Marketing and brand management (5cr)
Code: LT00DP39-3002
General information
- Enrollment
- 14.12.2020 - 14.01.2021
- Registration for the implementation has ended.
- Timing
- 15.03.2021 - 17.05.2021
- Implementation has ended.
- Number of ECTS credits allocated
- 5 cr
- Local portion
- 5 cr
- RDI portion
- 5 cr
- Mode of delivery
- Contact learning
- Unit
- Department of Business, Kouvola (deprecated)
- Campus
- Kouvola Campus
- Teaching languages
- English
- Seats
- 20 - 50
- Degree programmes
- Degree Programme in Business Management
- Teachers
- Harrison Okuogume
- Teacher in charge
- Harrison Okuogume
- Groups
-
LTKV20KM5Business, part-time studies
- Course
- LT00DP39
Unfortunately, no reservations were found for the realization Marketing and brand management LT00DP39-3002. It's possible that the reservations have not yet been published or that the realization is intended to be completed independently.
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
Students can
- use professional brand management –related vocabulary systematically.
- look for information in the key information sources of the field.
- identify interrelated tasks in marketing and brand management.
- work as team members in a goal-oriented way in activities related to marketing planning
- work together with customers, users and target groups.
Course material
• Strategic Brand Management, 4th Edition, Keller, ISBN 9780133255423
• Uncles, M. (ed). (2011) Perspectives on Brand Management. Tilde University Press,
Melbourne. ISBN 9 780734 610652
• Course will also be supported by current reports on innovation management and lecture
materials
Study forms and methods
• Active participation in the contact sessions
• Group assignment or excercises
• Exam
RDI and work-related cooperation
• 1 ect = 27hrs and 5 ect the total will be (27x5 = 135 hours)
• The total hours for the course is 135 hour; and that includes, classroom lectures, case analysis, in-class discussion, assignments and final presentations
Timing of exams and assignments
• Individual assignment
• Case study analysis (1 & 2)
• Project work
Course part description
• How to build a brand?
• How to manage the marketing activities of a company?
• How to build a brand?
Evaluation scale
1-5
Assessment methods and criteria
• Participation and attendance 10%
• Case study & presentation 30%
• Exam 60%
Qualifications
Customer-oriented marketing 5 ECTS credits or equivalent knowledge
Customer insight and customer experience 5 ECTS credits or equivalent knowledge