Syllabus

LEARNING OUTCOMES

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.

Credits: 6

Schedule: 28.02.2023 - 20.04.2023

Teacher in charge (valid for whole curriculum period):

Teacher in charge (applies in this implementation): Pekka Mattila

Contact information for the course (applies in this implementation):

CEFR level (valid for whole curriculum period):

Language of instruction and studies (applies in this implementation):

Teaching language: English. Languages of study attainment: English

CONTENT, ASSESSMENT AND WORKLOAD

Content

• valid for whole curriculum period:

  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 for whole curriculum period:

  1. Group assignments during the course
  2. Individual final examination

Workload

• valid for whole curriculum period:

  6 credits, 160 hours:

  • Individual preparation
  • Lectures 
  • Group work & Preparation 
  • Exam 

DETAILS

Substitutes for Courses

• valid for whole curriculum period:

  Substitutes for Courses

Prerequisites

• valid for whole curriculum period:

  Prerequisites

SDG: Sustainable Development Goals

9 Industry, Innovation and Infrastructure

12 Responsible Production and Consumption

FURTHER INFORMATION

Further Information

• valid for whole curriculum period:

  Teaching Language : English

  Teaching Period : 2022-2023 Spring IV
  2023-2024 No teaching

  Enrollment :

  The number of students admitted to the course is restricted to 80.

  Priority is given to (1) Aalto BSc Marketing students, (2) Aalto BIZ exchange students, (3) JOO-students, (4) other BIZ students. The course is meant to be taken towards the end of program studies.

Description