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. + materials at the web platform.

Teaching methods

On-line study unit only in Itslearning. PBL and innovation pedagogy. The study unit is only for PINBOS / IB- students.

Exam schedules

No exam.

International connections

On-line study unit only in Itslearning- platform. PBL and innovation pedagogy. Only for PINBOS -group.

Completion alternatives

No optional versions, only on-line version.

Student workload

5 ects, two separate assignments (one group work, one individual assignment), which are introduced and guided in the beginning of the study unit. No exam.

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.

Evaluation scale

H-5

Assessment methods and criteria

Only those tasks that are returned on time, before the final deadlines, are evaluated and can be accepted ! Late returns are not qualified. Please note that the Ourginal / Urkund- Plagiarism detection can be used, so use citations and references correctly (according to any standard you wish e.g. Harvard, TUAS etc.).
The two assignments are evaluated as following on group work (pass / fail), and 100 % on individual work. Both must be done and passed though on time. Also student´s level of given peer feed-back to fellow students affect the evaluation as stated below.

Please note also, there is no exam in the course, so do your best effort at once – there is no extra possibilities to up-grade the final grade in any other form than coming to the course again when it enrolls next time, and to do the tasks and assignments that are valid then !!!!!


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. References are used well.

• 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 good references.

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 Ourginal / 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)
The assignment is not compatible with the brief. 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.

Assessment criteria, satisfactory (1-2)

• Satisfactory (1-2)
The assignment is compatible to the brief. All the task are returned on time and they reach satisfactory level, but they are limited / narrow and lacking deep analysis and reflection. 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. They represent high quality in terms of references, length, deep analysis and reflection. And in comparison to the other group members there are clear bonus aspects. Also presentations are of high quality. And the peer comments to fellow students are constructive and analytical.

Assessment criteria, excellent (5)

• 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 good references (and well used).

PLEASE NOTE ! UP-GRADING THE FINAL GRADE: Please note, there is no exam in the course, so do your best effort at once – there is no extra possibilities to up-grade the final grade in any other form than coming to the course again when it enrolls next time, and to do the tasks and assignments that are valid then !!!!!

Qualifications

No special entry requirements