Marketing and brand managementLaajuus (5 cr)

Objective

You are able to identify the key success factors of a brand and manage marketing as a whole in international markets.
You can justify the choice of marketing strategy by utilising market analysis tools/methods and considering the overall objectives.
You are able to plan strategy-based marketing while considering the brand identity, target audience, and brand positioning.
You can choose the appropriate methods to measure 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
Customer insight and customer experience

Evaluation

Students can
a. use professional vocabulary and concepts in an expert way in different situations.
b. assess information sources critically.
c. work as team members in working life expert duties and identify and describe the problems of the professional field.
d. assess operations in customer/client, user and target groups situations.