Curricula Guides

Uusi opinto-opas (sisältäen myös opetusohjelmat) lukuvuodelle 2018-2019 sijaitsee osoitteessa . 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 This site contains only previous years' guides.

x !
Archived Curricula Guide 2014–2016
Curricula Guide is archieved. Please refer to current Curricula Guides
MA033007 MAS31 Strategic Brand Management 6 ECTS
Organised by
Person in charge
Acacemic year 2015-2016: Ulla Hakala (lectures), Joni Salminen (assignment); Academic year 2014-2015: Ulla Hakala
Planned organizing times
Period(s) I II III IV
2014–2015 X
2015–2016 X

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.


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

Academic year 2015-16: the course lectured by Professor Stuart Roper from Bradford University, UK on intensive basis between 5-8 October. The course comprises a case assignment tutored by PhD Joni Salminen.

Academic year 2014-2015: In the beginning of September 2014, an introductory lecture on semiotics (2 hours, Hakala) and thereafter, an intensive seminar (20 hours), 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
  • In English
Participation in classroom work
  • In English

Evaluation and evaluation criteria

Numeric 0-5.
The grade is based on a written examination (literature and lectures; 60% of the grade) and an individually produced report/group assignment (40% of the grade) related to the seminar topics. Active participation in the seminar is required.

Recommended year of study

3rd, 4th or 5th year

Study materials

Academic year 2015-2016:

  1. Roper, S. & Fill, C. (2012), Corporate Reputation, Brand and Communication, Harlow: Pearson.
  2. Rosenbaum-Elliott, R., Percy, L. & Pervan, S. (2011 or later), Strategic Brand Management, 2nd Edition, Oxford: Oxford University Press.

Academic year 2014-2015:

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 60 students.
The course is equivalent to the previous course MA033080 MAS15.

Belongs to following study modules

Turku School of Economics
Turku School of Economics
Turku School of Economics
Department of Marketing and International Business
Department of Marketing and International Business
Department of Marketing and International Business
Archived Teaching Schedule. Please refer to current Teaching Shedule.
Implementation details are unavailable.
Department of Marketing and International Business
Operations and Supply Chain Management
Economic Geography
International Business
Economic Sociology
Finnish Study Modules
Business Japanese
Business Chinese