Brand Management (5cr)

Evaluation scale

H-5

Objective

After completion of the course the student is able to
- summarize the concept of strategic brand management
- describe how brands are built
- analyze the meaning of brand identity and extensions
- analyze the concept of brand portfolio
- define factors influencing to the value of a brand
- evaluate consumer-oriented brand marketing
- interpret consumer–producer relationship.

Execution methods

Written assignment, independent work. The deadline of the assignment will be given by the teacher.

Accomplishment methods

Succesful completion of the written assignment. For more details contact: vesa.markuksela@ulapland.fi

Content

Strategic brand management, brand building and meaning of brands as part of the everyday life of a consumer.

Materials

Two of the following: Johansson, Johnny K. & Carlson, Kurt A. (2015) Contemporary Brand Management, 15th ed. Malone, Chris & Fiske, Susan T. (2013) The Human Brand: How We Relate to People, Products and Companies. Johansson, Johnny K. & Carlson, Kurt A. (2014) Contemporary Brand Management. Millman, Debbie (2011) Brand Thinking and Other Noble Pursuits. or other given literature.

Assessment criteria, satisfactory (1)

Fail: Performance is highly deficient or erroneous. The work may be based on serious misunderstandings.

Sufficient and satisfactory (1-2): Performance is lacking in scope, superficial, or corresponds poorly to the assignment. The author merely lists things out of context or addresses them one-sidedly. The work may contain errors or obscurities.

Assessment criteria, good (3)

Good and very good (3-4): Performance corresponds to the assignment, manifesting comprehension and a skill to analyse and justify. The author has addressed the issue comprehensively. The work may contain some deficiencies.

Assessment criteria, excellent (5)

Excellent (5): Performance delineates an extensive whole and the author can apply knowledge in a multifaceted way or place it in various contexts. The work manifests independency and insight, and it is a flawless entity that involves justified thinking or critical contemplation. The work is well written and implemented.

Qualifications

YMAR1105 Markkinointiviestintä