Schedule: 15.04.2019 - 22.05.2019
Teacher in charge (valid 01.08.2018-31.07.2020):
Teaching Period (valid 01.08.2018-31.07.2020):
V 2018–19 (spring)
V 2019–20 (spring)
Learning Outcomes (valid 01.08.2018-31.07.2020):
Upon completion of the course, students should be able to
- Apply appropriate branding theories and toolkits to solve practical case studies
- Critically evaluate different approaches to measure brand performance
- Align epistemological assumptions with appropriate approach
- Exhibit fluency with the building blocks of branding strategies
- Identify appropriate segmentation strategieson appropriate bases, define targets and relevant brand positioning techniques
- Understand the evolutionary trajectory of consumer brand management
- Analyse and critique branding strategies and come up with alternatives
Content (valid 01.08.2018-31.07.2020):
In this course, we will examine multiple theoretical perspectives on ‘brand’ and will understand how each theoretical approach involves a different brand management toolkit. We will approach branding from multiple perspectives – from rational branding to emotional branding to cultural branding. To complement the theoretical foundations, we will discuss real life strategic challenges that brand and their managers face and learn from the success and failure of particular brand strategies. We will also understand how brands and brand management have evolved in the 21st century and what are the key ethical, environmental and socio-cultural implications of brand management’s evolutionary trajectory. We will explore concepts such as unique selling proposition (USP), mindspace positioning, cultural brand strategy and performance metrics such as brand equity, brand love, share of voice.
We will attempt to simulate the life of a brand manager in a typical multinational organization, who is working with incomplete data, technological vanishing points, multi-method research reports, changing marketplace dynamics, intensifying competition and increased customer power.
Assessment Methods and Criteria (valid 01.08.2018-31.07.2020):
Group work (In-Class Exercises)
Group Work (Presentations)
Preparation for the course
Workload (valid 01.08.2018-31.07.2020):
6 credits, 160 hours:
Group Presentations (Academic Articles and Case Studies)
Group Presentations (Brand Strategy Case –Industry Project)
Study Material (valid 01.08.2018-31.07.2020):
Case studies, book chapters (provided by instructor), and articles from practitioner and research oriented journals.
Substitutes for Courses (valid 01.08.2018-31.07.2020):
Replaces the course '23E53010 Brand Performance Management', ‘23E53050 Merkkituotteet strategisessa markkinoinnissa’ and ‘23E53000 Brands in Strategic Marketing’.
Course Homepage (valid 01.08.2018-31.07.2020):
Grading Scale (valid 01.08.2018-31.07.2020):
Registration for Courses (valid 01.08.2018-31.07.2020):
Registration via WedOodi. Check registration time in WebOodi.
NOTE: Mention your group of priority upon registration.
Further Information (valid 01.08.2018-31.07.2020):
The number of students admitted to the course is restricted to 60. Priority is given to (1) Aalto students studying in MSc Program of Marketing, (2) Aalto students studying a MSc Minor in Consumer Research, (3) Aalto students studying a MSc Minor in Strategic Marketing, (4) Aalto students studying a MSc Minor in Marketing and (5) other students.
NOTE: Students are required to write own group of priority to further information field of course registration!
- Teacher: Kushagra Bhatnagar