Study Guide

Objective

After completing the course the student is able to
- explain basic branding concepts
- explain factors that help to create differentiated brands
- apply brand building in different contexts.

Content

- branding 360° process
- components of branding in three different sectors
- brand architecture and brand portfolio

Materials

Aaker: Aaker on Branding : 20 Principles That Drive Success. + Optima material. Use this material also in your assignments clearly.

Teaching methods

On-line study unit only in Optima. PBL and innovation pedagogy.

Exam schedules

No exam.

International connections

On-line study unit only in Optima. PBL and innovation pedagogy.

Completion alternatives

No optional versions, only on-line version.

Student workload

5 ects, two separate assignments (videos, must be in video format -one group work, one individual assignment), which are introduced and guided in the beginning of the study unit. No exam.
Please note, put lots of effort to all course tasks and activities right away, because the only way to up-grade the final grade is to participate to the next course round.

Content scheduling

Basics of brands and brand building. After the study unit the student is able to understand how different forms of communication create and impact on product and company level, describe and name factors affecting the product image (brand) and apply brand building in different contexts.
Weeks 4-7.

Further information

Detailled instructions at Optima.

Evaluation scale

H-5

Assessment methods and criteria

Only those tasks that are returned on time, before the final deadline, are evaluated and can be accepted ! Late returns are not qualified. Please note that the Urkund- Plagiarism detection can be used, so use citations and references correctly (according to any standard you wish e.g. Harvard, TUAS etc.). Tasks are videos (use clear video format with voice, mp 4 recommended).
Scale : 0- 5
• Fail (0)
There are clear mistakes in the returned tasks, or something is missing (e.g. video-presentation, peer comments etc.) or the tasks returned are very limited. Or the deadlines are neglected.
• Satisfactory (1-2)
All the task are returned on time and they reach satisfactory level, but they are limited / narrow and lacking deep analysis. Or the references are very limited.
• Good (3-4)
All the tasks are analytical, and well done. They represent high quality in terms of references, length, in-depth analysis. And in comparison to the other group members there are clear bonus aspects. Also presentations are of high quality. And the peer comments are constructive and analytical. Especially Aaker book on Branding is highly recommended as a reference material.
• Excellent (5)
All the tasks are excellent. And results are even higher than in the grade 3-4. Presentations extremely high quality as well as peer comments. Lots of references used.

Assessment criteria, fail (0)

Only those tasks that are returned on time, before the final deadline, are evaluated and can be accepted ! Late returns are not qualified. Please note that the Urkund- Plagiarism detection can be used, so use citations and references correctly (according to any standard you wish e.g. Harvard, TUAS etc.)
Scale : 0- 5
• Fail (0)
There are clear mistakes in the returned tasks, or something is missing (e.g. video-presentation, peer comments etc.) or the tasks returned are very limited. Or the deadlines are neglegted.

Assessment criteria, satisfactory (1-2)

• Satisfactory (1-2)
All the task are returned on time and they reach satisfactory level, but they are limited / narrow and lacking deep analysis. Or the references are very limited.

Assessment criteria, good (3-4)

• Good (3-4)
All the tasks are analytical, and well done. They are also well presented (good quality videos with voice, mp 4 etc.). They represent high quality in terms of references, length, deep analysis. And in comparison to the other group members there are clear bonus aspects. Also presentations are of high quality. And the peer comments are constructive and analytical. It shows clearly (also in the videos) that the recommended books are read (e.g. some quotations etc.). Self and course evaluation is done in time and peer comments are constructive.

Assessment criteria, excellent (5)

• Excellent (5)
All the tasks are excellent. And results in all respect are even higher than in the grade 3-4. Presentations extremely high quality as well as peer comments.

It shows clearly (also in the videos) that the recommended books are read (e.g. some quotations etc.). Self and course evaluation is done in time and peer comments are constructive.

Qualifications

No special entry requirements