COURSE INTRODUCTION AND APPLICATION INFORMATION


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
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;
  • Explain core concepts of brand management.
  • Explain the factor that will increase the success of brand management.
  • Evaluate the brand management process of a person/product.
  • Evaluate the impacts of global business world on brand management.
Course Content This course deals with issues about brand and brand management. Brand management proces and the factors affecting this process will be examined and discussed based on examples. Students will also prepare a brand management plan.

 



Course Category

Core Courses
Major Area Courses
Supportive Courses
Media and Managment Skills Courses
Transferable Skill Courses

 

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week Subjects Related Preparation
1 Introduction to the course and review of the syllabus
2 Basics of Marketing; Historical Development of Marketing; Value Concept and Transaction of Value; Products in Contemporary Marketing
3 Market Analysis Segmentation, Targeting and Positioning The Marketing Mix: 4Ps of Marketing Product, Price, Place and Promotion Strategies A Communication Perspective Brand Positioning and Value Kevin Lane Keller, Strategic Brand Management, (PrenticeHall): 1 45.
4 Brands and Brand Management: Why do we study it? Kevin Lane Keller, Strategic Brand Management, (PrenticeHall): 47 91.
5 The Role of Brands Branding Concepts: Brand Awareness (Recognition and Recall), Brand Identity and Brand Image, Brand Personality, Brand Judgments, Brand Loyalty Kevin Lane Keller, Strategic Brand Management, (PrenticeHall): 97 137.
6 Brand Equity; Marketing Programs for Brand Equity Kevin Lane Keller, Strategic Brand Management, (PrenticeHall): 139 181.
7 Choosing Brand Elements; Other Branding Concepts Kevin Lane Keller, Strategic Brand Management, (PrenticeHall): 184 225.
8 Midterm
9 Overall Brand Kit
10 Presentations
11 Presentations
12 Presentations
13 Presentations
14 Presentations
15 Review of the Semester  
16 Review of the Semester  
Course Textbooks Above stated book chapters and Powerpoint presentations
References Rik Riezebos, Brand Management- A Theoretical and Practical Approach, (Pearson Education, Prentice Hall, 2003). Kevin Keller, Best Practice Cases in Branding, (Prentice Hall, 2007). David A. Aaker, Building Strong Brands, (The Free Press, 1996). Scott M. Davis, Michael Dunn, Building the Brand-Driven Business, (Jossey-Bass, 2002). Matt Haig, Brand Failures: The Truth about the 100 Biggest Branding Mistakes of All Time, (Kogan Page, 2003). Rita Clifton, John Simmons, Sameena Ahmad, and The Economist, Brands and Branding (The Economist Series), (Bloomberg Press, 2004). Güven Borça, Bu Topraklardan Dünya Markası Çıkar mı?, (Mediacat Kitapları, 2002). Ferruh Uztuğ, Markan Kadar Konuş – Marka İletişimi Stratejileri, (Mediacat Kitapları, 2008).

 

EVALUATION SYSTEM

Semester Requirements Number Percentage
Participation
10
Laboratory / Application
Field Work
Quizzes / Studio Critiques
1
30
Homework / Assignments
-
Presentation / Jury
Project
1
30
Seminar / Workshop
Midterms / Oral Exams
1
30
Final / Oral Exam
Total

Contribution of Semester Work to Final Grade
4
100
Contribution of Final Work to Final Grade
Total

ECTS / WORKLOAD TABLE

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
16
1
Field Work
Quizzes / Studio Critiques
1
15
Homework / Assignments
-
Presentation / Jury
Project
1
20
Seminar / Workshop
Midterms / Oral Exams
1
7
Final / Oral Exam
    Total
106

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

#
Program Qualifications / Outcomes
* Level of Contribution
1
2
3
4
5

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