YMAS2130 Brand Management (6 op)
Opinnon taso:
Syventävät opinnot
Arviointiasteikko:
0-5
Suorituskieli:
englanti
Vastuuorganisaatio:
Jyväskylän yliopiston kauppakorkeakoulu
Opetussuunnitelmakaudet:
2020-2021, 2021-2022, 2022-2023
Kuvaus
Emotions, cognition and brands
Symbolic and cultural meanings of brands
Brand strategies
Brand equity
Brand performance
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
- 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
Esitietojen kuvaus
Intermediate studies in marketing.
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
Keller, K.L. 2008. Strategic Brand Management. Building, Measuring, and Managing Brand Equity. 3rd ed. Pearson
Kirjallisuus
- 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
Suoritustavat
Tapa 1
Arviointiperusteet:
Essay
Valitaan kaikki merkityt osat
Suoritustapojen osat
x
Osallistuminen opetukseen (6 op)
Tyyppi:
Osallistuminen opetukseen
Arviointiasteikko:
0-5
Suorituskieli:
englanti