Eija Mustonen
Eija Mustonen
Detailed study material in the Moodle. 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"
This is a virtual course where You complete assignments on analysing and developing brand solutions. Before accepting to course, you are required to do prework. Study material is in the Moodle consists of the meaning of brand and the different aspects and modern 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 to analyse and developing some real brand. Task one is the brand analysis according to the subtasks and methods are given in the Moodle material. Task two is brand development, according to the subtasks and methods are given in the Moodle material. At the end, you also need to comment on some other student's tasks. Joint feedback is given after the return day of the task.
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.
English
29.08.2022 - 19.05.2023
01.07.2022 - 04.09.2022
Enrolment in Peppi http://peppi.lab.fi. If you need assistance, please contact the student office.
Institute of Design and Fine Arts (LAB)
Heikki Nuutinen
Master’s Degree Programme in Culture and Arts, Design Thinking and Design Leadership, Master’s Degree Programme in Culture and Arts, Digital Solutions for the Design and Media
E-campus
5 credits
1-5
You can apply for the course by writing a summary of given materials (see the Moodle-page) by 18.9. Preliminary application deadline is 10.9.2020. Next possibility is spring 2021. After accepted return of symmary, You will be given task to analyse and develop a brand of your choise and the assess work of one fellow student. After this you will have joint feedback from the teachers and give your own course feedback in Moodle.
Virtual in Moodle
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)
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.
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.
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.
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.