Uusi opinto-opas (sisältäen myös opetusohjelmat) lukuvuodelle 2018-2019 sijaitsee osoitteessa https://opas.peppi.utu.fi . Tältä sivustolta löytyvät enää vanhat opinto-oppaat ja opetusohjelmat.

The new study guide (incl. teaching schedules) for academic year 2018-2019 can be found at https://studyguide.utu.fi. This site contains only previous years' guides.

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Arkistoitu opetussuunnitelma 2013–2014
Selaamasi opetussuunnitelma ei ole enää voimassa. Tarkista tiedot voimassa olevasta opetussuunnitelmasta.
MA033080 MAS15 Strategic Brand Management 6 op
Organised by
Marketing
Person in charge
Ulla Hakala

Learning outcomes

The course provides students with capabilities to analyse, plan, create, develop and maintain brands in order to increase brand equity in consumer, service and industrial markets.

Contents

Including a wide range of literature and an intensive seminar where a special emphasis is put on narrowing the gap between brand theory and branding in practice, the course offers a fresh, multidisciplinary approach to brand management.

Teaching methods

Teaching method Contact Online
Lectures 20 h 0 h

An intensive seminar (20 hours in September 2013), lectured by Dr. Nicholas Adjouri from Berlin, Germany. The exact dates and hours will be announced later.

Modes of study

Option 1
Available for:
  • Degree Programme Students
  • Other Students
  • Doctoral Students
  • Exchange Students
Written exam
  • In English
Exercise(s)
  • In English
Participation in classroom work
  • In English
English:
Written exam and Exercise(s) and Participation in classroom work

The grade is based on a written examination (literature and lectures) and an individually produced report/group assignment related to the seminar topics. Active participation in the seminar is required.

Evaluation

Numeric 0-5.

Recommended year of study

4th or 5th year I

Study materials

1. Aaker, David A.; Joachimsthaler, Erich. Brand leadership. New York, The Free Press 2000. OR
1. Aaker, David A.; Joachimsthaler, Erich. Brandien johtaminen. Porvoo, WSOY 2000.

Additional material for the course:

2. Aaker, David A. Building strong brands. New York, The Free Press 1996.
3. Keller, Kevin Lane. Strategic Brand Management. Building, Measuring and Managing Brand Equity. 2nd ed. 2003.
4. Keller, Kevin Lane. Best practice cases in branding: lessons from the world’s strongest brands. Upper Saddle River 2003.
5. Wheeler, Alina. Designing brand identity: A complete guide to creating, building and maintaining strong brands 2006.

Further information

The number of students in the course is limited to 40 students.

Belongs to following study modules

Markkinoinnin ja kansainvälisen liiketoiminnan laitos
Turun kauppakorkeakoulu
Markkinoinnin ja kansainvälisen liiketoiminnan laitos
Turun kauppakorkeakoulu
2013–2014
Teaching
Archived Teaching Schedule. Please refer to current Teaching Shedule.
Implementation details are unavailable.
Markkinoinnin ja kansainvälisen liiketoiminnan laitos
Opintokokonaisuudet