Study Guide

Learning outcomes

The student is able to
- explain the concept, contents and characteristics of marketing thought
- use the methods of marketing communication and branding in their professional activity
- draw up a marketing plan
- select appropriate methods and channels for marketing communication and branding.

Implementation and methods of teaching

- Lectures (in principle, face-to-face)
- Hourly assignments, 5-10 pcs.
- Project assignments, 3-4 units
- Introduction to theory through key literature.
- On-site presence and participation in discussions
Possible:
- Visits
- Visiting lecturers

This course is a co-delivery with Graphic Design and uxui. The content is generic and there is no specific sectoral focus.
The course provides a basis for understanding branding and the means and channels of visual marketing communication in the designer's work. Basic terminology, theories and methods will be introduced during the course. This course is a prelude to the upcoming 3rd year of Brand Studies.

Timing and attendance

Attendance rate of 80%.

Learning material and recommended literature

- Computer program for visual presentations
- Pen and paper
- Camera (mobile phone)
- Senses and brain

The course literature will be distributed in the module.
Alina Wheeler Designing brand indentity, Philip Kotler Marketing 2.0 - 5.0, Marty Neumeier.

Alternative completion methods

AHOT

Working life cooperation

The course aims to get real companies involved in brand design.

Learning environment

The course is generally taught face-to-face.
Course moodle.
Possible company visits to Lahti/Helsinki.

Contents

The course lectures are in principle taught face-to-face.
The lectures include theoretical parts, audiovisual material and group and individual classroom exercises.
The course involves designing a brand concept for an existing or fictional company, product or innovation.
Where possible, the course aims to organise visits or guest lecturers. Being present and participating in the discussion is essential to the nature of the course.

Additional information for students: previous knowledge etc.

The first year of studies and the theoretical basis must be below in order to participate.

Assessment criteria

5
Attended at least 90% of the time.
All tasks done with thought and ambition.
Contributed constructively to the debate.
Demonstrated visual thinking and design skills.

4
Attended at least 90%.
All tasks done with thought and ambition.
Participated constructively in the discussion.

3
Attended at least 70%.
All tasks done with thought.
Participated in the debate.

2
Present at least 80% of the time.
All tasks completed.

1
Attended at least 80%.
Most tasks completed (may require additional tasks).

0 Failed.
Did not attend or complete tasks.

Assessment scale

1-5