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 Lowest, 2 Low, 3 Average, 4 High, 5 Highest