Brand Management (3 cr)
Code: LTP7154-3005
General information
Enrollment
01.04.2021 - 30.09.2021
Timing
11.10.2021 - 07.12.2021
Number of ECTS credits allocated
3 op
Virtual portion
3 op
RDI portion
2 op
Mode of delivery
Distance learning
Campus
Wärtsilä Campus Karjalankatu 3
Teaching languages
- English
Seats
20 - 40
Degree programmes
- Degree Programme in Business Economics
Teachers
- Martha Balerina
Teacher in charge
Martha Balerina
Groups
-
TOP21_22Other Complimentary Studies Group Semester 2021-2022
Objective
The student:
- is able to understand and assess the change of marketing communication style in the recommendation based markets.
- is able to identify and construct the main factors that build the company image and brands.
- is able to recognize and relate the formation tools and research methods for basic visual communication and can apply them for interpretation and construction purposes.
- is able to interpret and analyze from existing company material the building of brand identity and how well it is succeeding.
- is able to apply brand building factors and visual communication tools in collaborative, new brand image construction task.
- is able to operate collaboratively in managing a holistic brand creation process and inventing and debating the factors and visual communication involved in it.
Content
The course focuses on the brand management and visual communication as essential business factors for creating company and brand images. Core issues are: branding, brand analysis, design management of international business, visual communication research and advertising, recommendation-based markets, product-service-information-environment factors in branding. Contemporary study material will be delivered from professional journals (for example www.dmi.org).
Teaching methods
The course contains a series of analysis tasks referring to: (1) advertising and brand communication in international markets, and (2) brand and corporate identity and image of Finnish companies. The course also contains an advanced research project (might be in real-life settings) that requires team work.
Evaluation scale
Approved/Rejected
Assessment methods and criteria
The assessment is based on the below competences:
-Brand design knowledge (apply & assess)
-Visual competence (analyse & construct & relate & communicate)
-Working community expertise (operate & interpret)
-Innovation competence (invent & debate)
-Internationalism competence (identify & recognize)