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

International dimension
Brand projects for international client companies are done. There are international learning
materials.
Teaching and learning methods
The problem-based learning (PBL) tutorials conducted on the course Branding Expertise, linked to
this course, support the project work conducted on this course. Lectures, workshops and personal
assignments are given to support and the qualitative research approach once a week.
Project work includes each participant team conducting a qualitative study for a client company,
preferably a small or medium-sized enterprise (SME). The project begins by analysing existing
information and interviewing company representatives at different levels to define their perceptions
of the current position of the brand. The study also includes determining the brand image among
customers or other stakeholders. Based on the interpretation of the research findings, participants
make a proposal for a brand management guide for their client company.
The student’s presence, commitment and active participation are necessary in all forms of class
activity and project work. The student should reserve seven to ten hours for personal study and
project work each week. The following estimate of time spent for these activities is referential.
Lectures and workshops 20 h
Independent study and teamwork 140 h
Accreditation of prior learning (APL)
Accreditation of prior learning (APL) is observed on the course according to separate instructions.
Teacher(s) responsible
Matti Helelä, Pasila
Course materials
Aaker, D. and Joachimsthaler, E. 2002. Brand Leadership. New York: The Free Press.
Gad, T. 2001. 4-D Branding. Cracking the corporate code of the network economy. London:
Financial Times. Prentice Hall.
Fagerholm, H. 2007. Collaborative branding. Haaga-Helia Publication Series. R&D Reports.
Helsinki.
Hart, S. and Murphy, J. (eds.) 1998. Brands, the New Wealth Creators. Houndmills: MacMillan
Press Ltd.
Ind, N. 2005. Beyond Branding. How the new values of transparency and integrity are changing the
world of brands. Kogan Page. London.