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
General Review
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(%)
