YMAS2130 Brand Management (6 cr)

Open the course unit brochure on Sisu
Study level:
Advanced studies
Grading scale:
0-5
Language:
English
Responsible organisation:
Jyväskylä University School of Business and Economics
Curriculum periods:
2024-2025, 2025-2026, 2026-2027, 2027-2028

Description

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

Learning outcomes

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.

Additional information

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

Description of prerequisites

Advanced optional studies in marketing

Compulsory prerequisites

Recommended prerequisites

Study materials

Course text books and additional literature recommended by the lecturer.

Literature

  • 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.

Completion methods

Method 1

Evaluation criteria:
Preliminary assignment (to be submitted before the intensive seminar), Brand analysis (team work), Individual assignment (to be submitted after the intensive seminar)
Time of teaching:
Period 2
Select all marked parts
Parts of the completion methods
x

Participation in teaching (6 cr)

Type:
Participation in teaching
Grading scale:
0-5
Evaluation criteria:
<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>
Language:
English
Study methods:

Participation in online lectures, completion of assignments

Study materials:

Course textbooks

Additional literature recommended by the lecturer

Literature:
  • 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.

Teaching