Study Guide

Learning outcomes

The student is
- able to create added-value-driven business strategies
- able to facilitate customer’s experience as a brand enhancing competitive advantage.
- able to create hybrid product-service concepts in building personalized customer experiences and design value adding business models and processes.
- able to leverage future trends and insight on target groups as a source for new business development.

Implementation and methods of teaching

The course is delivered entirely online and comprises both scheduled online sessions and on-demand content in Moodle. The teaching methods include lectures, interactive discussions, and practical assignments designed to enhance understanding of business and brand design.

Timing and attendance

The course is structured into main content blocks, with online sessions on the following dates:

• Business Model Essentials: 23.01.2024
• Brand Strategy Foundations: 12.02.2024
• Brand Experience and Design: 04.03.2024

On-demand content:
• Course Introduction: available 15.1.2024
• Integrating Brand and Business Design: March 2024

Attendance at scheduled online sessions is expected, while on-demand materials can be accessed at the student's convenience.

Learning material and recommended literature

Learning materials will be provided through the online learning platform, Moodle. Recommended literature and resources specific to each module will be communicated to enrolled students.

Alternative completion methods

No alternative completion methods are provided for this course.

Working life cooperation

The course includes case studies and examples from current business practice, highlighting the application of theoretical concepts in real-world scenarios.

Learning environment

The learning environment consists of:

• Online sessions via Zoom/Teams.
• Moodle for on-demand content, assignments and online forums for group discussions.

Student time use and work load

The course is worth 5 ECTS, indicating a total workload of approximately 133 hours. This workload is divided across individual study, group work, and participation in online sessions.

Contents

The course covers the following key areas:

1. Business Model Essentials: Core components and innovation of business models, Value Canvas.
2. Brand Strategy Foundations: Brand strategy principles, crafting brand vision, and the role of brand strategy.
3. Brand Experience and Design: Elements of brand experience, the relationship between brand strategy and design, and methods for optimizing
brand experience.
4. Integrating Brand and Business Design: Aligning brand and business models, the impact on success, and strategies for holistic growth and
market leadership.

Additional information for students: previous knowledge etc.

Students should have a basic understanding of business concepts. Prior coursework in strategy or marketing is helpful but not required.

Assessment criteria

Individual learning assignments.
Group learning assignments.
Participation and activeness during the online lectures.

Assessment scale

1-5

Failed (0)

The student has not met the basic learning outcomes of the course. There is a lack of understanding of the fundamental concepts of business design, an inability to apply theoretical knowledge to practical situations, or the student has not submitted critical pieces of assessment.

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

The student demonstrates a minimal understanding of business design principles. The student can identify basic concepts but struggles with application and critical analysis. There may be significant errors or omissions in the student’s work, and there is limited evidence of the ability to construct coherent outcomes.

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

The student comprehends the course content and can apply key concepts of business design to typical scenarios with some competence. The student can perform analyses and develop strategies that are correctly structured but may lack depth, creativity, or detail. There is an understanding of brand experience and business model integration, but the insights may be conventional rather than innovative.

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

The student excels in understanding and applying business design concepts. The student can critically analyze complex situations, develop innovative strategies, and create comprehensive business design plans. The student demonstrates the ability to lead in the creation and optimization of brand experiences, and the work reflects a strategic, thoughtful approach to integrating brand and business goals for market leadership.