| Course Type | Elective Course |
|---|
| Course Level | Associate Degree |
|---|
| Year of Study | - |
|---|
| Semester | - |
|---|
| ECTS | 5 |
|---|
| Name of Lecturer(s) |
- |
| Learning Outcomes |
At the end of this course, the students;
- You realize the importance of the brand
- The process of brand value creation
- Discover the importance of brand in strategic management
- Knows the elements of branding and consumer behaviour and new media
|
| Mode of Delivery | Face to face |
|---|
| Prerequisites | No |
|---|
| Recommended Optional Programme Components | No |
|---|
| Course Description | Strategic brand management is to define the brand for the desired goal and to deliver and develop the brand to the target audience, rather than just defining a name and visual designs. In this context, it is aimed for our students to gain sufficient knowledge about brand and brand management. |
|---|
| Course Contents |
| WEEK |
TOPICS |
|
1st Week |
Introducing the course, brand and brand management |
|
2nd Week |
Creating customer-based brand equity |
|
3rd Week |
Selection of brand features in creating brand equity |
|
4th Week |
Marketing program design in creating brand equity |
|
5th Week |
Integrated marketing communications integration in brand equity creation |
|
6th Week |
Development of brand equity measurement and management system |
|
7th Week |
Measuring brand equity and output |
|
8th Week |
Midterm Exam |
|
9th Week |
Design and implementation of branding strategies |
|
10th Week |
Introduction, branding and brand expansion of new products |
|
11th Week |
Brand management in time, brand management in geographical boundaries and market segments |
|
12th Week |
Branding and Consumer Behavior |
|
13th Week |
Branding and New Media |
|
14th Week |
Project Presentations |
|
| Recommended or Required Reading | 1.Kevin Lane Keller, Strategic Brand Management, 2019, 4. Edition.(Çeviri Editörü: Doç. Dr. Aykan Candemir; Stratejik Marka Yönetimi, 2019. Nobel Akademik Yayıncılık.
2.Ahmet Hamdi İslamoğlu ve Duygu Fırat. Stratejik Marka Yönetimi. Beta Yayınları (Ders Kitabı)
3.Nurhan Babür Tosun. Marka Yönetimi. Beta Yayınları |
|---|
| Planned Learning Activities and Teaching Methods |
- Lecture
- Discussion
- Questions/Answers
- Problem Solving
- Presentation
|
|---|
| Assessment Methods and Criteria |
|
Quantity |
Percentage (%) |
| Mid-term |
1 |
40 |
| Total(%) |
|
40 |
| Contribution of In-term Studies to Overall Grade(%) |
|
40 |
| Contribution of Final Examination to Overall Grade(%) |
|
60 |
| Total(%) |
|
100 |
|
| ECTS Allocated Based on Student Workload |
| Activities |
Quantity |
Duration (Hour) |
Total Workload (Hour) |
| Midterm exam |
1 |
1 |
1 |
| Preparation for Quiz |
|
|
|
| Individual or group work |
14 |
3 |
42 |
| Preparation for Final exam |
14 |
3 |
42 |
| Course hours |
14 |
3 |
42 |
| Preparation for Midterm exam |
7 |
3 |
21 |
| Laboratory (including preparation) |
|
|
|
| Final exam |
1 |
1 |
1 |
| Homework |
|
|
|
| Total Work Load | 149 |
| Total Work Load / 30 (h) | 4.96 |
| ECTS Credit of the Course | 5 |
|
| Language of Instruction | Turkish |
|---|
| Work Placement(s) | No |
|---|
