1-5

Assessment methods and criteria

Students can
- use professional vocabulary and concepts proficiently.
- manage appropriate methods of information search.
- carry out interrelated tasks fluently.
- justify their actions in customer, user and target group situations.
- show skills in managing teamwork.

Qualifications

Customer-oriented marketing 5 ECTS credits or equivalent knowledge
Customer insight and customer experience 5 ECTS credits or equivalent knowledge

Enrollment

06.04.2023 - 21.04.2023

Timing

04.09.2023 - 26.11.2023

Number of ECTS credits allocated

5 op

Virtual portion

2 op

Mode of delivery

60 % Contact teaching, 40 % Distance learning

Unit

Department of Business

Campus

Kouvola Campus

Teaching languages
  • English
Seats

20 - 50

Degree programmes
  • Degree Programme in Business Management
Teachers
  • Ariful Islam
Teacher in charge

Ariful Islam

Groups
  • LTKV22SP3
    Business, full-time studies

Objective

You are able to
- identify the key success factors of a brand and manage the marketing as a whole in an international competitive environment
-justify the choice of marketing strategy by utilising market analysis tools /methods and considering the overall objectives
-plan strategy-based marketing considering the brand identity, target audience and brand positioning
-choose appropriate methods to measure the brand marketing effectiveness

Content

How to manage the marketing activities of a company?
How to define a marketing strategy?
How to build a brand?

Evaluation scale

1-5

Qualifications

Customer-oriented marketing 5 ECTS credits or equivalent knowledge
Customer insight and customer experience 5 ECTS credits or equivalent knowledge

Enrollment

07.11.2022 - 18.11.2022

Timing

13.03.2023 - 28.05.2023

Number of ECTS credits allocated

5 op

Virtual portion

3 op

Mode of delivery

40 % Contact teaching, 60 % Distance learning

Unit

Department of Business

Campus

Kouvola Campus

Teaching languages
  • English
Seats

20 - 50

Degree programmes
  • Degree Programme in Business Management
Teachers
  • Mari Hämäläinen
Teacher in charge

Mari Hämäläinen

Groups
  • LTKV22KM5
    Business, part-time studies

Objective

You are able to
- identify the key success factors of a brand and manage the marketing as a whole in an international competitive environment
-justify the choice of marketing strategy by utilising market analysis tools /methods and considering the overall objectives
-plan strategy-based marketing considering the brand identity, target audience and brand positioning
-choose appropriate methods to measure the brand marketing effectiveness

Content

How to manage the marketing activities of a company?
How to define a marketing strategy?
How to build a brand?

Opiskelumateriaali

Study materials are given in the first contact session and can be found in Learn.

Yksilölliset oppimisväylät

You participate in contact lessons according to our timetables. This course includes contact teaching, group work and independent work.

TKI ja työelämäyhteistyö

This course includes assignments that can be applied in working life.

Tentit ja muut määräajat

This course doesn´t have an exam. Completing this course requires accepted assignments.

Opiskelijan työmäärä

The content of this course is 5 credits which equals approximately 135 hours of student´s work.

Toteutuksen osien kuvaus

Marketing management
Marketing strategy
Building a brand

Evaluation scale

1-5

Assessment methods and criteria

Students can
- use professional vocabulary and concepts proficiently.
- manage appropriate methods of information search.
- carry out interrelated tasks fluently.
- justify their actions in customer, user and target group situations.
- show skills in managing teamwork.

Qualifications

Customer-oriented marketing 5 ECTS credits or equivalent knowledge
Customer insight and customer experience 5 ECTS credits or equivalent knowledge

Enrollment

07.11.2022 - 18.11.2022

Timing

09.01.2023 - 16.04.2023

Number of ECTS credits allocated

5 op

Virtual portion

2 op

Mode of delivery

60 % Contact teaching, 40 % Distance learning

Unit

Department of Business

Campus

Kouvola Campus

Teaching languages
  • English
Seats

20 - 50

Degree programmes
  • Degree Programme in Digital International Business
Teachers
  • Mari Hämäläinen
Teacher in charge

Mari Hämäläinen

Groups
  • IBKV21SP
    Digital international business, full-time studies

Objective

You are able to
- identify the key success factors of a brand and manage the marketing as a whole in an international competitive environment
-justify the choice of marketing strategy by utilising market analysis tools /methods and considering the overall objectives
-plan strategy-based marketing considering the brand identity, target audience and brand positioning
-choose appropriate methods to measure the brand marketing effectiveness

Content

How to manage the marketing activities of a company?
How to define a marketing strategy?
How to build a brand?

Opiskelumateriaali

Study materials are given in the first contact session and can be found in Learn.

Yksilölliset oppimisväylät

You participate in contact lessons according to our timetables. This course includes contact teaching, group work and independent work.

TKI ja työelämäyhteistyö

This course includes assignments that can be applied in working life.

Tentit ja muut määräajat

This course doesn´t have an exam. Completing this course requires accepted assignments.

Opiskelijan työmäärä

The content of this course is 5 credits which equals approximately 135 hours of student´s work.

Toteutuksen osien kuvaus

Marketing management
Marketing strategy
Building a brand

Evaluation scale

1-5

Assessment methods and criteria

Students can
- use professional vocabulary and concepts proficiently.
- manage appropriate methods of information search.
- carry out interrelated tasks fluently.
- justify their actions in customer, user and target group situations.
- show skills in managing teamwork.

Qualifications

Customer-oriented marketing 5 ECTS credits or equivalent knowledge
Customer insight and customer experience 5 ECTS credits or equivalent knowledge

Enrollment

06.04.2022 - 02.09.2022

Timing

15.09.2022 - 10.11.2022

Number of ECTS credits allocated

5 op

Virtual portion

2 op

Mode of delivery

60 % Contact teaching, 40 % Distance learning

Unit

Department of Business

Campus

Kouvola Campus

Teaching languages
  • English
Seats

20 - 50

Degree programmes
  • Degree Programme in Business Management
Teachers
  • Mari Hämäläinen
  • Maarit Vahvanen
Teacher in charge

Mari Hämäläinen

Groups
  • LTKV21SP3
    Business, full-time studies

Objective

You are able to
- identify the key success factors of a brand and manage the marketing as a whole in an international competitive environment
-justify the choice of marketing strategy by utilising market analysis tools /methods and considering the overall objectives
-plan strategy-based marketing considering the brand identity, target audience and brand positioning
-choose appropriate methods to measure the brand marketing effectiveness

Content

How to manage the marketing activities of a company?
How to define a marketing strategy?
How to build a brand?

Opiskelumateriaali

Study materials are given in the first contact session and can be found in Learn.

Yksilölliset oppimisväylät

You participate in contact lessons according to our timetables. This course includes contact teaching, group work and independent work.

TKI ja työelämäyhteistyö

This course includes assignments that can be applied in working life.

Tentit ja muut määräajat

This course doesn´t have an exam. Completing this course requires accepted assignments.

Opiskelijan työmäärä

The content of this course is 5 credits which equals approximately 135 hours of student´s work.

Toteutuksen osien kuvaus

Marketing management
Marketing strategy
Building a brand

Evaluation scale

1-5

Qualifications

Customer-oriented marketing 5 ECTS credits or equivalent knowledge
Customer insight and customer experience 5 ECTS credits or equivalent knowledge

Enrollment

08.11.2021 - 31.01.2022

Timing

07.03.2022 - 15.05.2022

Number of ECTS credits allocated

5 op

Mode of delivery

Contact teaching

Unit

Liiketalouden koulutusyksikkö, Kouvola (vanhettu)

Campus

Kouvola Campus

Teaching languages
  • English
Seats

20 - 60

Degree programmes
  • Degree Programme in Digital International Business
Teachers
  • LYK3 Opettaja
Teacher in charge

Maria Kangasniemi-Haapala

Groups
  • IBKV20SP1
    Digital international business, full-time studies
  • IBKV20SP2
    Digital international business, full-time studies

Objective

You are able to
- identify the key success factors of a brand and manage the marketing as a whole in an international competitive environment
-justify the choice of marketing strategy by utilising market analysis tools /methods and considering the overall objectives
-plan strategy-based marketing considering the brand identity, target audience and brand positioning
-choose appropriate methods to measure the brand marketing effectiveness

Content

How to manage the marketing activities of a company?
How to define a marketing strategy?
How to build a brand?

Evaluation scale

1-5

Qualifications

Customer-oriented marketing 5 ECTS credits or equivalent knowledge
Customer insight and customer experience 5 ECTS credits or equivalent knowledge

Enrollment

08.11.2021 - 21.11.2021

Timing

14.02.2022 - 15.05.2022

Number of ECTS credits allocated

5 op

Virtual portion

3 op

Mode of delivery

40 % Contact teaching, 60 % Distance learning

Unit

Liiketalouden koulutusyksikkö, Kouvola (vanhettu)

Campus

Kouvola Campus

Teaching languages
  • Finnish
Seats

20 - 50

Degree programmes
  • Degree Programme in Business Management
Teachers
  • Mari Hämäläinen
Teacher in charge

Mari Hämäläinen

Groups
  • LTKV21KM5
    Business, part-time studies

Objective

You are able to
- identify the key success factors of a brand and manage the marketing as a whole in an international competitive environment
-justify the choice of marketing strategy by utilising market analysis tools /methods and considering the overall objectives
-plan strategy-based marketing considering the brand identity, target audience and brand positioning
-choose appropriate methods to measure the brand marketing effectiveness

Content

How to manage the marketing activities of a company?
How to define a marketing strategy?
How to build a brand?

Opiskelumateriaali

Opettajan ohjeistamat artikkelit ja kirjallisuus, materiaalit Learnissa.

Yksilölliset oppimisväylät

Työjärjestyksen mukainen opetus.

TKI ja työelämäyhteistyö

Ei työelämäyhteistyötä.

Tentit ja muut määräajat

Opintojaksolla ei ole tenttiä.

Opiskelijan työmäärä

Opintojakson laajuus 5 op - tämä vastaa 135 työtuntia itsenäistä ja ryhmässä tapahtuvaa työskentelyä.

Toteutuksen osien kuvaus

Brändin rakentaminen, markkinointistrategian laatiminen ja markkinoinnin johtaminen.

Evaluation scale

1-5

Assessment methods and criteria

Yksilötehtävät sekä mahdollisesti ryhmässä työstettävät opintojakson osa-alueiden mukaiset oppimistehtävät.

Qualifications

Customer-oriented marketing 5 ECTS credits or equivalent knowledge
Customer insight and customer experience 5 ECTS credits or equivalent knowledge