| Course Type | Elective Course |
|---|
| Course Level | Bachelor's Degree |
|---|
| Year of Study | - |
|---|
| Semester | - |
|---|
| ECTS | 5 |
|---|
| Name of Lecturer(s) |
|
| Learning Outcomes |
At the end of this course, the students;
- Know the importance of the branding
- Know the process of creating brand value.
- Know how to build brand equity.
|
| Mode of Delivery | Face to face |
|---|
| Prerequisites | Yes(BUS231) |
|---|
| Recommended Optional Programme Components | No |
|---|
| Course Description | In the course, brand, brand value and strategic brand management, factors in creating brand value, integration of marketing, media, public relations, advertising, communication to brand value, measurement of brand value, designing branding strategies and implementation will be covered.
Students who miss more than 30% of total class hours receive an F2 grade. |
|---|
| Course Contents |
| WEEK |
TOPICS |
|
1st Week |
Brand and Brand-Product (Difference/Similarity) |
|
2nd Week |
Corporate Culture and Brand Management |
|
3rd Week |
Brand Management |
|
4th Week |
Corporate Identity and Brand Management |
|
5th Week |
Integrated Marketing Communication Integration in Creating Brand Value |
|
6th Week |
Target Audience Attitude Persuasion |
|
7th Week |
Midterm |
|
8th Week |
Marketing Management Planning |
|
9th Week |
Swot Analysis of the Brand |
|
10th Week |
Brand Positoning |
|
11th Week |
Brand Advertising Public Relations |
|
12th Week |
Crisis Management |
|
13th Week |
Project presentations |
|
14th Week |
Project presentations |
|
| Recommended or Required Reading | Keller, L.K., Swaminathan, V. (2019). Strategic Brand Management: Building, Measuring and Managing Brand Equity. (5th Edition). Pearson. |
|---|
| Planned Learning Activities and Teaching Methods |
- Questions/Answers
- Discussion
- Lecture
|
|---|
| Assessment Methods and Criteria |
|
Quantity |
Percentage (%) |
| Mid-term |
1 |
20 |
| Attendance |
1 |
10 |
| Presentation of Case Study |
1 |
30 |
| Total(%) |
|
60 |
| Contribution of In-term Studies to Overall Grade(%) |
|
60 |
| Contribution of Final Examination to Overall Grade(%) |
|
40 |
| Total(%) |
|
100 |
|
| ECTS Allocated Based on Student Workload |
| Activities |
Quantity |
Duration (Hour) |
Total Workload (Hour) |
| Midterm exam |
1 |
1.5 |
1.5 |
| Preparation for Quiz |
1 |
10 |
10 |
| Individual or group work |
14 |
1 |
14 |
| Preparation for Final exam |
1 |
50 |
50 |
| Course hours |
14 |
3 |
42 |
| Preparation for Midterm exam |
1 |
30 |
30 |
| Laboratory (including preparation) |
|
|
|
| Final exam |
1 |
1.5 |
1.5 |
| Homework |
|
|
|
| Quiz |
1 |
1 |
1 |
| Total Work Load | 150 |
| Total Work Load / 30 (h) | 5 |
| ECTS Credit of the Course | 5 |
|
| Language of Instruction | English |
|---|
| Work Placement(s) | No |
|---|
