{"id":null,"code":"BO00BB80","name":{"valueFi":"Strategic Sustainable Branding","valueEn":"Strategic Sustainable Branding","valueSv":""},"credits":6.0,"minCredits":6,"maxCredits":6,"tags":[],"createdAt":1790534867642,"contentList":[{"title":{"valueFi":"Osaamistavoitteet","valueEn":"Learning outcomes","valueSv":""},"content":{"valueFi":"Ingress:\r\nThis course examines brand management from a multi-stakeholder perspective, focusing on the role of sustainability in shaping branding in local and global contexts. Students learn how sustainable brand strategies are designed, implemented, and evaluated, and how they influence brand image, reputation, and long-term value. Drawing on branding and sustainability frameworks, the course approaches branding as a strategic process in which sustainability is integrated into brand development and decision-making. Through various learning approaches, students learn to leverage sustainability to address societal and environmental challenges while building credible and competitive brands. \r\n\r\nThis course fosters three key generic skills essential for strategic sustainable brand management. First, students strengthen analytical, critical, and creative thinking by analysing branding challenges at the intersection of marketing and sustainability and by generating and communicating well-reasoned solutions. Second, the course also enhances international and multicultural skills through collaborative work on sustainable branding while considering global challenges and diverse stakeholder contexts. Lastly, students develop sustainability, responsibility, and ethics skills by assessing the social, ecological, economic, and cultural impacts of branding, applying the UN Sustainable Development Goals, and addressing ethical branding issues through responsible and justified decision-making. \r\n\r\nLearning goals:\r\nUpon completion of the course, students will be able to:  \r\n\r\n1) Critically apply brand management theories and sustainability frameworks to analyse and develop systemic brand strategies that account for complex stakeholder interdependencies across local and global contexts. \r\n\r\n2) Evaluate and strategically integrate sustainability considerations into branding processes to shape brand value, identity, and reputation in support of long-term competitive advantage. \r\n\r\n3) Develop responsible and future-oriented brand strategies that address contemporary global challenges and contribute to sustainable business and societal outcomes. \r\n\r\n\r\nGeneric skills:\r\nAnalytical, critical, and creative thinking skills: Apply analytical and critical thinking skills within the context of strategic sustainable branding, considering interfaces between marketing, sustainability, and related fields; apply creative thinking and problem-solving to develop new knowledge, solutions, and procedures for sustainable brand challenges; and critically analyse arguments and communicate well-reasoned positions.  \r\n\r\nInternational and multicultural skills: Work effectively in international and multicultural contexts, taking into account global contexts, diverse stakeholder expectations, and international operating environments in the development and management of sustainable brands.  \r\n\r\nSustainability, responsibility, and ethics skills: Recognize the interdependencies between social, ecological, economic, and cultural dimensions of sustainability in the context of branding and marketing; is able to assess the impacts of branding activities on these dimensions; apply the UN Sustainable Development Goals in professional branding activities and identify ways to participate in societal debate and decision-making; and address ethical issues in branding with sound reasoning, justifying actions while considering diverse backgrounds, power relations, values, and operating environments.","valueEn":"Ingress:\r\nThis course examines brand management from a multi-stakeholder perspective, focusing on the role of sustainability in shaping branding in local and global contexts. Students learn how sustainable brand strategies are designed, implemented, and evaluated, and how they influence brand image, reputation, and long-term value. Drawing on branding and sustainability frameworks, the course approaches branding as a strategic process in which sustainability is integrated into brand development and decision-making. Through various learning approaches, students learn to leverage sustainability to address societal and environmental challenges while building credible and competitive brands. \r\n\r\nThis course fosters three key generic skills essential for strategic sustainable brand management. First, students strengthen analytical, critical, and creative thinking by analysing branding challenges at the intersection of marketing and sustainability and by generating and communicating well-reasoned solutions. Second, the course also enhances international and multicultural skills through collaborative work on sustainable branding while considering global challenges and diverse stakeholder contexts. Lastly, students develop sustainability, responsibility, and ethics skills by assessing the social, ecological, economic, and cultural impacts of branding, applying the UN Sustainable Development Goals, and addressing ethical branding issues through responsible and justified decision-making. \r\n\r\nLearning goals:\r\nUpon completion of the course, students will be able to:  \r\n\r\n1) Critically apply brand management theories and sustainability frameworks to analyse and develop systemic brand strategies that account for complex stakeholder interdependencies across local and global contexts. \r\n\r\n2) Evaluate and strategically integrate sustainability considerations into branding processes to shape brand value, identity, and reputation in support of long-term competitive advantage. \r\n\r\n3) Develop responsible and future-oriented brand strategies that address contemporary global challenges and contribute to sustainable business and societal outcomes. \r\n\r\n\r\nGeneric skills:\r\nAnalytical, critical, and creative thinking skills: Apply analytical and critical thinking skills within the context of strategic sustainable branding, considering interfaces between marketing, sustainability, and related fields; apply creative thinking and problem-solving to develop new knowledge, solutions, and procedures for sustainable brand challenges; and critically analyse arguments and communicate well-reasoned positions.  \r\n\r\nInternational and multicultural skills: Work effectively in international and multicultural contexts, taking into account global contexts, diverse stakeholder expectations, and international operating environments in the development and management of sustainable brands.  \r\n\r\nSustainability, responsibility, and ethics skills: Recognize the interdependencies between social, ecological, economic, and cultural dimensions of sustainability in the context of branding and marketing; is able to assess the impacts of branding activities on these dimensions; apply the UN Sustainable Development Goals in professional branding activities and identify ways to participate in societal debate and decision-making; and address ethical issues in branding with sound reasoning, justifying actions while considering diverse backgrounds, power relations, values, and operating environments.","valueSv":""}},{"title":{"valueFi":"Sisältö","valueEn":"Content","valueSv":""},"content":{"valueFi":"This course examines the brand phenomenon from contemporary strategic perspectives, with a strong emphasis on sustainability, including circularity, and societal impact. The course equips students with conceptual and strategic tools to develop, strengthen, or revitalize brands in dynamic market environments by focusing on three interrelated areas: 1) building coherent and distinctive brand identities through strategic consistency, differentiation, and leadership integration; 2) creating brand synergy by aligning branding with entrepreneurship, governance, and stakeholder relationships across employees, supply chain partners, and customers; 3) and enabling brand evolution through seamless brand experiences, stakeholder values’ integration, and the alignment of brand strategy with global sustainability goals.","valueEn":"This course examines the brand phenomenon from contemporary strategic perspectives, with a strong emphasis on sustainability, including circularity, and societal impact. The course equips students with conceptual and strategic tools to develop, strengthen, or revitalize brands in dynamic market environments by focusing on three interrelated areas: 1) building coherent and distinctive brand identities through strategic consistency, differentiation, and leadership integration; 2) creating brand synergy by aligning branding with entrepreneurship, governance, and stakeholder relationships across employees, supply chain partners, and customers; 3) and enabling brand evolution through seamless brand experiences, stakeholder values’ integration, and the alignment of brand strategy with global sustainability goals.","valueSv":""}},{"title":{"valueFi":"Suoritustavat","valueEn":"Study Methods","valueSv":""},"content":{"valueFi":"The course builds on in class engagement (20%), group work (60%), and a final exam (20%). The assessment is based on the learning outcomes of the course unit. \r\n\r\nAll assignments in this course are designed to develop key generic skills.","valueEn":"The course builds on in class engagement (20%), group work (60%), and a final exam (20%). The assessment is based on the learning outcomes of the course unit. \r\n\r\nAll assignments in this course are designed to develop key generic skills.","valueSv":""}},{"title":{"valueFi":"Toteutustavat","valueEn":"Teaching Methods","valueSv":""},"content":{"valueFi":"The course is pedagogically designed as in-class face-to-face teaching. Accordingly, it is mandatory that the student attends all classes in person.  \r\n\r\nThe course workload consists of lectures and guest lectures (36 hours), reading assigned articles (40 hours), conducting a brand orientation analysis (84 hours). \r\n\r\nAny student requiring online participation must discuss their situation with the teacher in advance.","valueEn":"The course is pedagogically designed as in-class face-to-face teaching. Accordingly, it is mandatory that the student attends all classes in person.  \r\n\r\nThe course workload consists of lectures and guest lectures (36 hours), reading assigned articles (40 hours), conducting a brand orientation analysis (84 hours). \r\n\r\nAny student requiring online participation must discuss their situation with the teacher in advance.","valueSv":""}},{"title":{"valueFi":"Oppimateriaalit","valueEn":"Learning material","valueSv":""},"content":{"valueFi":"<p>Course book, lecture materials, journal&nbsp;articles&nbsp;and other materials assigned by the teacher.&nbsp;&nbsp;&nbsp;&nbsp;</p>","valueEn":"<p>Course book, lecture materials, journal&nbsp;articles&nbsp;and other materials assigned by the teacher.&nbsp;&nbsp;&nbsp;&nbsp;</p>","valueSv":""}},{"title":{"valueFi":"Lisätiedot","valueEn":"Further information","valueSv":""},"content":{"valueFi":"","valueEn":"","valueSv":""}},{"title":{"valueFi":"Kurssikirjallisuus","valueEn":"Literature","valueSv":""},"content":{"valueFi":"","valueEn":"","valueSv":""}},{"title":{"valueFi":"Esitietovaatimukset","valueEn":"Qualifications","valueSv":""},"content":{"valueFi":"The course is an independent entity and does not require additional studies carried out at the same time.","valueEn":"The course is an independent entity and does not require additional studies carried out at the same time.","valueSv":""}},{"title":{"valueFi":"Arviointiasteikko","valueEn":"Assessment scale","valueSv":""},"content":{"valueFi":"1-5/HYL","valueEn":"1-5/FAIL","valueSv":"1-5/FAIL"}},{"title":{"valueFi":"Arviointikriteerit","valueEn":"Assessment criteria","valueSv":""},"content":{"valueFi":"In class engagement (20%), group work (60%), and a final exam (20%). The assessment is based on the learning outcomes of the course unit. \r\n\r\nGeneric skills in this course are assessed across all mandatory assignments and evaluated based on the quality of analysis, with particular emphasis on the application of brand management and sustainability learnings. Teamwork, the quality of proposed solutions, and active participation in class discussions and debates are also key assessment criteria.","valueEn":"In class engagement (20%), group work (60%), and a final exam (20%). The assessment is based on the learning outcomes of the course unit. \r\n\r\nGeneric skills in this course are assessed across all mandatory assignments and evaluated based on the quality of analysis, with particular emphasis on the application of brand management and sustainability learnings. Teamwork, the quality of proposed solutions, and active participation in class discussions and debates are also key assessment criteria.","valueSv":""}},{"title":{"valueFi":"Arviointikriteerit 2","valueEn":"Evaluation criteria 2","valueSv":""},"content":{"valueFi":"","valueEn":"","valueSv":""}},{"title":{"valueFi":"Arviointikriteerit 3","valueEn":"Evaluation criteria 3","valueSv":""},"content":{"valueFi":"","valueEn":"","valueSv":""}},{"title":{"valueFi":"Arviointikriteerit 4","valueEn":"Evaluation criteria 4","valueSv":""},"content":{"valueFi":"","valueEn":"","valueSv":""}},{"title":{"valueFi":"Pääasiallinen opetuskieli","valueEn":"Primary Teaching Language","valueSv":""},"content":{"valueFi":"englanti","valueEn":"English","valueSv":"engelska"}},{"title":{"valueFi":"Taso","valueEn":"Level","valueSv":""},"content":{"valueFi":"Syventävät opinnot","valueEn":"Advanced Studies","valueSv":"Syventävät opinnot"}},{"title":{"valueFi":"Oppiaine","valueEn":"Subject","valueSv":""},"content":{"valueFi":"Markkinointi","valueEn":"Marketing","valueSv":""}},{"title":{"valueFi":"Vastuuhenkilöt","valueEn":"Person in charge","valueSv":""},"content":{"valueFi":"Fatima Khitous","valueEn":"Fatima Khitous","valueSv":"Fatima Khitous"}},{"title":{"valueFi":"Luokittelu","valueEn":"Classification","valueSv":""},"content":{"valueFi":"","valueEn":"","valueSv":""}},{"title":{"valueFi":"Linkit","valueEn":"Links","valueSv":""},"content":{"valueFi":"","valueEn":"","valueSv":""}}]}