Schedule: 25.02.2020 - 08.04.2020
Teacher in charge (valid 01.08.2018-31.07.2020):
Professor of Practice Pekka Mattila
Teaching Period (valid 01.08.2018-31.07.2020):
IV 2018–19 (spring)
IV 2019–20 (spring)
Learning Outcomes (valid 01.08.2018-31.07.2020):
Upon the completion of this capstone course, students will have proven abilities to apply brand and product management concepts in real-life situations both for analysis and decision-making. They will learn to utilize numerous tools and frameworks when striving to create and communicate strong concepts in various business contexts. Students will acquire a holistic skill set for combining the efforts of both internal and external stakeholders in order to design and implement winning offering and brand strategies. Adopting these skills requires an analytical and result-oriented mindset as well as creative ability to anticipate and identify market forces and take advantage of them.
Content (valid 01.08.2018-31.07.2020):
The course comprises lectures and case workshops as well as independent work. A series of group assignments are instrumental in this course. The assignments showcase some key aspects of the work of a seasoned product, marketing and a brand executive. The assignments cover the following themes:
managing offering development or optimization based on market analysis and customer insight, managing marketing communications and distribution on the portfolio and product line level, managing pricing strategies and architectures, building strong and sustainable brands, reinvigorating ailing or lagging brands as well as managing and optimizing brand architectures over time.
By leveraging rich managerial perspectives, the course provides students with a kaleidoscope view on the following sub-themes: developing new offerings, managing offering portfolios, managing pricing and promoting offerings, managing sales and distribution channels, developing go-to market strategies, building winning brands, developing brand architectures, assessing brands as well as repositioning and revitalizing them. Throughout the course, students will present their group assignments, defend their analysis and recommendations and receive feedback from peers, faculty and some of the leading marketing practitioners.
Assessment Methods and Criteria (valid 01.08.2018-31.07.2020):
- Group assignments during the course (70 % of the course grade)
- Individual final examination (30 % of the course grade)
Workload (valid 01.08.2018-31.07.2020):
6 credits, 160 hours:
- Lectures (40 h)
- Group work (80 h)
- Individual work (37 h)
- Exam (3 h)
Study Material (valid 01.08.2018-31.07.2020):
Collection of journal articles and case readings assigned by the instructor. No textbook
Substitutes for Courses (valid 01.08.2018-31.07.2020):
The course replaces the earlier course 23C630 Merkkituotejohtaminen.
Course Homepage (valid 01.08.2018-31.07.2020):
Prerequisites (valid 01.08.2018-31.07.2020):
23A00110/ 23A00210 Markkinoinnin perusteet / Introduction to Marketing, 23C580 Kuluttajan käyttäytyminen (or 23C581 Consumer behaviour), 23C60000 Market research. (One/some of these courses can be taken at the same time as Product and Brand Management.)
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.
Further Information (valid 01.08.2018-31.07.2020):
The number of students admitted to the course is restricted to 80. Aalto students studying in the BSc Program of Marketing have a priority in registration. The course is meant to be taken towards the end of program studies.
Students can, on legitimate grounds, apply for credit transfer for the capstone course or substitute the course with another Aalto University course. (Exchange studies abroad, serious illness, working life and its restraints are not considered legitimate reasons not to complete the capstone course). Deviating from the common credit transfer policy at the School of Business (BIZ), students have to initiate a request for credit transfer pre-approval for their proposed course to substitute the capstone course. To apply for credit transfer the request form is available at Into. Based on the student’s credit transfer application for substitution the teacher in charge of the capstone course will evaluate and decide on whether the by the student proposed course will meet the BIZ capstone course requirements.
Additional information for the course (applies in this implementation):
For additional information please contact Tatsiana Padhaiskaya (email@example.com)
- Teacher: Pekka Mattila