YMAS2130 Brand Management (6 cr)
Study level:
Advanced studies
Grading scale:
0-5
Language:
English
Responsible organisation:
Jyväskylä University School of Business and Economics
Curriculum periods:
2020-2021, 2021-2022, 2022-2023
Description
Emotions, cognition and brands
Symbolic and cultural meanings of brands
Brand strategies
Brand equity
Brand performance
Learning outcomes
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
Description of prerequisites
Intermediate studies in marketing.
Study materials
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
Literature
- 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
Completion methods
Method 1
Evaluation criteria:
Essay
Select all marked parts
Parts of the completion methods
x
Teaching (6 cr)
Type:
Participation in teaching
Grading scale:
0-5
Language:
English