Study Guide

Learning outcomes

Students
know how to justify and apply the different ideation and analysis tools and means of brand management and development
know how to analyse, build and manage brand identity in the recommendation based markets with multiple channels and visual means

Implementation and methods of teaching

This is a virtual course with answers to task questions in the middle of the semester and return of the tasks before the end of the semester. Study material is in the Reppu about the meaning of brand and the different aspects and methods of brand development and management including examples of visual communication of brands. Additional reading material is also recommended for those interested in it. The tasks demand analysing and developing some real brand. Task one is the brand analysis according to the sub tasks and methods given in the Reppu material. Task two is the brand development according to the sub tasks and methods given in the Reppu material. At the end you also need to commnet on some other student's tasks. Joint feedback is given after the return day of the tskas and then you are kindly asked to give feedback in Reppu.

Timing and attendance

The course begins at 29.8.2019. You can apply for the course by writing a summary of given materials (see the Reppu-page) by 25.8.
After accepted return of symmary You will be given task to analyse and develop a brand of your choise. Final return day for these tasks is 24.11.2019 and the assessment of other students work by the 1.12. After this you will have joint feedback from the teachers and give your own course feedback in Reppu.
The course will run also the next year in a similar way, starting 31.8.2020.

Learning material and recommended literature

Detailed study material in the Reppu.

Pre-course readings:
BOOKS

CATHARINE SLADE: Creating a Brand Identity: A Guide for Designers (2016) Link for ebook in Finna (accessible with your student credentials) https://masto.finna.fi/Record/nelli16_phkk.3710000000666545

Link for the eBook in Amazon, for reading reviews and buying if interested https://www.amazon.com/Creating-Brand-Identity-Guide-Designers-ebook/dp/B01FFNHEV4/ref=tmm_kin_swatch_0?_encoding=UTF8&qid=&sr=

REQUIREMENT:

The whole book
KOTLER, PHILIP; KARTAJAYA, HERMAWAN; SETIAWAN, IWAN Marketing 4.0 (2016)

Link for ebook in Finna (accessible with your student credentials) https://masto.finna.fi/Record/nelli16_phkk.3710000000952392 Link for the eBook in Amazon, for reading reviews and buying if interested https://www.amazon.com/Marketing-4-0-Moving-Traditional-Digital-ebook/dp/B01MXMZE4T

REQUIREMENT:

Prologue "From Marketing 3.0 to Marketing 4.0" (pages XV-XVII on start of the book)
Chapter 4 on Part II: "Marketing 4.0 in the Digital Economy" (pages 65-75 in printed book)
Chapters 8-11 + epilogue on Part III (pages 107-171 in printed book) "Tactical Marketing Applications in the Digital Economy"

Learning environment

Virtual in Reppu.

Student time use and work load

1. Read and listen to the resource material (23 hours of workload). You can also get to know the brand related issues by reading or browsing some literature and lists of the books is available in the material.
2. Choose a company or an organisation for brand analysis. Analyse this brand according to the instructions given in the section 2 (40 hours of workload, 40 % of the assessement grade).
3. Make a plan for the development of the brand according to the instructions given in the section 3 (60 hours of workload, 50 % of the assessement grade)
4. Comment on and assess some other student's analysis and development plan in the comment discussion folder on the section 4 (10 hours of the workload, 10 % of the assessement grade)

Contents

The course content is about the meaning of brand and the different aspects of and methods for brand development and management. The tasks include both brand analysis of an existing brand and a connected brand development task. The transfer from the abstract brand vision and attributes to the concrete touchpoints and visualisations is important part of the tasks.

Assessment criteria

The assessement is from the brand analysis task 40 % of the grade and the brand development task 50 % of the grade. The justifications of the analysis and development results presented are a vital part of the assessement. The comments on other students work will be 10 % of the grade.

Assessment scale

1-5

Assessment criteria: level 1 (assessment scale 1–5)

Student
knows how to apply the different brand analysis and development tools as a means to develop the brand identity according to the business strategy
knows how to develop and renew for the brand execution relevant multiple channels and visual means according to the brand identity and customer/stakeholder demands.

Assessment criteria: level 3 (assessment scale 1–5)

Student
demonstrates capabilities in developing brand considering entrepreneurial value
Is capable of finding connections between multiple channels and visual means for branding providing for consistency in brand execution.

Assessment criteria: level 5 (assessment scale 1–5)

Student
demonstrates capabilities in leading the brand development and the connected, thoroughly justified value solutions
is capable of creating innovative solutions for the brand challenges.