Study Guide

Objective

The Student:
- understands the importance of branding for a business.
- is familiar with the main theoretical models and processes for brand building.
- knows how to analyse, build and develop a brand.
- masters the basics of brand communication, both internally and externally.
- manages metrics for brand performance.

Content

For more information, see yearly course plan

Location and time

Jakobstad Campus Spring term 2023

Materials

Student's study litterature on building and developing brands. Note: get familiar with both academic litterature and web articles/cases.

Teaching methods

- Lectures
- Workshops
- Academic and fact based litterature studies & short papers
- Business Projects

Employer connections

The examination is based on the
- Workshops
- Academic and fact based litterature studies & short papers
- Business Projects
- Key Learning Note

Exam schedules

To be announced on course start.

Completion alternatives

The grades are based on the following:
- Workshops: Preparations, participation, activity in class
- Literature studies & short papers: Use of several different sources, analytical thinking, deadlines following
- Projects: Both Individual contribution and the result of the group work
- Learning reflections; reflective and conceptual thinking, reflections on own learning, amount and use of literature references

Student workload

135 hours including lectures, workshops, individual work and literature studies

Content scheduling

The workshops processes the theoretical and operational angle of building and developing brands. The aim of the projects is to transmit the knowledge of theory to hands on work in real-life businesses.

Evaluation scale

H-5

Assessment criteria, satisfactory (1)

For more information, see yearly course plan

Assessment criteria, good (3)

For more information, see yearly course plan

Assessment criteria, excellent (5)

For more information, see yearly course plan

Assessment criteria, approved/failed

For more information, see yearly course plan

Assessment methods and criteria

During workshops: preparation, activity in class and participation
- Work in groups: Own visible contribution, team work, final presentation and/or contribution, project report
- Following deadlines
- Reflection diaries (includes reflection on course competences and agenda, with min 2 litterature references and 3 academical articles)

Qualifications

Basic knowledge in marketing

Further information

For more information, see yearly course plan