| Course Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits | | İŞL310.8B2 | Strategic Brand Management | Elective | 3 | 6 | 4 |
|
| Level of Course Unit |
| First Cycle |
| Objectives of the Course |
| Based on the fundamental aim of build the generic background necessary for theoretically developing and practicing brand management strategies and brand equity concept and the process in which this concept can be established, measured and managed and also establish familiarity with the theories and practical applications in each step of strategic brand management process for the aim of to getting skills in evaluating and decision making in this area. |
| Name of Lecturer(s) |
| Doç. Dr. Yusuf BİLGİN |
| Learning Outcomes |
| 1 | Build the generic background necessary for theoretically developing and practicing brand management strategies | | 2 | Apply knowledge regarding brand equity concept and the process in which this concept can be established, measured and managed | | 3 | Explain the theories and practical applications in each step of strategic brand management process for the aim of to getting skills in evaluating and decision making in this area. |
|
| Mode of Delivery |
| Normal Education |
| Prerequisites and co-requisities |
| None |
| Recommended Optional Programme Components |
| None |
| Course Contents |
| Brands and brand management, customer-based brand equity, brand performance, managing brand |
| Weekly Detailed Course Contents |
|
| 1 | Brands and brand management | | | | 2 | Customer-based brand equity | | | | 3 | Brand positioning abd values | | | | 4 | Choosing brand elements to build brand equity | | | | 5 | Designing marketing programs to build brand equity | | | | 6 | Integrating marketing communications to build brand equity | | | | 7 | Leveraging secondary brand knowledge to build brand equity | | | | 8 | Measuring and interpreting brand performance | | | | 9 | Mid-Term Exam | | | | 10 | Designing and implementing brand performance | | | | 11 | Introducing and naming new products and brand extensions | | | | 12 | brand performance over time | | | | 13 | Managing brand over geographic boundaries and market segments | | | | 14 | General review | | | | 15 | General review | | | | 16 | Final exam | | |
|
| Recommended or Required Reading |
| Keller, K.L., 2002, Strategic Brand Management, Printice Hall.
Aaker, D. , 1998, Building Strong Brands, Free Press. |
| Planned Learning Activities and Teaching Methods |
|
| Assessment Methods and Criteria | |
| Midterm Examination | 1 | 100 | | SUM | 100 | |
| Final Examination | 1 | 100 | | SUM | 100 | | Term (or Year) Learning Activities | 40 | | End Of Term (or Year) Learning Activities | 60 | | SUM | 100 |
| | Language of Instruction | | Turkish | | Work Placement(s) | | None |
|
| Workload Calculation |
|
| Midterm Examination | 1 | 1 | 1 |
| Final Examination | 1 | 1 | 1 |
| Attending Lectures | 14 | 4 | 56 |
| Individual Study for Mid term Examination | 1 | 16 | 16 |
| Individual Study for Final Examination | 1 | 18 | 18 |
| Homework | 14 | 2 | 28 |
|
| Contribution of Learning Outcomes to Programme Outcomes |
| LO1 | 3 | 4 | 3 | 1 | 3 | 3 | 2 | 4 | 3 | 3 | | LO2 | 3 | 2 | 4 | 4 | 3 | 2 | 2 | 4 | 3 | 4 | | LO3 | 1 | 3 | 1 | 3 | 2 | 5 | 2 | 3 | 2 | 2 |
|
| * Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |
 |
| |