Brand Management (5cr)

Evaluation scale

H-5

Objective

Student
- is familiar with the key concepts of brand development and management
- understands the meaning and the role of brand in business environment
- understands the branding process and is able to apply it into practice
- is able to analyze different brands
- is able to incorporate responsibility in brand management

Content

- Key branding concepts and models
- Role of branding and brand management in business
- Branding 360° process

Materials

Lecture materials
Literature, podcast, research papers, case studies

Teaching methods

Lectures: Theoretical lectures supported by practical examples.
Written material: Teacher’s notes, articles, and recommended literature.
Other material: Videos, online resources, podcasts and company case examples.
Assignments: Individual and group tasks applying learned concepts in practice.

Exam schedules

No exam.

Pedagogic approaches and sustainable development

Lectures delivered by the teacher
Collaborative group assignment(s).
Independent individual assignment(s).

Completion alternatives

No optional completion methods.

Student workload

Group work and lectures. Total 133 hours.

Evaluation methods and criteria

Assessment criteria, timing, and methods
The course is assessed on a scale from 1 to 5.
Individual assignment(s): 50%
Team assignment(s) and group work: 40%
Lecture participation and activity: 10%

NOTE: All parts must be completed and passed (grading scale 5–1).

The final grade is based on the weighted average of the different components (grading scale 5–1).

Late submissions (past the deadline) will result in failure of the task or group work unless a valid medical certificate is provided.

Individual and team assignments are mandatory in order to successfully complete the course.

Please also note the guidelines for the use of AI tools and source material below.

Use of AI-Based Applications in Course Assignments:

The core of course assignments lies in combining theoretical knowledge with practical application. You are personally responsible for the text you produce, its sources, and the rights to use those sources. You may utilize AI-based tools, for example, for idea generation, building the theoretical framework, and information retrieval. However, AI must not be used to produce final text.

The use of AI must be clearly indicated:
• In-text citations
• In the reference list

Using AI requires critical evaluation. Ensure that any AI-generated content is reliable, up to date, and appropriate for the context of your work.

AI-generated text must not be presented as your own work.
All content produced with the help of AI must be properly marked to avoid plagiarism. Failure to comply with these instructions will be considered academic misconduct.

You should primarily use Turku University of Applied Sciences’ secure Microsoft Copilot Chat AI solution.

AI may be used in the course, but its use must be reported according to the specific instructions provided for each assignment.

If AI use is not reported as instructed, it will be considered misconduct, and the assignment will be rejected.

Verification of understanding: Teachers may ask follow-up questions, in writing or orally, to assess students’ understanding and ability to justify their own work.

Honesty and use of sources: All sources and AI-generated content must be properly cited. Plagiarism or unethical use of AI tools is strictly prohibited. Students must follow the institution’s ethical guidelines on AI use and academic integrity.

Grading scale H–5

Fail (0)
The student has not participated in required assignments or completed the individual and group tasks on time.
Use of sources and/or AI tools is inconsistent with the above-stated rules.

Failed (0)

The student has not participated in the required assignments and has not completed the Individual and group tasks on time.

The use of sources and/or AI tools in assignments is contrary to the rules stated below.

Please note the AI use guidelines below:

Use of AI: AI tools, such as language models, may be used to assist in completing assignments — for example, to retrieve information and generate initial guidelines for solutions.
Students must always explain in their list of references which AI tools were used (e.g., ChatGPT, DeepL, Copilot), for what purpose, and how they were used.
Failure to comply with this requirement will automatically result in a fail for the assignment or task in question.

In line with the principles of responsible use of AI, the following requirements apply:

Own outputs and understanding: Each student is responsible for all the content they produce. Students must ensure that they understand and can explain the content and context of their work.

Role of AI: AI may be used for data mining and generating initial ideas, but the actual analyses and solutions must be developed and refined by the student. AI-generated content should serve as a tool, not as the student’s decisive input.

Processing and reasoning: Students must be able to justify their process and reasoning behind case analyses, conclusions, and proposed solutions. This includes explaining how AI-generated information was used and what personal thought processes led to the final outcomes.

Verification of understanding: Teachers may ask follow-up questions, in writing or orally, to assess students’ understanding and ability to justify their own work.

Honesty and use of sources: All sources and AI outputs used must be properly referenced. Plagiarism and unethical use of AI tools are strictly prohibited. Students must follow the institution’s ethical guidelines and rules regarding the use of AI and academic integrity.

Assessment criteria, satisfactory (1-2)

1

The student has demonstrated very limited knowledge and understanding of the main areas of the course. The student shows difficulties in applying his/her knowledge and understanding of the course content. The student demonstrates very little ability to gather and interpret relevant data to inform judgments that include reflection about what is asked for the assignments. The student has difficulties in communicating his/her ideas in writing to the reader. Several parts of the text are unclear.

2

The student has demonstrated limited knowledge and understanding of the main areas of the course. The student shows some difficulties in applying his/her knowledge and understanding of the course content. The student demonstrates little ability to gather and interpret relevant data to inform judgments that include reflection about what is asked for the assignments. The student has difficulties in communicating his/her ideas in writing to the reader. Some parts of the text are unclear.

Assessment criteria, good (3-4)

3.
The student has demonstrated good knowledge and understanding of the main areas of the course. The student shows s/he can apply his/her knowledge and understanding of the course content. The student demonstrates good ability to gather and interpret relevant data to inform judgments that include reflection about what is asked for the assignments. The student is able to communicate his/her ideas in writing to the reader. Important parts of the text are clear and well written.

4.
The student has demonstrated very good knowledge and understanding of the main areas of the course. The student shows s/he can apply his/her knowledge and understanding of the course content. The student demonstrates very good ability to gather and interpret relevant data to inform judgments that include reflection about what is asked for the assignments. The student is able to communicate clearly his/her ideas in writing to the reader in a professional way. All of the texts and assignments are clear and well written

Assessment criteria, excellent (5)

The student has demonstrated excellent knowledge and understanding of the main areas of the course. The student shows s/he can apply his/her knowledge and understanding of the course content. The student demonstrates excellent ability to gather and interpret relevant data to inform judgments that include reflection about what is asked for the assignments. The student is able to communicate clearly his/her ideas in writing to the reader in a professional way. All written assignments and texts are clear and well written. Student has excellent level of analysis and reflections based on her/his experiences / insights and opinions.

Further information

Contact the teacher by email: anja.boxberg@turkuamk.fi