Brand Mash-Up – Transforming Your Business Through Collaboration (5 cr)

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

Location and time

Online 1st of June to 31st of August

Materials

Sipilä, M & Ekström, M (2019 ). 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
Further material will be introduced in our online platform CANVAS.

Teaching methods

This study unit will be offered online starting on the 1st June, 2020. 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.
The following themes will be presented in our online platform Canvas: Branding in a nutshell, Brand heritage, Brand identity and brand image, Brand Values, Brand Financial Value, Mash-up types, Mash-up Interaction Wheel. The assignments will include quizzes, blog posts and a brand mash-up project (group assignment). The course will be finalised at the 31st of August, 2020.

MODULES:
Orientation and getting acquainted (mandatory)
Module 1 Branding in a nutshell 1 credit (ECTS) (June-August)
Module 2 Brand Financial Value 1 credit (ECTS) (June-August)
Module 3 Brand Mash-Up tools and perspectives 1 credit (ECTS) (June-August)
Module 4 Brand Mash-Up Project 2 credits (ECTS) (August)

Employer connections

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

Exam schedules

Starting on the 1st June, 2020.

Evaluation scale

H-5