Please note! Course description is confirmed for two academic years, which means that in general, e.g. Learning outcomes, assessment methods and key content stays unchanged. However, via course syllabus, it is possible to specify or change the course execution in each realization of the course, such as how the contact sessions are organized, assessment methods weighted or materials used.


Credits: 6

Schedule: 01.08.2023 - 07.09.2023

Teacher in charge (valid for whole curriculum period):

Teacher in charge (applies in this implementation): Tatsiana Padhaiskaya

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

Tatsiana Padhaiskaya

CEFR level (valid for whole curriculum period):

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

Teaching language: English. Languages of study attainment: English


  • applies in this implementation

    Learning outcomes:

    Upon completion of the course, students should be able to:

    •  Understand the evolutionary trajectory of brand management

    •  Identify the building blocks of powerful brand strategies

    •  Apply appropriate branding approaches to tackle real life brand challenges

    •   Analyze and critique branding strategies

    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 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
  • applies in this implementation

    Assessment Methods and Criteria

    Grading is based on a 0-5 scale. 

    90-100 points = 5         

    80-89 points = 4         

    70-79 points = 3         

    60-69 points = 2         

    50-59 points = 1         

    Below 50 points = Fail

    Participation (10 points, individual grading)

    Students may earn participation points by actively engaging in the class discussions, commenting, etc. and/or by leaving personal reflections on the course readings through Perusall.

    Short individual assignments (30 points (10 points each), individual grading)

    Three individual assignments. Further information will be given during Lecture 1.

    Individual assignment submission deadlines: 13.08.2023, 20.08.2023, 27.08.2023

    Group project (30 points, group grading)

    The group project entails an in-class presentation of 20 minutes (15 minutes presentation, 5 minutes Q&A). Groups will have 3 to 5 members. Further information on the topic of the group project and deliverables will be given during Lecture 1.

    Presentation deadline: 04.09.2023 – 23:55

    Take-home exam (30 points, individual grading)

    Take-home exam is an individual assignment which consists of 5 questions. The assignment will be specified and given to the students during the Lecture 12.

    Take-home exam deadline: 17.09.2023 - 23:55 

  • applies in this implementation

    6 credits, 160 hours: 

    Lectures 24 h

    Independent studying (incl. readings) 63 h

    Individual assignments 15 h (5h x 3)

    Group project work 42 h

    Take-home exam 16 h


Study Material
  • applies in this implementation

    Lecture slides and assigned readings, no textbook required; course centers around academic and articles assigned by the lecturer (e.g., Journal of Marketing, etc.). Course materials include 11 mandatory and 13+ supplementary readings.

Substitutes for Courses


Further Information
  • valid for whole curriculum period:

    During the summer term there are free places for Aalto University's degree students. Students can register for the free places in the normal way. You must add the correct course code to your study plan before you are able to register. You can check the course code in the course description.

    Please, first read the course description from the Open University's page

    During the autumn and spring terms, registration to Open University's courses is chargeable. The course fee is €15/credit for all students.
    Registration is done in Sisu through Open University Selection -tab. On the tab choose teaching available to be able to register.
    Please, first read the course description from the Open University's page

Details on the schedule
  • applies in this implementation

    Timetable and Course Topics





    Introduction and Course Practicalities


    17.15 – 18.45

    Approaches and building blocks of brand management


    17.15. – 18.45

    Merz et al. (2009)

    Mindshare branding


    17.15. – 18.45

    Aaker (2012)

    Keller (2003)

    Emotional branding


    17.15. – 18.45

    Pawle and Cooper (2006)

    Lynch and De Chernatony (2004)

    Cultural branding


    17.15. – 18.45

    Holt (2006)

    Cayla (2008)

    Experiential branding


    17.15 – 18.45

    Schmitt (1999)

    Managing Brand Portfolios


    17.15. – 18.45

    Aaker (2000)

    Aligning Strategy, Research, and Context


    17.15. – 18.45

    Keller (1999)

    Kähr et al. (2016)

    No lecture – Self-study and optional Group project consultations


    17.15. – 18.45

    Guest Lecture


    17.15. – 18.45

    Group Presentations


    17.15 – 18.45

    Group Presentations, Course Re-cap


    17.15. – 18.45


    Please note that all sessions will be held online via Zoom. Recording of the sessions will be available on MyCourses after every lecture. The schedule and readings are subject to minor changes.