| Course Type | Elective Course |
|---|
| Course Level | Master's Degree Without Thesis |
|---|
| Year of Study | - |
|---|
| Semester | - |
|---|
| ECTS | 10 |
|---|
| Name of Lecturer(s) |
- |
| Learning Outcomes |
At the end of this course, the students;
- To recognize the importance of branding.
- To understand the brand value creation process.
- To explore the importance of branding in strategic management.
|
| Mode of Delivery | Face to face |
|---|
| Prerequisites | No |
|---|
| Recommended Optional Programme Components | MKTZ 501 |
|---|
| Course Description | In this course, brand perception on the consumer side, definition of brand, ways of managing brand accurately, explaining the ways of creating brand value, presenting the ways of brand value measurement and specifying the role of brand in the frame of integrated marketing strategies will be examined. |
|---|
| Course Contents |
| WEEK |
TOPICS |
|
1st Week |
Brand and Brand Management |
|
2nd Week |
Consumer-Oriented Brand Value |
|
3rd Week |
Choosing Branding Elements in Creating Brand Value |
|
4th Week |
Marketing Programme Design in Creating Brand Value |
|
5th Week |
Integrated Marketing Communication Integration in Creating Brand Value |
|
6th Week |
Developing Brand Value Measurement and Managing Systems |
|
7th Week |
Measuring Brand Value Resource and Output |
|
8th Week |
Mid-term examination |
|
9th Week |
Design and Implementation of Branding Strategies |
|
10th Week |
New Products' Launching, Naming and Brand Extention |
|
11th Week |
Brand Management in Future, Geographic Boundaries and Market Segments |
|
12th Week |
Brand Management in Future, Geographic Boundaries and Market Segments |
|
13th Week |
Project presentations |
|
14th Week |
Project presentations |
|
15th Week |
General Review |
|
| Recommended or Required Reading | Kevin Lane Keller, Strategic Brand Management, 2008, 3. Edition. |
|---|
| Planned Learning Activities and Teaching Methods |
|
|---|
| Assessment Methods and Criteria |
|
Quantity |
Percentage (%) |
| Mid-term |
1 |
30 |
| Project |
1 |
30 |
| Presentation of Article |
1 |
15 |
| Total(%) |
|
75 |
| Contribution of In-term Studies to Overall Grade(%) |
|
75 |
| Contribution of Final Examination to Overall Grade(%) |
|
25 |
| Total(%) |
|
100 |
|
| ECTS Allocated Based on Student Workload |
| Activities |
Quantity |
Duration (Hour) |
Total Workload (Hour) |
| Midterm exam |
1 |
2 |
2 |
| Preparation for Quiz |
|
|
|
| Individual or group work |
1 |
70 |
70 |
| Preparation for Final exam |
1 |
40 |
40 |
| Course hours |
14 |
3 |
42 |
| Preparation for Midterm exam |
1 |
40 |
40 |
| Laboratory (including preparation) |
|
|
|
| Final exam |
1 |
2 |
2 |
| Homework |
1 |
100 |
100 |
| Total Work Load | 296 |
| Total Work Load / 30 (h) | 9.86 |
| ECTS Credit of the Course | 10 |
|
| Language of Instruction | Turkish |
|---|
| Work Placement(s) | No |
|---|
