Study Guide

Learning outcomes

The student is able to:
• analyse their own personal brand by choosing brands to collaborate with (using the mash-up canvas)
• create a brand mash-up framework based on branding literature
• evaluate the financial value of brands and crea te a plan for collaborating brands
• design new service or product brands with brand mash-up tools

Teaching methods

This study unit will be offered online starting on the 6th of September 2023 online in Canvas and with our first meeting online on the 6th of September at 2.30 p.m. (EET) in ZOOM: https://laurea.zoom.us/j/68240966539


Branding is important for any company or organisation or even for persons and phenomena. Brands can collaborate and create new offerings. During this study unit we concentrate on developing branding techniques innovatively by the use of the brand mash-up perspective. Branding will be taken to a new level. Sustainability is an important theme.

The following themes will be presented in our online platform Canvas. Branding in a nutshell, Brand heritage, Brand identity and brand image, Brand Values, , Mash-up types, Mash-up Interaction Wheel. The assignments will include quizzes, and a brand mash-up project (group assignment). The course will be finalized at the end of September.

We will meet synchronously according to the following time schedule

Introduction 6th of September at 2.30 p.m. to 4 p.m. (EET) https://laurea.zoom.us/j/63186214616
Group guidance 1 short session with each group, book an appointment
Group work check on the 19th of September 3.00 p.m. to 4.30 p.m. (EET) https://laurea.zoom.us/j/63186214616
Presentations on the 27th of September at 3.00 p.m. to 7.00 p.m. (EET) https://laurea.zoom.us/j/63186214616


MODULES:
Orientation and getting acquainted (mandatory)
Module 1 Taste of Brand Mash-Up 2 ECTS quizzes
Module 2 Creating a brand and a brand mash-up using artifical intelligence as a tool Group work 1 ECTS group discussions and commenting
Module 3 Brand Mash-Up Project 2 credits (ECTS) includes online presentations

Location and time

[This field is not used at Laurea.]

Learning materials and recommended literature

Aaker, D. & Aaker, J. L. 2016. What are Your Signature Stories? California Management Review, 58(3), pp. 49-65. doi:10.1525/cmr.2016.58.3.49
Besharat, A. (2010), “How co-branding versus brand extensions drive consumers’ evaluations of new products: A brand equity approach”, Industrial Marketing Management, Vol. 39 No. 8, pp. 1240–1249.
Brodie, R. J., Glynn, M. S. & Little, V. 2006. The service brand and the service-dominant logic: Missing fundamental premise or the need for stronger theory? Marketing Theory, 6(3), pp. 363-379. doi:10.1177/1470593106066797
Calonius, H. (2006). Contemporary Research in Marketing: A Market Behaviour Framework. Marketing Theory, 6(4), 419–428. https://doi.org/10.1177/1470593106069936
Grönroos, C. (2017). On value and value creation in service: a management perspective. Journal of Creating Value, 3(2), 125-141.
Li, K., & Wang, X. (2019). HOW DOES CO-BRANDING INFLUENCE BRAND IMAGE: A qualitative research on Supreme’s brand image from consumers’ perspectives.
Liewendahl, H. E., & Heinonen, K. (2020). Frontline employees’ motivation to align with value propositions. Journal of Business & Industrial Marketing.
Roosens, B., Dens, N., & Lievens, A. (2019). Quid pro quo: The impact of explicit brand mentions and reciprocity in brand alliance communications. European journal of marketing.-London, 53(2), 320-344.
Sipilä, M. & Ekström,Maria, k. 2019. Brand mash-up: Collaborations, partnerships & branding re-invented. [Vantaa]: Laurea University of Applied Science (Found as a book or a Kindle-version through Amazon
Mrad, M., Farah, M. F., & Haddad, S. (2019). From Karl Lagerfeld to Erdem: a series of collaborations between designer luxury brands and fast-fashion brands. Journal of Brand Management, 26(5), 567-582.
Rindell, A. (2013). Time in corporate images: introducing image heritage and image?in?use. Qualitative Market Research: An International Journal.
Rindell, A., Santos, F. P., & de Lima, A. P. (2015). Two sides of a coin: Connecting corporate brand heritage to consumers’ corporate image heritage. Journal of Brand Management, 22(5), 467-484.
Urde, M. (2013). The corporate brand identity matrix. Journal of Brand Management, 20(9), 742-761.
Wason, H., & Charlton, N. (2015). How positioning strategies affect co-branding outcomes. Cogent Business & Management, 2(1), 1092192. https://www.cogentoa.com/article/10.1080/23311975.2015.1092192 (Links to an external site.) OPEN ACCESS

These articles are suggestions. More will be found in the CANVAS classroom

Alternative completion methods of implementation

According to degree regulations “All students are entitled to demonstrate their competence. The recognition and accreditation of prior competence is initiated by the students themselves. The competence is recognised and accredited by the teacher responsible for the module or study unit or another person designated by the director of the UAS unit. The assessment is carried out according to the same criteria and grading scale as that adopted for the corresponding study unit.” For further information visit the student intranet.

Co-operation with working life and/or RDI

Students are supposed to contact the organizations included in the brand mashups

Important dates

Please attend the first online session on the 6th of September (mandatory) in ZOOM: Join Zoom Meeting
https://laurea.zoom.us/j/63186214616

Forms of internationality

This course is for an international group of students

Students workload

One credit equals approximately 26.7 hours of work performed by the student. The different assignments are divided in the following manner:


MODULES:
Orientation and getting acquainted (mandatory)
Module 1 Taste of Brand Mash-Up 2 ECTS quizzes
Module 2 Creating a brand and a brand mash-up using artifical intelligence as a tool Group work 1 ECTS group discussions and commenting
Module 3 Brand Mash-Up Project 2 ECTS includes online presentations

Content and scheduling

Brand strategy, brand development, branding for growth

We will meet synchronously according to the following time schedule

Introduction 6th of September at 2.30 p.m. to 4 p.m. (EET) https://laurea.zoom.us/j/63186214616
Group guidance 1 short session with each group, book an appointment
Group work check on the 19th of September 3.00 p.m. to 4.30 p.m. (EET) https://laurea.zoom.us/j/63186214616
Presentations on the 27th of September at 3.00 p.m. to 7.00 p.m. (EET) https://laurea.zoom.us/j/63186214616

Further information for students

The study unit corresponds to the requirements of Master's level education.

Grading scale

H-5

Evaluation methods and criteria

“The evaluation of competence is based on the descriptions of objectives in the curricula and the evaluation criteria provided in the study unit’s implementation plan” (Laurea degree regulations).


To achieve grade 5 (excellent) the student must be able to:

- create a consistent framework/knowledge base making use of both national and international scientific sources in a critical analytic fashion. (Knowledge base)
- solve demanding problems in research, development and/or innovation activities where new knowledge and competence is created as well as to apply and combine information from different fields. (Problem solving)
- develop the activities of the competence area in a target-oriented and communal fashion. (Development)
- communicate convincingly both orally and in writing to audiences within and exterior to the field. (Communication)

To achieve grade 3 (good) the student must be able to:

- gather, process, produce and evaluate information critically and widely making use of both national and international scientific sources. (Knowledge base)
- use concepts of the area of expertise fairly. (Knowledge base)
- solve problems in research, development and/or innovation activities by applying and combining information from different fields. (Problem solving)
- create target-oriented, justified development plans considering the community. (Development)
- communicate in a competent, clear and consistent manner both orally and in writing. (Communication)

To achieve grade 1 (satisfactory) the student must be able to:
- gather, process, produce and evaluate information widely. (Knowledge base)
- use concepts of the area of expertise systematically. (Knowledge base)
- solve problems in research, development and/or innovation activities. (Problem solving)
- recognise and analyse focuses of development making use of the knowledge base. (Development)
- communicate clearly both orally and in writing. (Communication)



All staff and students of Laurea are expected to adhere to good scientific practices, which includes appropriate referencing. Familiarise yourself with the practices and, if needed, ask for more information. All study assignments are to be done as individual work unless otherwise instructed. [If Urkund is used when assignments are checked, the lecturer will inform the students of this.]

Learning outcomes

The student is able to:
• Develop digital marketing strategies using electronic media
• Implement digital marketing strategies into practice
• Evaluate product, pricing, distribution and communication marketing functions in a firm’s internet marketing strategy
• Use digital analytics to evaluate and optimize the effectiveness of digital marketing strategies

Literature: Kotler et al, 2018, Marketing 4.0
Selected articles from academic sources, e.g.: Journal of Marketing, Journal of Interactive Mar keting, Harvard Business Review
Selected articles from business sources, e.g.: Business Week, Economist

Studying methods: exercises, online discussions, group project work, examination

Grading scale

Approved/Failed

Learning outcomes

The student is able to:
• apply means and processes of service and legal design
• manage legal aspects affecting transformation in business
• utilize visual thinking and communication to secure shared understanding of legal documents
• develop and create legal information, services and systems with their intended users, based on their needs and abilities

Teaching methods

Legal design in change management (HY00BM75-3004) will be run in Canvas environment during January – April, 2024.

Alternative completion methods of implementation

A student may demonstrate that she/he has corresponding competence to the study unit's learning outcomes. It is essential to identify and describe the prior competence in concrete terms for the study unit's responsible lecturer.

According to Laurea's degree regulations, all students are entitled to demonstrate their competence, irrespective of where, how and when the student has acquired it. Read more from the student intranet.

Important dates

NOTE: The course will be implemented early 2024.

The course includes a few obligatory online sessions:
Jan 17: Orientation
March 19: Development-stage presentations
April 9: Final concept pitches

Deadlines for assignments every two weeks during 2.1.-18.4.2024

Students workload

5 ects = approx. 135 hours

Content and scheduling

The course will follow the service design double diamond process, see Important dates above.

Grading scale

Approved/Failed

Learning outcomes

The student is able to:
• work with and understand different cultures
• collect data on the diffusion of technology in different countries and understand the underlying forces preventing or enabling diffusion
• have an understanding of future studies

Grading scale

Approved/Failed

Learning outcomes

The student is able to:
• understand the role of heuristics and biases in business environment
• explore the fields of behavioral economics and behavioral decision making
• identify and evaluate psychological factors that either promote or challenge transformation change
• apply behavioral factors in change management
• analyze ethical aspects of behavioral interventions and nudges

Teaching methods

In this study unit you will learn the basics of behavioral economics and how behavioral insights can be used to nudge organizational change. You will gain understanding on behavioral biases and heuristics that are apparent in human behavior. We will also take knowledge from behavioral economics into action by considering the impact of behavioral phenomena in business applications, especially in change management.

The study unit is organized virtually on Canvas platform. There is one kick-off lecture on Tuesday, November 21st, 2023, at 17:00 - 18:30 (EET).

The study unit contains a development-oriented essay.

You can reach the instructor and your fellow students through the Q&A discussion board on Canvas platform. You can use the Canvas Inbox or email messages. The instructor gives feedback on the Canvas platform.

Learning materials and recommended literature

Course book: Max H. Bazerman, Don A. Moore, Judgment in Managerial Decision Making, 8th Edition, Wiley. https://laurea.finna.fi/Record/3amk.280187

Additional reading materials are given on Canvas platform. Students are also encouraged to search for (academic) literature sources.

Alternative completion methods of implementation

All students are entitled to demonstrate their competence. The recognition and accreditation of prior competence is initiated by the students themselves. The competence is recognised and accredited by the teacher responsible for the studies or another person designated to the position. The assessment is carried out according to the same assessment criteria and, as a rule, same grading scale as that adopted for the corresponding study unit or module. The student is entitled to apply for accreditation of prior competence regardless of where, how and when the competence has been acquired. The student may also seek accreditation of competence to be acquired on the job as part of their degree (work-based learning). ... The student is responsible for demonstrating and verifying their competence and for providing sufficient information.

Co-operation with working life and/or RDI

The study unit includes a development-oriented essay where the students are encouraged to solve practical problems at their own workplace.

Important dates

Recommended kick-off lecture on Tuesday, November 21st, 2023, at 17:00 - 18:30 (EET) via Zoom.
The study unit and assignments are divided into modules. Each module has a deadline (DL):
Orientation: DL Dec 10, 2023.
Note that you need to complete the assignments of the orientation phase by Dec 10, 2023, to continue further with the study unit.
Module 1: Introduction to heuristics, biases, and nudges in business environment: DL Jan 7, 2024
Module 2: Deeper into behavioral economics: DL Jan 21, 2024
Module 3: Ethical perspectives of nudging: DL Feb 4, 2024
Module 4: Promoting change through behavioral insights : DL Feb 18, 2024
Module 5: Applying behavioral perspective in transformational change management: DL Mar 3, 2024
Retake DL Mar 31, 2024

Forms of internationality

Use of international academic literature. International student group.

Students workload

Orientation 8 hours
Independent work 125 hours (each module 25 hours)

Content and scheduling

In this study unit you will learn the basics of behavioral economics and how behavioral insights can be used to nudge organizational change. You will gain understanding on behavioral biases and heuristics that are apparent in human behavior, and understand the basics of choice architecture.

In this study unit we will take knowledge from behavioral economics into action by considering the impact of behavioral phenomena in business applications, especially in change management.

Further information for students

The study unit corresponds to the requirements of Master's level education.

According to the degree regulations (section 18) "students must be present for the first contact teaching session, or they must notify the responsible teacher of their absence to confirm they intend to participate in studies, Alternatively, the teacher can specify a different manner for the student to confirm that they intend to participate in the studies. The completion of these measures can be required within a week of the studies having begun. The application of the aforementioned approach requires that the teacher notifies the students accepted to the study unit of the practice and that the practice is specifically mentioned in the study unit’s implementation plan.

If the student has a justified reason for not attending the first contact teaching session or for not notifying the teacher of their intention to be involved in studies in the manner required by the teacher, the student must contact the responsible teacher to agree on participation in the studies. Their registration for the study unit will be rejected, of the student does not notify the teacher of being absent from the first contact teaching session or the reason for their absence cannot be considered justified, Another student who is in line for the study unit can be selected in their place."

The student needs to complete the assignments of the orientation phase by xx.xx.xxxx to continue further with the study unit.

The quality of the study unit implementation has been assessed and the self-evaluation report is available in Canvas.

Grading scale

H-5

Learning outcomes

The student is able to:
• identify the role of information in a value creation process
• apply the skill of vicarious thinking in everyday negotiations and decision making
• understand the marginal cost zero characteristic of data based goods (non-rivalry goods) and be able to create related new business models embracing this characteristic
• able to measure the position in a network and understand the value of different positions in a net-work
• understand value creation in network environments
• analyze the competitive strengths of companies working in a digital environment providing digital services

Grading scale

H-5

Learning outcomes

The student is able to:
• identify the role of information in a value creation process
• apply the skill of vicarious thinking in everyday negotiations and decision making
• understand the marginal cost zero characteristic of data based goods (non-rivalry goods) and be able to create related new business models embracing this characteristic
• able to measure the position in a network and understand the value of different positions in a net-work
• understand value creation in network environments
• analyze the competitive strengths of companies working in a digital environment providing digital services

Grading scale

H-5

Learning outcomes

The student is able to:
• apply means and processes of service and legal design
• manage legal aspects affecting transformation in business
• utilize visual thinking and communication to secure shared understanding of legal documents
• develop and create legal information, services and systems with their intended users, based on their needs and abilities

Teaching methods

Legal design in change management (HY00BM75-3004) will be run in Canvas environment during January – April, 2024.

Alternative completion methods of implementation

A student may demonstrate that she/he has corresponding competence to the study unit's learning outcomes. It is essential to identify and describe the prior competence in concrete terms for the study unit's responsible lecturer.

According to Laurea's degree regulations, all students are entitled to demonstrate their competence, irrespective of where, how and when the student has acquired it. Read more from the student intranet.

Important dates

NOTE: The course will be implemented early 2024.

The course includes a few obligatory online sessions:
Jan 17: Orientation
March 19: Development-stage presentations
April 9: Final concept pitches

Deadlines for assignments every two weeks during 2.1.-18.4.2024

Students workload

5 ects = approx. 135 hours

Content and scheduling

The course will follow the service design double diamond process, see Important dates above.

Grading scale

Approved/Failed

Learning outcomes

The student is able to:
• understand the role of heuristics and biases in business environment
• explore the fields of behavioral economics and behavioral decision making
• identify and evaluate psychological factors that either promote or challenge transformation change
• apply behavioral factors in change management
• analyze ethical aspects of behavioral interventions and nudges

Teaching methods

In this study unit you will learn the basics of behavioral economics and how behavioral insights can be used to nudge organizational change. You will gain understanding on behavioral biases and heuristics that are apparent in human behavior. We will also take knowledge from behavioral economics into action by considering the impact of behavioral phenomena in business applications, especially in change management.

The study unit is organized virtually on Canvas platform. There is one kick-off lecture on Tuesday, November 21st, 2023, at 17:00 - 18:30 (EET).

The study unit contains a development-oriented essay.

You can reach the instructor and your fellow students through the Q&A discussion board on Canvas platform. You can use the Canvas Inbox or email messages. The instructor gives feedback on the Canvas platform.

Learning materials and recommended literature

Course book: Max H. Bazerman, Don A. Moore, Judgment in Managerial Decision Making, 8th Edition, Wiley. https://laurea.finna.fi/Record/3amk.280187

Additional reading materials are given on Canvas platform. Students are also encouraged to search for (academic) literature sources.

Alternative completion methods of implementation

All students are entitled to demonstrate their competence. The recognition and accreditation of prior competence is initiated by the students themselves. The competence is recognised and accredited by the teacher responsible for the studies or another person designated to the position. The assessment is carried out according to the same assessment criteria and, as a rule, same grading scale as that adopted for the corresponding study unit or module. The student is entitled to apply for accreditation of prior competence regardless of where, how and when the competence has been acquired. The student may also seek accreditation of competence to be acquired on the job as part of their degree (work-based learning). ... The student is responsible for demonstrating and verifying their competence and for providing sufficient information.

Co-operation with working life and/or RDI

The study unit includes a development-oriented essay where the students are encouraged to solve practical problems at their own workplace.

Important dates

Recommended kick-off lecture on Tuesday, November 21st, 2023, at 17:00 - 18:30 (EET) via Zoom.
The study unit and assignments are divided into modules. Each module has a deadline (DL):
Orientation: DL Dec 10, 2023.
Note that you need to complete the assignments of the orientation phase by Dec 10, 2023, to continue further with the study unit.
Module 1: Introduction to heuristics, biases, and nudges in business environment: DL Jan 7, 2024
Module 2: Deeper into behavioral economics: DL Jan 21, 2024
Module 3: Ethical perspectives of nudging: DL Feb 4, 2024
Module 4: Promoting change through behavioral insights : DL Feb 18, 2024
Module 5: Applying behavioral perspective in transformational change management: DL Mar 3, 2024
Retake DL Mar 31, 2024

Forms of internationality

Use of international academic literature. International student group.

Students workload

Orientation 8 hours
Independent work 125 hours (each module 25 hours)

Content and scheduling

In this study unit you will learn the basics of behavioral economics and how behavioral insights can be used to nudge organizational change. You will gain understanding on behavioral biases and heuristics that are apparent in human behavior, and understand the basics of choice architecture.

In this study unit we will take knowledge from behavioral economics into action by considering the impact of behavioral phenomena in business applications, especially in change management.

Further information for students

The study unit corresponds to the requirements of Master's level education.

According to the degree regulations (section 18) "students must be present for the first contact teaching session, or they must notify the responsible teacher of their absence to confirm they intend to participate in studies, Alternatively, the teacher can specify a different manner for the student to confirm that they intend to participate in the studies. The completion of these measures can be required within a week of the studies having begun. The application of the aforementioned approach requires that the teacher notifies the students accepted to the study unit of the practice and that the practice is specifically mentioned in the study unit’s implementation plan.

If the student has a justified reason for not attending the first contact teaching session or for not notifying the teacher of their intention to be involved in studies in the manner required by the teacher, the student must contact the responsible teacher to agree on participation in the studies. Their registration for the study unit will be rejected, of the student does not notify the teacher of being absent from the first contact teaching session or the reason for their absence cannot be considered justified, Another student who is in line for the study unit can be selected in their place."

The student needs to complete the assignments of the orientation phase by xx.xx.xxxx to continue further with the study unit.

The quality of the study unit implementation has been assessed and the self-evaluation report is available in Canvas.

Grading scale

H-5

Learning outcomes

The student is able to:
• analyse their own personal brand by choosing brands to collaborate with (using the mash-up canvas)
• create a brand mash-up framework based on branding literature
• evaluate the financial value of brands and crea te a plan for collaborating brands
• design new service or product brands with brand mash-up tools

Teaching methods

This study unit will be offered online starting on the 6th of September 2023 online in Canvas and with our first meeting online on the 6th of September at 2.30 p.m. (EET) in ZOOM: https://laurea.zoom.us/j/68240966539


Branding is important for any company or organisation or even for persons and phenomena. Brands can collaborate and create new offerings. During this study unit we concentrate on developing branding techniques innovatively by the use of the brand mash-up perspective. Branding will be taken to a new level. Sustainability is an important theme.

The following themes will be presented in our online platform Canvas. Branding in a nutshell, Brand heritage, Brand identity and brand image, Brand Values, , Mash-up types, Mash-up Interaction Wheel. The assignments will include quizzes, and a brand mash-up project (group assignment). The course will be finalized at the end of September.

We will meet synchronously according to the following time schedule

Introduction 6th of September at 2.30 p.m. to 4 p.m. (EET) https://laurea.zoom.us/j/63186214616
Group guidance 1 short session with each group, book an appointment
Group work check on the 19th of September 3.00 p.m. to 4.30 p.m. (EET) https://laurea.zoom.us/j/63186214616
Presentations on the 27th of September at 3.00 p.m. to 7.00 p.m. (EET) https://laurea.zoom.us/j/63186214616


MODULES:
Orientation and getting acquainted (mandatory)
Module 1 Taste of Brand Mash-Up 2 ECTS quizzes
Module 2 Creating a brand and a brand mash-up using artifical intelligence as a tool Group work 1 ECTS group discussions and commenting
Module 3 Brand Mash-Up Project 2 credits (ECTS) includes online presentations

Location and time

[This field is not used at Laurea.]

Learning materials and recommended literature

Aaker, D. & Aaker, J. L. 2016. What are Your Signature Stories? California Management Review, 58(3), pp. 49-65. doi:10.1525/cmr.2016.58.3.49
Besharat, A. (2010), “How co-branding versus brand extensions drive consumers’ evaluations of new products: A brand equity approach”, Industrial Marketing Management, Vol. 39 No. 8, pp. 1240–1249.
Brodie, R. J., Glynn, M. S. & Little, V. 2006. The service brand and the service-dominant logic: Missing fundamental premise or the need for stronger theory? Marketing Theory, 6(3), pp. 363-379. doi:10.1177/1470593106066797
Calonius, H. (2006). Contemporary Research in Marketing: A Market Behaviour Framework. Marketing Theory, 6(4), 419–428. https://doi.org/10.1177/1470593106069936
Grönroos, C. (2017). On value and value creation in service: a management perspective. Journal of Creating Value, 3(2), 125-141.
Li, K., & Wang, X. (2019). HOW DOES CO-BRANDING INFLUENCE BRAND IMAGE: A qualitative research on Supreme’s brand image from consumers’ perspectives.
Liewendahl, H. E., & Heinonen, K. (2020). Frontline employees’ motivation to align with value propositions. Journal of Business & Industrial Marketing.
Roosens, B., Dens, N., & Lievens, A. (2019). Quid pro quo: The impact of explicit brand mentions and reciprocity in brand alliance communications. European journal of marketing.-London, 53(2), 320-344.
Sipilä, M. & Ekström,Maria, k. 2019. Brand mash-up: Collaborations, partnerships & branding re-invented. [Vantaa]: Laurea University of Applied Science (Found as a book or a Kindle-version through Amazon
Mrad, M., Farah, M. F., & Haddad, S. (2019). From Karl Lagerfeld to Erdem: a series of collaborations between designer luxury brands and fast-fashion brands. Journal of Brand Management, 26(5), 567-582.
Rindell, A. (2013). Time in corporate images: introducing image heritage and image?in?use. Qualitative Market Research: An International Journal.
Rindell, A., Santos, F. P., & de Lima, A. P. (2015). Two sides of a coin: Connecting corporate brand heritage to consumers’ corporate image heritage. Journal of Brand Management, 22(5), 467-484.
Urde, M. (2013). The corporate brand identity matrix. Journal of Brand Management, 20(9), 742-761.
Wason, H., & Charlton, N. (2015). How positioning strategies affect co-branding outcomes. Cogent Business & Management, 2(1), 1092192. https://www.cogentoa.com/article/10.1080/23311975.2015.1092192 (Links to an external site.) OPEN ACCESS

These articles are suggestions. More will be found in the CANVAS classroom

Alternative completion methods of implementation

According to degree regulations “All students are entitled to demonstrate their competence. The recognition and accreditation of prior competence is initiated by the students themselves. The competence is recognised and accredited by the teacher responsible for the module or study unit or another person designated by the director of the UAS unit. The assessment is carried out according to the same criteria and grading scale as that adopted for the corresponding study unit.” For further information visit the student intranet.

Co-operation with working life and/or RDI

Students are supposed to contact the organizations included in the brand mashups

Important dates

Please attend the first online session on the 6th of September (mandatory) in ZOOM: Join Zoom Meeting
https://laurea.zoom.us/j/63186214616

Forms of internationality

This course is for an international group of students

Students workload

One credit equals approximately 26.7 hours of work performed by the student. The different assignments are divided in the following manner:


MODULES:
Orientation and getting acquainted (mandatory)
Module 1 Taste of Brand Mash-Up 2 ECTS quizzes
Module 2 Creating a brand and a brand mash-up using artifical intelligence as a tool Group work 1 ECTS group discussions and commenting
Module 3 Brand Mash-Up Project 2 ECTS includes online presentations

Content and scheduling

Brand strategy, brand development, branding for growth

We will meet synchronously according to the following time schedule

Introduction 6th of September at 2.30 p.m. to 4 p.m. (EET) https://laurea.zoom.us/j/63186214616
Group guidance 1 short session with each group, book an appointment
Group work check on the 19th of September 3.00 p.m. to 4.30 p.m. (EET) https://laurea.zoom.us/j/63186214616
Presentations on the 27th of September at 3.00 p.m. to 7.00 p.m. (EET) https://laurea.zoom.us/j/63186214616

Further information for students

The study unit corresponds to the requirements of Master's level education.

Grading scale

H-5

Evaluation methods and criteria

“The evaluation of competence is based on the descriptions of objectives in the curricula and the evaluation criteria provided in the study unit’s implementation plan” (Laurea degree regulations).


To achieve grade 5 (excellent) the student must be able to:

- create a consistent framework/knowledge base making use of both national and international scientific sources in a critical analytic fashion. (Knowledge base)
- solve demanding problems in research, development and/or innovation activities where new knowledge and competence is created as well as to apply and combine information from different fields. (Problem solving)
- develop the activities of the competence area in a target-oriented and communal fashion. (Development)
- communicate convincingly both orally and in writing to audiences within and exterior to the field. (Communication)

To achieve grade 3 (good) the student must be able to:

- gather, process, produce and evaluate information critically and widely making use of both national and international scientific sources. (Knowledge base)
- use concepts of the area of expertise fairly. (Knowledge base)
- solve problems in research, development and/or innovation activities by applying and combining information from different fields. (Problem solving)
- create target-oriented, justified development plans considering the community. (Development)
- communicate in a competent, clear and consistent manner both orally and in writing. (Communication)

To achieve grade 1 (satisfactory) the student must be able to:
- gather, process, produce and evaluate information widely. (Knowledge base)
- use concepts of the area of expertise systematically. (Knowledge base)
- solve problems in research, development and/or innovation activities. (Problem solving)
- recognise and analyse focuses of development making use of the knowledge base. (Development)
- communicate clearly both orally and in writing. (Communication)



All staff and students of Laurea are expected to adhere to good scientific practices, which includes appropriate referencing. Familiarise yourself with the practices and, if needed, ask for more information. All study assignments are to be done as individual work unless otherwise instructed. [If Urkund is used when assignments are checked, the lecturer will inform the students of this.]

Learning outcomes

The student is able to:
• Develop digital marketing strategies using electronic media
• Implement digital marketing strategies into practice
• Evaluate product, pricing, distribution and communication marketing functions in a firm’s internet marketing strategy
• Use digital analytics to evaluate and optimize the effectiveness of digital marketing strategies

Literature: Kotler et al, 2018, Marketing 4.0
Selected articles from academic sources, e.g.: Journal of Marketing, Journal of Interactive Mar keting, Harvard Business Review
Selected articles from business sources, e.g.: Business Week, Economist

Studying methods: exercises, online discussions, group project work, examination

Grading scale

Approved/Failed

Learning outcomes

The student is able to:
• work with and understand different cultures
• collect data on the diffusion of technology in different countries and understand the underlying forces preventing or enabling diffusion
• have an understanding of future studies

Grading scale

Approved/Failed