Marketing and brand management (5cr)

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

Study materials are provided by the teacher in class and can also be found via the Learn platform.

Study forms and methods

The course is carried out mainly by contact teaching on Kouvola campus according to a weekly schedule. Remote participation is not possible. As a rule, scheduled contact lessons are not recorded nor duplicated by online lectures. Participation in oral exercises and company visits is mandatory. The teacher provides guidance during contact lessons.

Students make progress by attending scheduled lessons and completing tasks and assignments individually or in groups. The course consists of contact lessons and individual and small-group assignments. In addition a project assignment must be completed.

RDI and work-related cooperation

During the course guest lecturers and company visits are possible (TBC) and the assignments are based on the needs of working life partners.

Timing of exams and assignments

Given assignments, group works and quizzes must be completed following the given deadlines (see in Learn).

International cooperation

Project and group work allow attendees to combine international cooperation and intercultural communication to this course.

Student workload

1 ECTS credits equals 27 hours of work by the student. In a 5-credit course, student's total maximum workload is approximately 135 hours including lessons, group work and independent study.

Course part description

Course will consist on different themes that follow the course description (brands & brand management, marketing management and marketing strategies).

Further information

More detailed information can be found on Learn platform once the course starts.

Evaluation scale

1-5

Assessment methods and criteria

The student’s performance is assessed with reference to the learning objectives and assessment criteria of the course. The completion of the course requires active participation and the assignments to be completed with a passing grade.

Assessment scale: 1–5

Qualifications

Customer-oriented marketing 5 ECTS credits or equivalent knowledge
Customer insight and customer experience 5 ECTS credits or equivalent knowledge