Academic year 2019 - 2020

•   Brand Mash-Up – Transforming Your Business Through Collaboration HY00BM74-3001 01.08.2019-31.12.2019  5 credits  (HYV419SJ) +-
  Learning outcomes of the course

  The student is able to:
  • understand the basics of branding in theory and in practice
  • understand the financial value of branding and IPR-issues
  • understand how AI can be used in Brand Mash-Ups
  • design viable new service or product brands with brand mash-up tools

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  Mode of delivery

  Distance learning

  Recommended or required reading

  Aaker, D. A., & Joachimsthaler, E. (2012). Brand leadership. Simon and Schuster.
  Aaker, D. A., Joachimsthaler, E., & Niinimäki, P. (2000). Brandien johtaminen. WSOY.
  Becerra, E., & Badrinarayanan, V. (2013). The influence of brand trust and brand
  identification on brand evangelism. Journal of Product & Brand Management, 22(5/6),
  371-383.
  Davis, A. M. (2012). Brandscaping: Unleashing the power of partnerships. Content
  Marketing Institute
  Ewing, M. T., Jevons, C. P., & Khalil, E. L. (2009). Brand death: A developmental model
  of senescence. Journal of Business Research, 62(3), 332-338.
  Gabay, J. (2015). Brand psychology : Consumer perceptions, corporate reputations.
  London: Kogan Page.
  Hampf, A., & Lindberg-Repo, K. (2011). Branding: The past, present, and future: A
  study of the evolution and future of branding.
  Kapferer, J. N. (2012). Abundant rarity: The key to luxury growth. Business Horizons,
  55(5), 453-462
  Kapferer, J. N. (2012). The new strategic brand management: Advanced insights and
  strategic thinking. Kogan page publishers.
  Keller, K., 2003. Strategic Brand Management: Building, Measuring and Managing
  Brand Equity, 2nd ed. New Jersey: Prentice Hall.
  Keller, K. L. (2012). Understanding the richness of brand relationships: Research
  dialogue on brands as intentional agents. Journal of Consumer Psychology, 22(2), 186-
  190.
  Rindell, A., & Iglesias, O. (2014). Context and time in brand image constructions.
  Journal of Organizational Change Management, 27(5), 756-768
  Simpson, A. (2014). The Brand Strategist's Guide to Desire: How to Give Consumers
  what They Actually Want. Palgrave Macmillan.
  Singh, S., & Sonnenburg, S. (2012). Brand performances in social media. Journal of
  Interactive Marketing, 26(4), 189-197.
  Sipilä, M & Ekström, M (2019 forthcoming). Brand Mash-up, COLLABORATIONS, PARTNERSHIPS & BRANDING REINVENTED
  Brand valuation ISO 10668: https://www.ivsc.org/news/article/professional-insight-analysing-the-value-of-a-brand

  Planned learning activities and teaching methods

  This study unit will be offered online starting on the 5th of September 2019. Branding is important for any company or organisation or even for persons and phenomena. 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.
  The following themes will be presented both synchronously and asynchronously in our online platform: Branding and brands, Financial value of brands, Brand heritage, Brand identity and brand image, Brand Value, Brands and AI, Mash-up types, Mash-up Interaction Wheel. The assignments will include essays, short papers, brand analysis, open ended questions and a brand mash-up project. The course will be finalised at the beginning of November at the latest

  Language of instruction

  English

  Timing

  01.08.2019 - 31.12.2019

  Enrollment date

  13.05.2019 - 26.05.2019

  Number of ECTS credits allocated

  • 5 credits

  Group(s)

  • HYV419SJ

  Seats

  0 - 35

  Teacher(s)

  Maria Ekström

  Unit, in charge

  Laurea Tikkurila, liko

  Programme(s)

  HYV4 Degree Programme in Leading Transformational Change, Laurea Tikkurila

  Unit location

  Laurea common

  R&D proportion

  1 credits

  Virtual proportion

  5 credits

  Evaluation scale

  H-5

  Work placement(s)

  Working with company brands and creating new brand mash-ups and brand collaborations

  Exam schedule

  Starting on the 5th of September 2019

  Assessment criteria

  Satisfactory

  Grade 1 - Student is able
  Knowledge base: To gather, process, produce and evaluate information widely. To use concepts of the area of expertise systematically.
  Problem solving: To solve problems in research, development and/or innovation activities.
  Development: To recognise and analyse focuses of development making use of the knowledge base.
  Communication: To communicate clearly both orally and in writing.

  Good

  Grade 3 - Student is able
  Knowledge base: To gather, process, produce and evaluate information critically and widely making use of both national and international scientific sources. To use concepts of the area of expertise fairly.
  Problem solving: To solve problems in research, development and/or innovation activities by applying and combining information from different fields.
  Development: To create target-oriented, justified development plans considering the community.
  Communication: To communicate in a competent, clear and consistent manner both orally and in writing.

  Excellent

  Grade 5 - Student is able
  Knowledge base: To create a consistent framework/knowledge base making use of both national and international scientific sources in a critical analytic fashion.
  Problem solving: To 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.
  Development: To develop the activities of the competence area in a target-oriented and communal fashion.
  Communication: To communicate convincingly both orally and in writing to audiences within and exterior to the field.

•   Digital Marketing HY00BM77-3001 01.08.2019-31.12.2019  5 credits  (HYV419SJ) +-
  Learning outcomes of the course

  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

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  Mode of delivery

  Face-to-face

  Language of instruction

  Finnish

  Timing

  01.08.2019 - 31.12.2019

  Enrollment date

  13.05.2019 - 26.05.2019

  Number of ECTS credits allocated

  • 5 credits

  Group(s)

  • HYV419SJ

  Teacher(s)

  Eija Lipasti

  Unit, in charge

  Laurea Tikkurila, liko

  Programme(s)

  HYV4 Degree Programme in Leading Transformational Change, Laurea Tikkurila

  Unit location

  Laurea common

  Evaluation scale

  Approved/Failed

•   Legal design in change management HY00BM75-3001 01.08.2019-31.12.2019  5 credits  (HYV419SJ) +-
  Learning outcomes of the course

  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

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  Mode of delivery

  Face-to-face

  Language of instruction

  Finnish

  Timing

  01.08.2019 - 31.12.2019

  Enrollment date

  13.05.2019 - 26.05.2019

  Number of ECTS credits allocated

  • 5 credits

  Group(s)

  • HYV419SJ

  Teacher(s)

  Jukka Linna

  Unit, in charge

  Laurea Tikkurila, liko

  Programme(s)

  HYV4 Degree Programme in Leading Transformational Change, Laurea Tikkurila

  Unit location

  Laurea common

  Evaluation scale

  Approved/Failed

•   Living in a changing world HY00BM78-3001 01.08.2019-31.12.2019  5 credits  (HYV419SJ) +-
  Learning outcomes of the course

  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

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  Mode of delivery

  Face-to-face

  Language of instruction

  Finnish

  Timing

  01.08.2019 - 31.12.2019

  Enrollment date

  13.05.2019 - 26.05.2019

  Number of ECTS credits allocated

  • 5 credits

  Group(s)

  • HYV419SJ

  Teacher(s)

  Ville Saarikoski

  Unit, in charge

  Laurea Tikkurila, liko

  Programme(s)

  HYV4 Degree Programme in Leading Transformational Change, Laurea Tikkurila

  Unit location

  Laurea common

  Evaluation scale

  Approved/Failed

•   Master's Thesis A9317-3003 01.08.2019-31.12.2020  30 credits  (HYV419SJ) +-
  Learning outcomes of the course

  The student is able to
  - plan, carry out and evaluate a service development project within a given timeframe by applying appropriate methods
  - manage and transform work contexts that are complex, unpredictable and require new strategic approaches
  - identify and formulate problems and solutions critically, independently and creatively
  - use the specialised problem solving skills required in research and innovation in order to develop new procedures and knowledge and to integrate knowledge from different fields
  - take responsibility for contributing to professional practice and knowledge
  - carry out and manage project tasks, take initiatives, adopt a developmental approach to work and initiate and implement change processes

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  Mode of delivery

  Face-to-face

  Language of instruction

  English

  Timing

  01.08.2019 - 31.12.2020

  Enrollment date

  13.05.2019 - 26.05.2019

  Number of ECTS credits allocated

  • 30 credits

  Group(s)

  • HYV419SJ

  Unit, in charge

  Laurea Tikkurila, liko

  Programme(s)

  HYV4 Degree Programme in Leading Transformational Change, Laurea Tikkurila

  Unit location

  Laurea common

  Evaluation scale

  Approved/Failed

•   Nudging Transformational Change into Action HY00BM76-3001 01.08.2019-31.12.2019  5 credits  (HYV419SJ) +-
  Learning outcomes of the course

  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

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  Mode of delivery

  Face-to-face

  Language of instruction

  Finnish

  Timing

  01.08.2019 - 31.12.2019

  Enrollment date

  13.05.2019 - 26.05.2019

  Number of ECTS credits allocated

  • 5 credits

  Group(s)

  • HYV419SJ

  Teacher(s)

  Kaisa Hytönen

  Unit, in charge

  Laurea Tikkurila, liko

  Programme(s)

  HYV4 Degree Programme in Leading Transformational Change, Laurea Tikkurila

  Unit location

  Laurea common

  Evaluation scale

  Approved/Failed

•   The Internet Economy HY00BM73-3001 01.08.2019-31.12.2019  5 credits  (HYV419SJ) +-
  Learning outcomes of the course

  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

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  Mode of delivery

  Face-to-face

  Language of instruction

  Finnish

  Timing

  01.08.2019 - 31.12.2019

  Enrollment date

  13.05.2019 - 26.05.2019

  Number of ECTS credits allocated

  • 5 credits

  Group(s)

  • HYV419SJ

  Teacher(s)

  Ville Saarikoski

  Unit, in charge

  Laurea Tikkurila, liko

  Programme(s)

  HYV4 Degree Programme in Leading Transformational Change, Laurea Tikkurila

  Unit location

  Laurea common

  Evaluation scale

  Approved/Failed

Academic year 2020 - 2021

There is no implementations attached to this degree programme.