- Savonia University of Applied Sciences
|Social and health care, Kuopio
Social and health care & rural Industries, Iisalmi
|Basis of Education||Competence Standards||Structure of Studies||Development of Expertise||Methods and implementation||Course Table|
|Name||Strategic Branding and Marketing Communication|
|Objectives||The students will understand the meaning of strategic brands in the success of an organisation. The connection between branding and the overall management of the organisation will become clearer. The student will also learn the process of methodical brand building and the tools and methods of implementation.|
|Content||- Meaning of brands in regards to purchase behavior|
- Meaning of brands in regards to organizational achievement
- Brand strategies and branding as a strategic issue
- Brand building elements, concepts and process
- Brand equity and benefits
|Requirements||Presentation on assignment, exam.|
|Methods||Lectures, guided exercises, reports on problem based learning and OIS-working, active participation, literature and articles.|
|Grading Scale||0 - 5|
|Course material||Aaker, D: Building Strong Brands. |
Keller, K: Strategic Brand Management, 2008.
Fournier, Breazeale & Fetscherin, edited: Consumer-brand relationships, 2012.
Other material provided by teacher.
|Prerequisites||Effective Marketing or similar.|
Pidätämme oikeuden opetussuunnitelmien muutoksiin mm. opiskeltavien sisältöjen päivitystarpeiden takia.