The course provides strategic perspectives and tools for developing a firm’s brands and branded offerings, and for integrating brand strategy to other market strategies and business development of the firm. The market-oriented strategic perspectives that the course deals with are fundamentally based on principles of consumer psychology and buyer behavior. Lectures contain theory and practical illustrations on the strategic perspectives as well as related consumer behavior principles. Guest lectures provide further practical case examples. Individual exercises concentrate on reflective and analytical thinking about theoretical perspectives, and on finding practical applications for them. Group case exercise focuses on a real firm’s real brand strategy challenge.
According to information and plans per January 11th, 2022, the lectures during January (17th–31st) will be held online on Teams, while the lectures in February will be held live/face-to-face (without videostreaming through Teams). However, there is no mandatory presence requirement on either the online Teams lectures or the face-to-face lectures . All the lecture slides will generally be made available on Moodle on the day of the lecture, but recordings of the lectures will not be available.
- Teacher: Jaakko Aspara
- Teacher: Pekka Saarikorpi