YMAS2130 Brand Management (6 op)
Osaamistavoitteet
On successful completion of the course, students will be able to:
- recognise and explain the core concepts and theories in brand management
- identify links between brand meaning and brand strategy
- apply brand strategies in various branding objectives
Suoritustavat
Contact teaching course: Autumn 2.period. The study methods of the contact teaching course are specified in the study program annually.
Sisältö
Emotions, cognition and brands
Symbolic and cultural meanings of brands
Brand strategies
Brand equity
Brand performance
Oppimateriaalit
Rosenbaum-Elliott, R., Percy, L. & Pervan, S. 2011. Strategic Brand Management. Oxford University Press.
Keller, K.L. 2008. Strategic Brand Management. Building, Measuring, and Managing Brand Equity. 3rd ed. Pearson
Kirjallisuus
| ISBN-numero | Tekijä, julkaisuvuosi, teoksen nimi, julkaisija |
|---|---|
| Rosenbaum-Elliott, R., Percy, L. & Pervan, S. 2011. Strategic Brand Management. Oxford University Press. | |
| Keller, K.L. 2008. Strategic Brand Management. Building, Measuring, and Managing Brand Equity. 3rd ed. Pearson |
Arviointiperusteet
Accepted completion of the designated assignments. The assessment criteria of the course is specified in the study program annually.
Esitietovaatimukset
Intermediate studies in marketing.