YMAS2130 Brand Management (6 op)

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Opinnon taso:
Syventävät opinnot
Arviointiasteikko:
0-5
Suorituskieli:
englanti
Vastuuorganisaatio:
Jyväskylän yliopiston kauppakorkeakoulu
Opetussuunnitelmakaudet:
2024-2025, 2025-2026, 2026-2027, 2027-2028

Kuvaus

This course incorporates 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. Key concepts to be covered in the course include:

Product vs. brand; branding

Brand equity (customer-based; financial)

Brand architecture

Sustainability and branding

Co-branding; rebranding

Newsjacking

Brand love; brand hate

MarCom in brand creation

Osaamistavoitteet

Successful completion of the course will provide the students with capabilities to analyse, plan, create, develop and maintain brands in order to increase brand equity in consumer, service and industrial markets.

Lisätietoja

This course is organized in an intensive format. It is primarily offered to marketing majors and open to others if space allows. 

Esitietojen kuvaus

Advanced optional studies in marketing

Pakolliset esitiedot

Suositellut esitiedot

Oppimateriaalit

Course text books and additional literature recommended by the lecturer.

Kirjallisuus

  • Rosenbaum-Elliott, R., Percy, L. & Pervan, S. 2011 or later. Strategic Brand Management, 2nd Edition, Oxford: Oxford University Press.
  • Beverland, M. & Cankurtaran, P. 2024. Brand Management – Co-creating Meaningful Brands. London: SAGE Publications Ltd.

Suoritustavat

Tapa 1

Arviointiperusteet:
Preliminary assignment (to be submitted before the intensive seminar), Brand analysis (team work), Individual assignment (to be submitted after the intensive seminar)
Opetusajankohta:
Periodi 2
Valitaan kaikki merkityt osat
Suoritustapojen osat
x

Osallistuminen opetukseen (6 op)

Tyyppi:
Osallistuminen opetukseen
Arviointiasteikko:
0-5
Arviointiperusteet:
<p>Preliminary assignment (to be submitted before the intensive seminar) 10%; Brand analysis (team work) 40%; Individual assignment (to be submitted after the intensive seminar) 50%</p>
Suorituskieli:
englanti
Työskentelytavat:

Participation in online lectures, completion of assignments

Oppimateriaalit:

Course textbooks

Additional literature recommended by the lecturer

Kirjallisuus:
  • Beverland, M. & Cankurtaran, P. 2024. Brand Management – Co-creating Meaningful Brands. London: SAGE Publications Ltd
  • Rosenbaum-Elliott, R., Percy, L. & Pervan, S. 2011 or later. Strategic Brand Management, 2nd Edition, Oxford: Oxford University Press.

Opetus