Brand Management, 5 cr (Master´s level)

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Date
    12.03.2018 - 11.05.2018
Last enrolment date
    25.02.2018
Location
    Rajakatu 35, contact lessons
Prerequisites
    The student has competence in marketing analysis, planning and implementation.
Goal
    The aim of this module is to develop the students' knowledge and understanding of the theory, concepts and principles of brand management. Students to become familiar with the range of tools, and decisions involved in brand management. They are able to analyze customer relationships and interpret and utilize this information in strategic brand management. Students understand, through practical company examples how brand management is applied in a global business environment. Students are capable to develop brand management strategies and practices of the organization. They are able to design, implement, and plan a strategic brand management process.
Contents
    Brand management process, Brand strategies, Brand building, Brand elements, Brand portfolio, Brand manuals, Integrated marketing communication, Brand extension, Brand stretching, Brand equity, Brand value, measuring and interpreting brand performance.
Accomplishment
    Combined face-to-face and distance learning. Contact lessons, quest 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, 4rd edition, NJ: Prentice-Hall.
Payne, A., Storbacka, K.,Frow, P.& Knox, S.2009.Co-creating brands: Diagnosing and designing the relationship experience. Journal of Business Research, Mar2009, Vol. 62 Issue 3, p379-389, 11p.
BrandPro Game and Journal of Brand Management.
Price
    75 €
Further Information
    Soile Korhonen
Education secretary
lipa.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