Brand buildingLaajuus (5 cr)

Objective

- you understand the customer value creation process and are able to take care of this when creating marketing plans
- 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 create brand communication plans and implement them effectively

Content

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

Evaluation

Students can
5a. use professional vocabulary and concepts extensively and proficiently in differ-ent situations.
5b. justify their information sources in a versatile and critical way
5d. promote and develop operations in customer, user and target group situations
5f. manage and develop team operations