Information Package
baskent.edu.tr

Program of Business Administration (Turkish)

MAN334

STRATEGIC BRAND MANAGEMENT

Course Code
MAN334
Semester
-
Theory+Practice
3 + 0
ECTS
5
Course TypeElective Course
Course LevelBachelor's Degree
Year of Study-
Semester-
ECTS5
Name of Lecturer(s)
Learning Outcomes

At the end of this course, the students;

  1. They learn the brand and all brand-related marketing components
  2. They learn the stages of brand creation, brand positioning and the conditions for sustainability.
  3. They master the attitudes and persuasion methods that ensure the continuity of a brand and establish the target audience-brand relationship
  4. They gain the competence to make general planning regarding advertising and public relations activities that promote a brand.
  5. They learn the methods of measuring the value of the brand
  6. They can create strategies that will ensure a business's dominance of a brand.
Mode of DeliveryFace to face
PrerequisitesNo
Recommended Optional Programme ComponentsMan231 Introduction to Marketing
Course DescriptionThis lesson; It has a content that covers all processes of formation, development, retention in the market, creating brand loyalty and creating sustainable policies for brands that are launched as a service or product brand and that will make a new entry into the sectoral market, and is supported by positioning and crisis management issues. Especially; By including all the channels used for the promotion of brands in today's media society, how a brand's marketing strategy is created, what the pre-sales and after-sales service policies should be, the share the brand will gain from its own market, budget planning, corporate identity-brand relationship and related measurement tactics are discussed in this article. These are the topics that form the general framework of the course. Students who miss more than 30% of total class hours receive an F2 grade.
Course Contents
WEEK TOPICS
1st Week What is a Brand? Why Are Product and Brand Different?
2nd Week Corporate Culture and Brand Relationship
3rd Week Brand Management
4th Week Relationship between Brand and Corporate Identity
5th Week Consumer behavior
6th Week Target Audience, attitude, persuasion
7th Week Midterm
8th Week How to Create a Marketing Strategy?
9th Week SWOT Analysis
10th Week Brand Positioning
11th Week Brand and Media Relationship
12th Week Crisis management
13th Week Brand, advertising, public Relations
14th Week Presentations
Recommended or Required Reading* Keller, L.K. (2019). Stratejik Marka Yönetimi: Marka Sermayesinin İnşası, Ölçümü ve Yönetimi (Çev.Ed. A.Candemir). Nobel
* Azman, K. H. (2018). Stratejik Marka Yönetimi: Markanın Logosu, Sloganı, Kimliği, İmajı, Konumlandırması. Titanik.
* Eti, S.H. (2022). Kriz Dönemlerinde Stratejik Pazarlama ve Marka Yönetimi. Akademisyen.
* Lefebvre, H. (1998) Modern Dünyada Gündelik Hayat. (Çev. I. Gürbüz). Metis.
* Akpınar, Ş. (2023). Girişimcinin El Kitabı. Elma.
* Solomon, R. M. (2020). Tüketici Davranışları: Satın Alma, Sahip Olma ve Varoluş (Çev.E.A.Ergin). Nobel.
Planned Learning Activities and Teaching Methods
  • Lecture
  • Discussion
Assessment Methods and Criteria
Quantity Percentage (%)
Mid-term 1 30
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 15 15
Individual or group work
Preparation for Final exam 1 30 30
Course hours 14 3 42
Preparation for Midterm exam 1 30 30
Laboratory (including preparation)
Final exam 1 1.5 1.5
Homework 1 1 1
Project 1 30 30
Total Work Load151
Total Work Load / 30 (h)5.03
ECTS Credit of the Course5
Language of InstructionTurkish
Work Placement(s)No

Programme Qualifications / Learning Outcomes

LO1 LO2 LO3 LO4 LO5 LO6
K1 X X
K2 X X
K3 X X
K4
K5 X X X X X
K6
K7
K8
K9 X
K10
K11
K12 X X
K13 X