Study Guide

Objective

The objective of the course is to provide students with the basic knowledge and understanding of digital brand management in a business context. The learning objectives for this course are to have students: gain an understanding of the key concepts and theories in the field of brand management, analyze branding strategies and practices in digital channels and platforms and critically evaluate different approaches in brand management.

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

Content

- Approaches to brand management
- Brand co-creation in digital contexts
- Branding strategies and practices

Location and time

Online

Materials

Books: Keller (2012): Strategic Brand Management (4th edition), Prentice Hall.

Ind & Schmidt (2019): Co-creating brands. Brand Management from a Co-creative Perspective.

Journal articles: Gorbatov et al. (2018): Personal Branding: Interdisciplinary Systematic Review and Research Agenda. Frontiers in Psychology.

Keller (2010): Brand Equity Management in a Multichannel, Multimedia Retail Environment. Journal of Interactive Marketing.

Koch (2021): Brands as activists: The Oatly case. Journal of Brand Management.

Merz et al. (2009): The evolving brand logic: a service-dominant logic perspective. Journal of the Academic Marketing Science.

Saravuo et al. (2021): Towards a conceptual understanding of co-creation in branding. Journal of Business Research.

Spence & Essoussi (2008): SME brand building and management: an exploratory study. European Journal of Marketing.

Teaching methods

The teaching method is a combination of seminar-type online lectures and discussions, visiting lectures from companies, case analysis, (team) field assignments, and individual assignments/or exams. The learning process will be student-driven.
Critical thinking skills are encouraged and nurtured as a core part of the learning process and outcome. The students are encouraged to demonstrate active involvement and meaningful contributions to class discussions and learning. The practical orientation is accomplished through development work and will support the student’s thesis process.

Blended method: Introductory lectures and discussion seminars (10 h), assignments: group work (60 h), reading assigned articles (30 h), real-life brand audit or other similar type of assignment (30 h). Attendance for lectures/seminars is recommended and part of the final grade.

Employer connections

Visiting lecturer from case company.

Further information

Attendance for lectures/seminars is recommended and part of the final grade.

Evaluation scale

H-5

Assessment criteria, satisfactory (1)

1-2: The student
- is able to recognize and define the basic concepts and principles of brand management.
- is able to analyze branding strategies and practices used in digital channels and platforms.
- is able to evaluate different approaches in brand management.

Assessment criteria, good (3)

3-4: The student
- is able to define and apply the basic concepts and principles of brand management.
- is able to analyze and evaluate branding strategies and practices used in digital channels and platforms.
- is able to evaluate different approaches in brand management and develop new courses of action.

Assessment criteria, excellent (5)

5: The student
- is able to independently and creatively apply the concepts and principles of brand management.
- is able to independently and creatively evaluate, compare and develop branding strategies and practices used in digital channels and platforms.
- is able to critically evaluate different approaches in brand management and develop new courses of action justifying his/her choices.

Assessment methods and criteria

Class participation (10 %)
Group work (60 %)
Brand audit or similar type of assignment (30 %).

Assessment criteria, fail (0)

0: The student does not participate in the course or he/she doesn´t meet the minimum requirements for course approval.

Assessment criteria, satisfactory (1-2)

1-2: The student
- is able to recognize and define the basic concepts and principles of brand management.
- is able to analyze branding strategies and practices used in digital channels and platforms.
- is able to evaluate different approaches in brand management.

Assessment criteria, good (3-4)

3-4: The student
- is able to define and apply the basic concepts and principles of brand management.
- is able to analyze and evaluate branding strategies and practices used in digital channels and platforms.
- is able to evaluate different approaches in brand management and develop new courses of action.

Assessment criteria, excellent (5)

5: The student
- is able to independently and creatively apply the concepts and principles of brand management.
- is able to independently and creatively evaluate, compare and develop branding strategies and practices used in digital channels and platforms.
- is able to critically evaluate different approaches in brand management and develop new courses of action justifying his/her choices.

Objective

The objective of the course is to provide students with the basic knowledge and understanding of digital brand management in a business context. The learning objectives for this course are to have students: gain an understanding of the key concepts and theories in the field of brand management, analyze branding strategies and practices in digital channels and platforms and critically evaluate different approaches in brand management.

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

Content

- Approaches to brand management
- Brand co-creation in digital contexts
- Branding strategies and practices

Materials

Books:
Keller (2012): Strategic Brand Management (4th edition), Prentice Hall.
Ind & Schmidt (2019): Co-creating brands. Brand Management from a Co-creative Perspective.

Journal articles:
Gorbatov et al. (2018): Personal Branding: Interdisciplinary Systematic Review and Research Agenda. Frontiers in Psychology.
Keller (2010): Brand Equity Management in a Multichannel, Multimedia Retail Environment. Journal of Interactive Marketing.
Koch (2021): Brands as activists: The Oatly case. Journal of Brand Management.
Merz et al. (2009): The evolving brand logic: a service-dominant logic perspective. Journal of the Academic Marketing Science.
Saravuo et al. (2021): Towards a conceptual understanding of co-creation in branding. Journal of Business Research.
Spence & Essoussi (2008): SME brand building and management: an exploratory study. European Journal of Marketing.

Completion alternatives

The teaching method will be a combination of seminar-type online lectures and discussions, visiting lectures from companies, case analysis, (team) field assignments, and individual assignments/or exams. The learning process will be student-driven.
Critical thinking skills are encouraged and nurtured as a core part of the learning process and outcome. The students are couraged to demonstrate active involvement and meaningful contributions to class discussions and the learning process. The practical orientation is accomplished through development work and will support the student’s thesis process. Attendance for lectures/seminars is recommended and is acknowledged as a part of the final grade.

Evaluation scale

H-5

Assessment criteria, satisfactory (1)

1-2: The student
- is able to recognize and define the basic concepts and principles of brand management.
- is able to analyze branding strategies and practices used in digital channels and platforms.
- is able to evaluate different approaches in brand management.

Assessment criteria, good (3)

3-4: The student
- is able to define and apply the basic concepts and principles of brand management.
- is able to analyze and evaluate branding strategies and practices used in digital channels and platforms.
- is able to evaluate different approaches in brand management and develop new courses of action.

Assessment criteria, excellent (5)

5: The student
- is able to independently and creatively apply the concepts and principles of brand management.
- is able to independently and creatively evaluate, compare and develop branding strategies and practices used in digital channels and platforms.
- is able to critically evaluate different approaches in brand management and develop new courses of action justifying his/her choices.

Assessment methods and criteria

Class participation (10 %)
Critical essay (60 %)
Brand audit (30 %).

Assessment criteria, fail (0)

Grade 0: The student did not submit the course assignments or these assignments did not meet the minimum quality requirements presented in the class.

Assessment criteria, satisfactory (1-2)

Grades: 1 – 2: The student has delivered the assignments prepared generally according to the
defined requirements. The student understands mostly correctly the subject matter concepts and can apply them. However, the digital brand management challenges and recommendations are rather general and not detailed. Contribution during the classes is low.

Assessment criteria, good (3-4)

Grades 3-4: The student has delivered the assignments, which are prepared
according to the requirements presented in the class. The student understands the subject matter concepts very well and can apply them correctly. The student also understands well digital brand management and the key issues. Additionally, the student can give practical development recommendations utilizing his/her knowledge and skills on the subject. The student has demonstrated active involvement in class discussions.

Assessment criteria, excellent (5)

Grade 5: The student has delivered the course assignments and these are prepared according to the
requirements presented in the class. The student understands the subject matter concepts deeply and can apply them correctly. The student also understands well and can critically analyze different factors
in the digital brand management domain. In addition, the student can propose ideas for the utilization of the above in any digital brand management context. The student has demonstrated active involvement and
meaningful contributions to class discussions.