Capstone: Product and Brand Management
The course comprises lectures and case workshops as well as independent work. A series of group assignments are instrumental in this course. The assignments showcase some key aspects of the work of a seasoned product, marketing and a brand executive. The assignments cover the following themes:managing offering development or optimization based on market analysis and customer insight, managing marketing communications and distribution on the portfolio and product line level, managing pricing strategies and architectures, building strong and sustainable brands, reinvigorating ailing or lagging brands as well as managing and optimizing brand architectures over time.By leveraging rich managerial perspectives, the course provides students with a kaleidoscope view on the following sub-themes: developing new offerings, managing offering portfolios, managing pricing and promoting offerings, managing sales and distribution channels, developing go-to market strategies, building winning brands, developing brand architectures, assessing brands as well as repositioning and revitalizing them. Throughout the course, students will present their group assignments, defend their analysis and recommendations and receive feedback from peers, faculty and some of the leading marketing practitioners.
The number of students admitted to the course is restricted to 80. Aalto students studying in the BSc Program of Marketing have a priority in registration. The course is meant to be taken towards the end of program studies. Students can, on legitimate grounds, apply for credit transfer for the capstone course or substitute the course with another Aalto University course. (Exchange studies abroad, serious illness, working life and its restraints are not considered legitimate reasons not to complete the capstone course). Deviating from the common credit transfer policy at the School of Business (BIZ), students have to initiate a request for credit transfer pre-approval for their proposed course to substitute the capstone course. To apply for credit transfer the request form is available at Into. Based on the student s credit transfer application for substitution the teacher in charge of the capstone course will evaluate and decide on whether the by the student proposed course will meet the BIZ capstone course requirements.