Marketing and brand management (5 cr)

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

E.g. Kevin Lane Keller: Strategic brand management (2012 or newer).
Philip Kotler ja Kevin Lane Keller: Marketing management (2009 or newer).
Other material given by the teachers.

Study forms and methods

Scheduled track:
You participate in the course according to the normal schedule. There are lectures, group meetings/group work and independent tasks that form the course content.

Independent track:
If you work in a relevant field in a company, organization or a project offered by the university of applied sciences, you can complete the course or module at your work place/project in full or partially. In this case you need to contact the teacher in the beginning of the course and agree of a development project that can be performed at your work place. The requirement is, that in your project you will familiarize yourself with the themes covered during the course and that you can manage them both in theory and practice. You will then prove your knowledge by participating in a competence test. The scope of the test will be defined according to the learning objectives of the course.
You need to prepare a development project, where the learning objectives of course are met what comes to the knowledge (theory), skills (practice) and attitudes. The plan of the project needs to be delivered to the teacher at the beginning of the course and you need to be prepared to modify it according to the teacher’s comments and/or based on a discussion. You can then execute the approved plan, after which you will get a grade (credits).

Blended track:
In case you have previous knowledge or experience in this field, you can get them accredited (in full or partially) by demonstrating participation in a similar course or by demonstrating relevant working experience. In case you don’t have sufficient certificates, a competence test can be organized. In partial accreditation you study independently those parts, that have not been accredited directly.

Course part description

One part of learning consists of working with a real case given by an external company.

Evaluation scale

1-5

Assessment methods and criteria

Grading 0-5 based on the assignments presented by the teachers in the beginning of the course.

Qualifications

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