Study Guide

Objective

The learning objectives for this course are to have students:
- gain an understanding of the brand co-creation in public and private services,
- apply brand co-creation strategies and practices to develop public and private services in a sustainable way.
- apply branding strategies and practices to create brand awareness among internal and external stakeholders.
- critically evaluate different approaches in brand co-creation.

Main competences on the course: proactive development, operating in a workplace, sustainable development

Content

- Brand co-creation in service ecosystems
- Brand orientation in different organizations (SME, non-profit, for-profit, corporation)
- Employer branding as a booster in a competition of a global talent
- Branding strategies and practices.

Assessment criteria, satisfactory (1)

1-2: The student
- recognizes and defines field-related phenomena and basic concepts.
- identifies relevant resources (e.g., marketing research, reports, expert interviews, etc.) as part of the process of developing ideas, plans, and solutions.
- knows diverse courses of action but cannot justify his/her choices.

Assessment criteria, good (3)

3-4: The student
- describes the relations between field-related phenomena and the key concepts.
- applies knowledge that she/he has gathered from relevant sources (e.g., marketing research, reports, expert interviews, etc.) in an informed and skillful way as part of the process of developing ideas, plans, and solutions.
- selects the appropriate course of action from diverse options and justifies his/her choice.

Assessment criteria, excellent (5)

5: The student
- structures, evaluates, and develops the relations between field-related phenomena and the key concepts.
- analyses knowledge that she/he has gathered from relevant sources (e.g., marketing research, reports, expert interviews, etc.) in an informed and innovative way as part of the process of developing ideas, plans, and solutions.
- can search for diverse courses of action and solution alternatives, justify his/her choices and try new courses of action.