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Description of Individual Course Units
| Course Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits |
|---|---|---|---|---|---|
| 9204045462017 | Strategic Brand Management | 1 | 2 | 4,00 |
Level of Course Unit
Yüksek Lisans
Language of Instruction
Turkish
Objectives of the Course
This course aims to give advanced knowledge of Brand Management to provide you with an understanding of brands, branding, and brand equity, the ability to determine appropriate brand message and media strategies the ability to identify and evaluate brand messages, and finally an understanding that marketing communication is an on-going, interactive process that must be properly integrated with all the other brand messages that determine to what extent a brand is successful
Name of Lecturer(s)
Learning Outcomes
| 1 | To be able to define brands, branding, and brand equity |
| 2 | To be able to determine strategic brand message and media strategies |
| 3 | To be able to improve and evaluate brand messages |
Mode of Delivery
Prerequisities and Co-Requisities
None
Recommended Optional Programme Components
None
Content of the Course
This course aims to give advanced knowledge of Brand Management to provide you with an understanding of brands, branding, and brand equity, the ability to determine appropriate brand message and media strategies the ability to identify and evaluate brand messages, and finally an understanding that marketing communication is an on-going, interactive process that must be properly integrated with all the other brand messages that determine to what extent a brand is successful
Weekly Detailed Course Contents
| Week | Subjects (Theoretical) | Teaching Methods | Preparatory |
|---|---|---|---|
| 1 | Introduce to Brand concept | ||
| 2 | Brand Management | ||
| 3 | Customer Based Brand Equity | ||
| 4 | Brand Positioning and Values | ||
| 5 | Choosing Brand Elements to Build Equity | ||
| 6 | Designing Marketing Programs to Build Brand Equity | ||
| 7 | IMC To Build Brand Equity | ||
| 8 | Midterm Exam | ||
| 9 | Leveraging Secondary Brand Knowledge to Build BE | ||
| 10 | Developing a Brand Equity Measurement and Management System | ||
| 11 | Measuring Sources of BE | ||
| 12 | Measuring Outcomes of BE | ||
| 13 | Designing and Implementing Brand Strategies | ||
| 14 | Introducing and Naming New Products and Brand Extensions Managing Brands Over Time | ||
| 15 | Presentations | ||
| 16 | Final Exam |
Text Book / Material / Recommended Resources
• Strategic Brand Management, Kevin Lane Keller, Prentice-Hall, 2003 (2E) ISBN:0131105833 • Brand Management- A Theoretical and Practical Approach, 2003, Rik Riezebos, Pearson Education, Prentice Hall • Best Practice Cases in Branding, Kevin Keller, Prentice Hall • Building Strong Brands, David A. Aaker, The Free Press, 1996 • Building the Brand-Driven Business, Scott M. Davis and Michael Dunn, Jossey-Bass Publ., 2002. • Bu Topraklardan Dünya Markası çıkar mı? Güven Borça Mediacat Kitapları, Kapital Yayınevi • For preparing project reading periodicals is strongly recommended.
Planned Learning Activities and Teaching Methods
Activities are given in detail in the sections of "Assessment Methods and Criteria" and "Workload Calculation".
Assessment Methods and Criteria
| Term (or Year) Learning Activities | Quantity | Weight |
|---|---|---|
| Midterm Examination | 1 | 100 |
| Total | 100 | |
| End Of Term (or Year) Learning Activities | Quantity | Weight |
| Final Examination | 1 | 100 |
| Total | 100 | |
| Term (or Year) Learning Activities | 40 | |
| End Of Term (or Year) Learning Activities | 60 | |
Work Pacement(s)
None
Workload Calculation
| Activities | Number | Time (hours) | Total Work Load (hours) |
|---|---|---|---|
| Midterm Examination | 1 | 2 | 2 |
| Final Examination | 1 | 2 | 2 |
| Attending Lectures | 16 | 3 | 48 |
| Seminar | 1 | 15 | 15 |
| Self Study | 1 | 15 | 15 |
| Individual Study for Mid term Examination | 1 | 15 | 15 |
| Individual Study for Final Examination | 1 | 15 | 15 |
| Reading | 1 | 8 | 8 |
| Total Work Load (hours) | 120 | ||
Contribution of Learning Outcomes to Programme Outcomes
| PO 1 | PO 2 | PO 3 | PO 4 | PO 5 | PO 6 | PO 7 | PO 8 | PO 9 | PO 10 | |
| LO 1 | 5 | 4 | 5 | 4 | 5 | 5 | 4 | 5 | 4 | 5 |
| LO 2 | 5 | 4 | 5 | 4 | 5 | 5 | 4 | 5 | 4 | 5 |
| LO 3 | 5 | 4 | 5 | 4 | 5 | 5 | 4 | 5 | 4 | 5 |
* Contribution Level: 1 Very low 2 Low 3 Medium 4 High 5 Very High