Hospitality Management International Joint Master's Program with Thesis
HMAN503
MANAGING HUMAN-DIGITAL RELATIONSHIPS AND BRAND VALUE
Course Code
HMAN503
Semester
First Term (Fall)
Theory+Practice
2 + 0
ECTS
2
Course Type
Compulsory Course
Course Level
Master's Degree With Thesis
Year of Study
1
Semester
First Term (Fall)
ECTS
2
Name of Lecturer(s)
-
Learning Outcomes
At the end of this course, the students;
Analyze the effects of technology on human behaviors and their implications for brand management.
Learns how digital transformation and technological innovations influence brand strategies.
Adopt ethical and social responsibility principles in brand equity management.
Mode of Delivery
Face to face
Prerequisites
No
Recommended Optional Programme Components
None
Course Description
The Human-Technology Interaction and Brand Equity Management course explores the impacts of technology on human behavior, analyzing how individuals' interactions with technology influence their decision-making and consumer behaviors. The course highlights the role of digitalization and technological innovations in shaping brand equity strategies.
Course Contents
WEEK
TOPICS
1st Week
Foundations of human-technology interaction
2nd Week
Behavioral economics and digital technology
3rd Week
Concept and components of brand equity
4th Week
Technology-driven consumer behaviors
5th Week
Impact of digital transformation on brand strategies
6th Week
Data and algorithms in brand management
7th Week
Brand loyalty and technology
8th Week
Midterm
9th Week
Social media and brand perception
10th Week
AI, robotics, and consumer interaction
11th Week
Ethics and privacy issues in brand responsibility
12th Week
Digital crisis management and brand image
13th Week
Brand innovation through technology
14th Week
General review
Recommended or Required Reading
Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving from Traditional to Digital. New Jersey: Wiley.
Planned Learning Activities and Teaching Methods
Lecture
Discussion
Questions/Answers
Case Study
Assessment Methods and Criteria
Quantity
Percentage (%)
Mid-term
1
30
Presentation of Case Study
1
10
Total(%)
40
Contribution of In-term Studies to Overall Grade(%)
40
Contribution of Final Examination to Overall Grade(%)
