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:
Wed 15.1 klo 17.30-20.30
Tue 28.1. klo 17.30-20.30
Tue 4.2 klo 17.30-20.30
Thu 20.2 klo 17.30-20.30

Materials

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 course involves lectures, group work, and the resolution of real-life cases, enabling the application of theoretical knowledge to practical situations.

Important Notice:
Attendance for lectures is strongly recommended and will contribute to your final grade. Regular participation enhances your understanding of the course material and directly influences your performance assessment. Please ensure that you can attend the sessions.

Employer connections

The course involves the resolution of real-life cases, enabling the application of theoretical knowledge to practical situations.

Further information

Important Notice:
Attendance for lectures is strongly recommended and will contribute to your final grade. Regular participation enhances your understanding of the course material and directly influences your performance assessment. Please ensure that you can attend the sessions.

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 %).

Important Notice:
Attendance for lectures is strongly recommended and will contribute to your final grade. Regular participation enhances your understanding of the course material and directly influences your performance assessment. Please ensure that you can attend the sessions.

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 and apply 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 and apply different approaches in brand management and develop new courses of action justifying his/her choices.