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A330A0500 Brand Management, 3 cr 
Code A330A0500  Validity 01.08.2015 -
Name Brand Management  Abbreviation Brand Managemen 
Credits3 cr   
TypeBasic studies  
ClassCourse   
  Grading scaleStudy modules 0-5,P/F 
  Eligibility for post-graduate studiesno
    Allowed to study several timesno
Organisation LUT School of Business and Management 

Teachers
Name
Olli Kuivalainen 
Peter Spier 

Description by Study Guide
Note 

Location: Lappeenranta

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)

 
Year 

M.Sc. (Econ. & Bus. Adm.) 1

 
Period 

4, Intensive course.

 
Teaching Language 

English

 
Teacher(s) in Charge 

Professor, D.Sc. (Econ. & Bus. Adm.) Olli Kuivalainen

Professor, Ph.D. Peter Spier, Skema Business School

 
Aims 

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

 
Contents 

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

 
Teaching Methods 

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) 

No

 
Examination in Moodle (Yes/No) 

No

 
Examination in Exam (Yes/No) 

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.

 
Course Materials 

Readings and assignments to be announced before / in the class

 
Prerequisites 

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) 

max 15

 
Places for Open University Students?(Yes, number/No) 

No

 


Current and upcoming courses
Functions Name Type cr Teacher Timing
  Brand Management  COURSE  Olli Kuivalainen,
Peter Spier 
02.03.20 -17.04.20 -

Upcoming exams
No exams