Liiketalouden ko, Helsinki - ops 2009 - HAAGA-HELIA ...

Upon completion of the course, the student is able to
understand and describe branding as a strategic tool for business management, leadership
and marketing.
apply problem identification, analysis and solving to branding.
compare brand-related sources and models at an advanced level.
apply branding theories to practical contexts.
combine branding theories and the student’s own ideas to formulate new models.
understand the significance of qualitative research in branding.
Course contents
Strategic brand analysis
Brand research (qualitative)
Brand identity and brand promise
Brand image
Brand building process and models
Managing the brand identity
Brand communication
Cooperation with the business community
Guest lecturers will visit on the lessons. Writing triggers in cooperation with companies are done.
International dimension
Guest lecturers from international companies will visit on the lessons. There are international
learning materials.
Teaching and learning methods
The learning approach is problem-based learning (PBL), supporting the project work conducted on
the course Branding Project linked to this course. Practical problems in the business contexts are
solved through constructing knowledge in teams. Theoretical knowledge is applied to practice.
Students search for information independently, and the lectures, included in the PBL learning cycle,
support the study. The learners have an active role, taking responsibility for their own learning. The
instructor’s role as the tutor is to facilitate the learning process.
The tutorial teams meet for three hours each week. Lectures and workshops are given once a week.
The student’s presence, commitment and active participation are necessary in all forms of class
activity. The student should reserve seven to ten hours of personal study time for preparation for
each tutorial. The following estimate of time spent for these activities is referential.
Tutorials 36 h
Lectures and workshops 34 h
Independent study and teamwork 170 h
Accreditation of prior learning (APL)