Course Name | Brand Management |
Code | Semester | Theory (hour/week) | Application/Lab (hour/week) | Local Credits | ECTS |
---|---|---|---|---|---|
BA 324 | Fall/Spring | 3 | 0 | 3 | 6 |
Prerequisites | None | |||||
Course Language | English | |||||
Course Type | Elective | |||||
Course Level | First Cycle | |||||
Mode of Delivery | - | |||||
Teaching Methods and Techniques of the Course | ||||||
Course Coordinator | ||||||
Course Lecturer(s) | ||||||
Assistant(s) | - |
Course Objectives | To understand brands, branding and brand equity, to develop appropriate brand messages and media strategies, and to learn branding is an interactive process requiring consistent and enduring marketing communication. |
Learning Outcomes | The students who succeeded in this course;
|
Course Description | This course deals with issues about brand and brand management. Brand management process and the factors affecting this process will be examined and discussed based on examples. Students will also work on a competitive brand management simulation game and conduct a semi-structured brand audit. |
Related Sustainable Development Goals |
| Core Courses | |
Major Area Courses | ||
Supportive Courses | ||
Media and Managment Skills Courses | ||
Transferable Skill Courses |
Week | Subjects | Required Materials |
1 | Introduction to the Course | |
2 | Importance of Brands and Review of Marketing Concepts | |
3 | Brands and Brand Management | |
4 | Customer-Based Brand Equity and Brand Positioning | |
5 | Brand Resonance and the Brand Value Chain- Choosing Brand Elements to Build Brand Equity | |
6 | Designing Marketing Programs to Build Brand Equity Integrating Marketing Communications to Build Brand Equity | |
7 | Simulation Preparation and Review of Key Metrics | |
8 | Quiz on Pre-reading MARCADE SIMULATION-1 | |
9 | MARCADE SIMULATION-2 | |
10 | Assessment of Simulation Discussion on Strategies | |
11 | Case Study Exercise | |
12 | Midterm | |
13 | Project Presentations | |
14 | Project Presentations | |
15 | Review of the Semester | |
16 | Review of the Semester |
Course Notes/Textbooks | Kevin Lane Keller, Strategic Brand Management, (PrenticeHall) 4th. edition ISBN 13:978-0-273-77941-4 ISBN 10: 0-273-77941-9 |
Suggested Readings/Materials | MARCADE Conquer the Market- A Competitive Online Simulation Game http://marcade.games/en/marcade-official/#whatisit |
Semester Activities | Number | Weigthing |
Participation | ||
Laboratory / Application | 1 | 20 |
Field Work | ||
Quizzes / Studio Critiques | 1 | 10 |
Portfolio | ||
Homework / Assignments | 1 | 5 |
Presentation / Jury | ||
Project | 1 | 30 |
Seminar / Workshop | ||
Oral Exam | ||
Midterm | 1 | 35 |
Final Exam | ||
Total |
Weighting of Semester Activities on the Final Grade | 5 | 100 |
Weighting of End-of-Semester Activities on the Final Grade | ||
Total |
Semester Activities | Number | Duration (Hours) | Workload |
---|---|---|---|
Course Hours (Including exam week: 16 x total hours) | 16 | 3 | 48 |
Laboratory / Application Hours (Including exam week: 16 x total hours) | 16 | ||
Study Hours Out of Class | 14 | 2 | 28 |
Field Work | |||
Quizzes / Studio Critiques | 1 | 15 | |
Portfolio | |||
Homework / Assignments | 1 | 5 | |
Presentation / Jury | |||
Project | 1 | 37 | |
Seminar / Workshop | |||
Oral Exam | |||
Midterms | 1 | 35 | |
Final Exams | |||
Total | 168 |
# | Program Competencies/Outcomes | * Contribution Level | ||||
1 | 2 | 3 | 4 | 5 | ||
1 | To be able to acquire theoretical and practical knowledge and skills in the area. | X | ||||
2 | To be able to approach problems with an analytical and holistic viewpoint. | |||||
3 | To be able to gain knowledge about both national and international accounting and auditing standards. | |||||
4 | To be able to communicate the findings and solutions to the accounting and auditing problems in written and oral formats. | |||||
5 | To be able to critically evaluate the performance of accounting and other related management information systems, and organizations. | |||||
6 | To be able to develop innovative and creative approach to real-life business issues. | X | ||||
7 | To be able to integrate knowledge gained in the main areas of accounting and auditing through a strategic perspective. | |||||
8 | To be able to act in accordance with the scientific and ethical values in studies related to accounting and auditing. | |||||
9 | To be able to demonstrate both leadership and team-work skills through being an efficient and effective team member. | |||||
10 | To be able to have an ethical perspective and social responsiveness when evaluating and making business decisions. | X | ||||
11 | To be able to collect data in the area of business administration and communicate with colleagues in a foreign language ("European Language Portfolio Global Scale", Level B1). | |||||
12 | To be able to speak a second foreign at a medium level of fluency efficiently. | |||||
13 | To be able to relate the knowledge accumulated throughout the human history to their field of expertise. |
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest