| Course Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits | | İŞ159 | Stratejik Marka Yönetimi | Elective | 1 | 1 | 6 |
|
| Level of Course Unit |
| Second Cycle |
| Objectives of the Course |
| The aim of this course is to emphasize the importance of using the brand as a strategic tool in companies; to teach the importance and process of strategic brand management; In this context, students, consumer and marketing managers from the point of view, theoretical and practical development of the ability to analyze the subject in depth. |
| Name of Lecturer(s) |
| Dr. Öğr. Üyesi Bilal ÇELİK |
| Learning Outcomes |
| 1 | define brand development stages | | 2 | learn brand identity and sub-dimensions | | 3 | Explain brand loyalty and the importance for firm | | 4 | explain, measure and analyze the sub-dimensions of brand capital | | 5 | discuss brand strategies |
|
| Mode of Delivery |
| Normal Education |
| Prerequisites and co-requisities |
| none |
| Recommended Optional Programme Components |
| none |
| Course Contents |
| Strategic Brand management; Customer-based brand capital; Brand positioning; Brand Identity, Measurement of brand capital resources; Designing and implementing brand strategy |
| Weekly Detailed Course Contents |
|
| 1 | concept of brand | | | | 2 | brand management | | | | 3 | Customer-based brand value | | | | 4 | Brand positioning | | | | 5 | Value creation through brand | | | | 6 | midterm exam | | | | 7 | Selection of brand elements in brand capital formation | | | | 8 |
Creation of marketing programs to create brand capital | | | | 9 | Brand capital measurement | | | | 10 | Brand identity, brand personality, brand image concepts and dimensions | | | | 11 | Creating and implementing brand strategy | | | | 12 | Brand management time | | | | 13 | Brand management in different geographical regions and borders | | | | 14 | final exam | | |
|
| Recommended or Required Reading |
| Kevin Lane Keller, Strategic Brand Management: International Edition, PrenticeHall ,2/E, 2003 |
| 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 |
| Self Study | 14 | 4 | 56 |
| Individual Study for Mid term Examination | 1 | 25 | 25 |
| Individual Study for Final Examination | 1 | 30 | 30 |
|
| Contribution of Learning Outcomes to Programme Outcomes |
| LO1 | 3 | 3 | 3 | 4 | 4 | 4 | | LO2 | 1 | 1 | 2 | 3 | 3 | 2 | | LO3 | 2 | 3 | 2 | 2 | 3 | 2 | | LO4 | 2 | 2 | 2 | 3 | 1 | 3 | | LO5 | 2 | 2 | 2 | 2 | 2 | 2 |
|
| * Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |
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