Study Guide

Objective

You understand the customer value creation process and be able to take care of these when creating marketing plans.
You understand the key role of brand management.You are able to use different tools to develop and strengthen a company's brand.
You are able to create suitable brand strategies and implement them.
You are able to make brand communication plans and implement them effectively.

Content

Where does the customer value consist of from and how is it taken into consideration when creating marketing plans?
What is the central role of the brand management?
What different brand building tools exist and how are they used when developing and strengthening the brand of the company?
How are the brand strategies created and carried out?
How are the brand communication made and how are they effectively utilised?

Opiskelumateriaali

Learn-alustalla oleva materiaali.
Pekka Ruokolainen: Brändikäsikirja – Näin teet yritysbrändistä vetovoimaisen, 2020.
Juha Pohjola: Brändin ilmeen johtaminen, 2019.
Alina Wheeler, Debbie Millman: Designing Brand Identity: An Essential Guide for the Whole Branding Team 2017.
Martti Korpijaakko & Heikki Nuutinen: Merkkejä maineesta – Tarinoita suomalaisista brändeistä, 2020.
Martti Korpijaakko & Heikki Nuutinen: Merkkejä maineesta – Tarinoita suomalaisista brändeistä vol. 2, 2023.

Yksilölliset oppimisväylät

Scheduled track:
Teaching which is in accordance with the working order and control ( 5 cr).

Independent track:
Demonstration/recognition of prior learning.

Blended track:
Credit transfer or partial credit transfer.

TKI ja työelämäyhteistyö

Tällä hetkellä ei ole tiedossa työelämäyhteistyötä tämän toteutuksen yhteydessä.

Opiskelijan työmäärä

135 h

Evaluation scale

1-5

Assessment methods and criteria

Oppimistehtävien asiasisältö ja taso, visualisointi ja suunnittelunäkemys, itsereflektio.
Aktiivinen osallistuminen opetukseen, harjoitustöiden hyväksytty suorittaminen ja vertaisten töihin tutustuminen ja palautteenanto.

Objective

You understand the customer value creation process and be able to take care of these when creating marketing plans.
You understand the key role of brand management.You are able to use different tools to develop and strengthen a company's brand.
You are able to create suitable brand strategies and implement them.
You are able to make brand communication plans and implement them effectively.

Content

Where does the customer value consist of from and how is it taken into consideration when creating marketing plans?
What is the central role of the brand management?
What different brand building tools exist and how are they used when developing and strengthening the brand of the company?
How are the brand strategies created and carried out?
How are the brand communication made and how are they effectively utilised?

Opiskelumateriaali

Learn alustalla oleva materiaali. Internet lähteet. Juha Pohjola; Bändin ilmeen johtaminen, 2019. Alina Wheeler, Debbie Millman; Designing Brand Identity: An Essential Guide for the Whole Branding Team 2017.

Yksilölliset oppimisväylät

Scheduled track:
Teaching which is in accordance with the working order and control ( 5 cr).

Independent track:
Demonstration/recognition of prior learning.

Blended track:
Credit transfer or partial credit transfer.

TKI ja työelämäyhteistyö

Tällä hetkellä ei ole tiedossa työelämäyhteistyötä tämän toteutuksen yhteydessä.

Evaluation scale

1-5