YMAS2130 Brand Management (6 op)

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Opinnon taso:
Syventävät opinnot
Arviointiasteikko:
0-5
Suorituskieli:
englanti
Vastuuorganisaatio:
Jyväskylän yliopiston kauppakorkeakoulu
Opetussuunnitelmakaudet:
2017-2018, 2018-2019, 2019-2020

Kuvaus

Sisältö

Emotions, cognition and brands
Symbolic and cultural meanings of brands
Brand strategies
Brand equity
Brand performance

Suoritustavat

Contact teaching course: Autumn 2.period. The study methods of the contact teaching course are specified in the study program annually.

Arviointiperusteet

Accepted completion of the designated assignments. The assessment criteria of the course is specified in the study program annually.

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

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

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

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Osallistuminen opetukseen (6 op)

Tyyppi:
Osallistuminen opetukseen
Arviointiasteikko:
0-5
Suorituskieli:
englanti

Opetus