Brand Management, 5 cr, (Master`s level)

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Date
    02.09.2019 - 20.12.2019
Last enrolment date
    25.08.2019
Location
    Online course
Prerequisites
    The student has competence in following marketing areas 1) developing marketing strategies and plans 2) capturing marketing insights and performance 3) connecting with consumer 4) designing market offers 5) and communicating and delivering the value to the consumer
Goal
    A brand is the most valuable assets for a company, and the successful branding is at the heart of a company’s marketing activities. A brand serves as a face and uniquely differentiate one company’s offering from others. For instance, competing firms can easily copy manufacturing process and products design, but it is not easy to create firm belief and attitudes in the consumer mind. For that reason, companies invest an incredible amount of resources in developing their brands over time. Thus it is imperative for future managers (i.e. business students) to understand the theories, concepts and principles of brand management in their formidable task of managing brands. In this course, we will examine how to do marketing from a branding perspective. Specifically, students will learn following

Understand branding related concepts, such as brand equity, and the advantages of creating strong brand.
How to develop a brand?
How to design and implement brand marketing activities and programs?
How to measure and interpret the brand performance?
How to grow and sustain the brand?

Developing competence in areas mentioned above requires students to gain theoretical knowledge and practical skills in the strategic brand management process. Acquired theoretical and practical expertise in strategic brand management will help a student in completing other task related to ‘marketing management track’ such as company projects, internships and theses. Moreover, gained competence in ‘Brand Management’ course will help the student to get the job in marketing and specifically brand management related jobs.
Contents
    Brand management process, Brand building, Designing and implementing brand marketing strategies, Measuring brand performance, Brand sustaining and growth strategies
Accomplishment
    Combined face-to-face and distance learning. Contact lessons, Case study analysis, guest lectures, pre-assignment, independent work, project assignment, group discussions, reading and summary.
Literature
    Keller, K. L. 2012. Strategic Brand Management. Building, Measuring and Managing Brand Equity, 4th edition, NJ: Prentice-Hall.
Price
    75 €
Further Information
    avoinamk@jamk.fi
Other info
    Master's degree studies. Recognition of prior learning (RPL) can be obtained on the basis of prior learning. Recognition of prior learning is subject to an application which correctly points out the competencies consistent with the course objectives. In addition, a proof of the successful completion of the development assignment is required.

See the Timetable