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721436S Brand Management, 6 op 
Tunniste 721436S  Voimassaolo 01.08.2014 -
Nimi Brand Management  Lyhenne Brand Managemen 
Laajuus6 op   
OpiskelumuotoSyventävät opinnot Oppiaine6313 Markkinointi 
  Arvostelu1 - 5, hyv, hyl 
Vastuuyksikkö Oulun yliopiston kauppakorkeakoulu 

Teck Tan 


6 credits




Period 3 (year 1)


Upon completion of this intensive course the student is able to systematically analyze and develop brands and brand communication and compare different brand strategies. The student is able to assess brand value from the perspectives of a firm, customers, and different stakeholders. The student is able to discuss with arguments the brand phenomenon and related concepts (image, identity, reputation). In addition, the student is able to analyze different phases and factors of the branding process and to formulate different research possibilities within the brand phenomenon. Accordingly, the student is able to make brand-related decisions and apply brand perspective as a strategic asset of businesses. Students are also able to communicate and popularize research results and scientific knowledge to public audiences.


The brand phenomenon from versatile and contemporary perspectives. The lectures include following themes: the origin of brand phenomenon and evolution of brand research, designing branding strategies and brand communication, brand value, network perspective in branding, managing brands over time. In addition, different branding contexts are examined, e.g. SME branding, service branding, B2B branding, place branding, digital branding and non-profit branding.


Face-to-face teaching


Preparation for and passing a pre-exam based on three articles (will be announced in November at Noppa and online learning space) (26 h), lectures and visiting lectures, (34 h), reading the assigned articles (20 h), brand analysis (including real-life case) as group work (40 h), learning diary (40 h).


Master’s level students in marketing.


The course is an independent entity and does not require additional studies carried out at the same time.


Articles determined for the pre-exam (home-exam at online learning space, deadline week 2) AND an article collection announced during the course. Recommended additional material: Rajendra K. Srivastava and Gregory Metz Thomas (eds.). 2016. The Future of Branding.

Suoritustavat ja arviointikriteerit 

Assessment will be at three stages: pre-examination (20 %), group work and its presentation (50 %) and an individual learning diary (30 %). The assessment is based on the learning outcomes of the course unit. Before the course, follow Noppa for announcements regarding pre-exam material, and sign in for the course preferably by the end of December.


The course utilizes a numerical grading scale 1-5. In the numerical scale zero stands for a fail.


Dr. Saila Saraniemi


The course includes guest lectures from different fields of branding. The students will implement a brand analysis of a company as part of their group work.


The number of students is limited.


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ilmoittautumisaika ei ole alkanut Brand Management  Opintojakso  Teck Tan  13.01.22 -18.02.22

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