Digital tools in branding (5 cr)
Code: IB00CP35-3002
General information
Enrollment
15.08.2020 - 04.09.2020
Timing
07.09.2020 - 31.12.2020
Number of ECTS credits allocated
5 op
Virtual portion
3 op
RDI portion
2 op
Mode of delivery
40 % Contact teaching, 60 % Distance learning
Campus
Kouvola Campus
Teaching languages
- English
Degree programmes
- Degree Programme in International Business
Teachers
- Jagat Kunwar
Teacher in charge
Jagat Kunwar
Groups
-
IBKV18SP1
Objective
You are able to?
identify the crucial success factors of a brand in the international environment?
plan digital marketing activities from the point of view of brand development?
design and implement a communication plan for an internationalising brand?
describe the various methods of brand protection through immaterial rights??
Content
The study content will show you:
the main brand strategies in international marketing?
how the brand building process and digital marketing tools are used?
what is meant by digital brand communication and immaterial rights?
how to create various marketing materials using digital tools?
Materials
-Lecture notes from the instructor
-Following books:
1) Charnatony, L. d., McDonald, M. & Wallace, E., 2011. Creating Powerful Brands. Fourth ed. Amsterdam: Butterworth-Heinemann.
2) Keller, K. L., 2013. Strategic Brand Management: Building, Measuring and Managing Brand Equity. Global ed. Essex: Pearson Education Limited.
- A set of articles to augment specific sections may be uploaded and made accessible in the course homepage.
Teaching methods
The aim of the course is to make you able to:
- identify key branding decisions
- build, measure and manage customer-based brand equity
- choose brand elements to enhance brand equity
- optimize marketing mix elements to improve brand equity
- create brand portfolio strategies
- be attentive to branding issues in the global market
- be aware of possible legal and ethical issues in branding
Exam schedules
The maximum number of points for the course is 100, broken down as follows:
Mid-term quiz (25%)
Final quiz (25%)
Brand audit (50%)
Attendance bonus (10%)
To pass the course, you must:
Complete each item of assessment listed above;
Attain at least half of the available points for each item of assessment listed above.
No exceptions will be made to these minimum requirements.
Evaluation scale
1-5
Qualifications
Customer oriented marketing 5 ECTS credits
Customer insight and customer service 5 ECTS credits