NOTE: The course is cancelled in 2020 spring. (edit. 26.3.2020)
The course is an intensive course taught by an international visiting professor. The course is only for Master's level students. The course will be lectured every other year.
|Lectured every other academic year (Yes, next realization year/Leave empty)
Yes, 2020-2021 (edit 26.3.2020)
M.Sc. (Econ. & Bus. Adm.) 1
4, Intensive course.
|Teacher(s) in Charge
Professor, D.Sc. (Econ. & Bus. Adm.) Olli Kuivalainen
Professor, Ph.D. Peter Spier, Skema Business School
The aim of the course is to familiarize the students with the management of 'brand equity’, which is clearly an issue of major strategic importance. Few would deny the importance of brands as valuable assets and potential source of sustainable competitive advantage. Brands provide a shortcut for customers when making a purchasing decision, seeking to avoid risk and obtain value for money. Brands provide a relevant, exciting experience. Brands connote a certain life style, values or attitude. Brands can become objects of affection: 'Lovemarks', even. Buying a brand is an integral part of an individual's quest for identity and meaning.
After completing the course the students should be able to:
- have a deep understanding on how companies manage 'brand equity'
- critically evaluate and compare different brand management strategies
- analyze and explain reason, affect and decision-making related to brands
- assess the social meaning and cultural rooting of brands
- identify and explain current trends and issues in branding
- work in a multi-cultural team
- compile academic reports about branding
- apply knowledge gained from the course, to the events, activities and/or strategies of an actual firm or organization
This course provides a comprehensive introduction to strategic brand management, covering such areas as the building of brand equity, brand identity, brand extension, brand portfolios etc. in national, regional and global markets. Indicative and subject to change topics include:
1. Introductory session - branding exercise. Brand basics.
2. Brand overview - Dyson: the man, the brand, the product, the market. Understanding codes, discourses and the potential for renewal and disruption. Sponges and hedgehogs. Mums, kids and washing liquid. The importance of consumer insight: Got milk? Fathers and whiskies
3. More about brands and how we relate to them: reason, affect and decision-making. Brand personality, brand archetypes. Brand endorsement and meaning transfer.
4. Branding people and experience. Service and experiential branding: Starbucks case study + the Apple Store
5. Brands in context. The social meaning of brands. What consumer studies and anthropology teach us.
6. A diamond is forever, beer is for men: the cultural rooting of brands. How brands become icons. Case study: Reviving an iconic brand – Levi’s in the 80s
7. Brands & communities: Harley Davidson and Jones Soda. Tribal marketing & social networks.
8. Brand placement, brand content, brand events
9. Conclusion: current issues in branding
The course will balance theory and practical application, with considerable use of case studies and student project work. 30 h of interactive lectures and cases, 4rd period (intensive format). 50 h of preparation for lectures and assignments and individual research report. Moodle learning environment is used on the course.
|Examination in Examination schedule (Yes/No)
|Examination in Moodle (Yes/No)
|Examination in Exam (Yes/No)
|Assessment scale and assessment methods
Final grade 0-5. Evaluation 0-100 points: Individual research report (100 points), Active class participation, including in-class assignments (accepted – fail). All assignments must be passed.
Readings and assignments to be announced before / in the class
Bachelor's degree, A330A0300 Strategic Global Marketing Management, or equivalent basic marketing course
|Limitation for students? (Yes, number, priorities/Leave empty)
Yes, 40. In registration, priority is given to MIMM Programme students.
|Places for exchange-students? (Yes, number/No)
|Places for Open University Students?(Yes, number/No)