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721436S Brand Management, 6 ECTS cr 
Code 721436S  Validity 01.08.2014 -
Name Brand Management  Abbreviation Brand Managemen 
Scope6 ECTS cr   
TypeAdvanced Studies Discipline6313 Marketing 
  Grading1 - 5, pass, fail 
Unit Oulu Business School 

Teck Tan 

ECTS Credits 

6 credits

Language of instruction 



Period 3 (year 1)

Learning outcomes 

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.

Mode of delivery 

Face-to-face teaching

Learning activities and teaching methods 

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).

Target group 

Master’s level students in marketing.

Prerequisites and co-requisites 

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

Recommended or required reading 

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.

Assessment methods and criteria 

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.

Person responsible 

Dr. Saila Saraniemi

Working life cooperation 

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.

Other information 

The number of students is limited.


Current and future instruction
Functions Name Type ECTS cr Teacher Schedule
registration period has not begun Brand Management  Course  Teck Tan  13.01.22 -18.02.22

Future examinations
No examinations in WebOodi