Brändi, tarina ja sisällöntuotanto
Brändi, tarina ja sisällöntuotanto is a module in the Markkinoinnin johtaminen program that can also be completed as a standalone program.
The Brändi, tarina ja sisällöntuotanto module helps you understand how the customer experience, or brand relationship, is formed across a variety of channels and in many different ways. The module covers the day-to-day management of a brand, the building blocks of a brand story, its authenticity, context-dependency, and role in the creation of iconic brands, as well as the importance of effective content production. We take a deep dive into how strong brands are built in the digital age — through strategy, storytelling, and content creation.
The goal of the module is to provide concrete tools for recognizing a compelling story and leading a brand through content.
Benefits
In Brändi, tarina ja sisällöntuotanto, you will build a strong brand for the digital age and learn to manage customer experience through strategy, storytelling, and content marketing.
An excellent addition to my own expertise, a beautifully structured program with outstanding learning sessions. It was also wonderful to meet fellow participants and gain peer support."
"The program as a whole is excellent. The trainers are truly knowledgeable, and it was great that they brought diverse expertise from a wide range of industries. Having participants from different sectors meant we gained perspectives from across the field. The staff had a firm and confident handle on everything throughout the entire program."
Participant feedback
For
For marketing professionals and managers who want to deepen their brand management expertise and refresh their practical approach through storytelling and content marketing.
The module is designed for marketing professionals and managers looking to deepen their skills in brand building, storytelling, and content marketing. It is also ideal for communications managers and specialists who want to strengthen their brand management capabilities in the digital age.
Contents and Schedule
The Brändi, tarina ja sisällöntuotanto module explores how strong brands are built in the digital age through a variety of approaches. Topics include the day-to-day management of a brand, brand storytelling, the role of brands in the experience economy, customer-centric value proposition design, and the role of content marketing as a driver of trust and differentiation.
Key topics covered in the module:
Brand significance and management in a changing business environment
Brand stories
Content marketing as part of customer experience and differentiation
Content marketing and building thought leadership
The role of AI in brand building and content marketing
Structure:
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1.5-day in-person session
You can choose to enroll in the full Markkinoinnin johtaminen program, which includes all four modules, or sign up for individual modules separately. Once you have completed all four modules within four years, you will receive a certificate in Markkinoinnin johtaminen program.
Instructors
Juho-Petteri Huhtala
Juho-Petteri Huhtala (D.Sc. (Econ.) works as a researcher and lecturer at the Department of Marketing, Aalto University School of Business.
Huhtala is an expert in business models, business design, and product and service development. His research focuses on developing artificial intelligence technologies at the interfaces of marketing and sales and both managing and measuring customer experience.
Over the past ten years, Huhtala has been involved in several large-scale research projects, e.g., the B2BAI project, which aims at B2B technological artificial breakthroughs. Previously, he has studied the evolution of business models in mature industries (especially media and telecommunications), among other things.
Huhtala is currently an academic leader in the interdisciplinary B2BAI research project. In addition to academic research, Huhtala has been the CEO of NIBS think tank (https://www.nibs.fi/) since 2018. Huhtala trains and coaches managers and experts in several of Aalto EE's open and company-tailored programs. Topics include but are not limited to, business design, service design tools, business models, and productization.
In the autumn of 2017, Huhtala defended his doctoral dissertation at the Department of Marketing at Aalto University. The research topic was "Essays on Innovation Management and Organizational Effectiveness."
Kustannukset ja ilmoittautuminen
Markkinoinnin johtaminen -ohjelman itsenäiset opintojaksot
Voit valintasi mukaan osallistua koko Markkinoinnin johtaminen -ohjelmaan, joka sisältää kaikki neljä opintojaksoa tai ilmoittautua erillisille opintojaksoille:
