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- Program Outcomes
- Course & Program Outcomes Matrix
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- Course Structure Diagram with Credits
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COURSE INTRODUCTION AND APPLICATION INFORMATION
dba.ieu.edu.tr
| Course Name | |
| Code | Semester | Theory (hour/week) | Application/Lab (hour/week) | Local Credits | ECTS |
|---|---|---|---|---|---|
| Fall/Spring |
| Prerequisites | None | |||||
| Course Language | ||||||
| Course Type | Elective | |||||
| Course Level | - | |||||
| Mode of Delivery | - | |||||
| Teaching Methods and Techniques of the Course | ||||||
| Course Coordinator | ||||||
| Course Lecturer(s) | ||||||
| Assistant(s) | ||||||
| Course Objectives | |
| Learning Outcomes | The students who succeeded in this course;
|
| Course Description |
|
| Core Courses | |
| Major Area Courses | X | |
| Supportive Courses | ||
| Media and Managment Skills Courses | ||
| Transferable Skill Courses |
WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES
| Week | Subjects | Required Materials |
| 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 | Strategy Building: Brand Building Tookit | |
| 9 | Midterm | |
| 10 | Brand Identity | |
| 11 | Emerging Concepts in Branding | |
| 12 | Presentations | |
| 13 | Presentations | |
| 14 | Presentations | |
| 15 | Presentations | |
| 16 | Review of the Semester |
| Course Notes/Textbooks | Above stated book chapters and Powerpoint presentations |
| Suggested Readings/Materials | 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 Activities | Number | Weigthing |
| Participation | 10 | |
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments | 2 | 20 |
| Presentation / Jury | ||
| Project | 1 | 35 |
| Seminar / Workshop | ||
| Oral Exam | ||
| Midterm | 1 | 35 |
| Final Exam | ||
| Total |
| Weighting of Semester Activities on the Final Grade | 4 | 100 |
| Weighting of End-of-Semester Activities on the Final Grade | ||
| Total |
ECTS / WORKLOAD TABLE
| 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 | 16 | 1 | |
| Field Work | |||
| Quizzes / Studio Critiques | |||
| Portfolio | |||
| Homework / Assignments | 2 | 10 | |
| Presentation / Jury | |||
| Project | 1 | 15 | |
| Seminar / Workshop | |||
| Oral Exam | |||
| Midterms | 1 | 7 | |
| Final Exams | |||
| Total | 106 |
COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP
| # | Program Competencies/Outcomes | * Contribution Level | ||||
1 | 2 | 3 | 4 | 5 | ||
| 1 | To solve problems, to have analytical and holistic viewpoint and to develop strategic thinking as a principle in the field of business administration | X | ||||
| 2 | To evaluate It is aimed to graduate students whom are able to critique what they have already learn in the field of management, adopting life long learning and continuously developing themselves | X | ||||
| 3 | It is aimed to graduate students whom are able to transfer their academic knowledge to organizational level and capable of expressing themselves regarding organizational problems both oral and written | X | ||||
| 4 | The students are required to understand the concepts and ideas of business in both national and multinational settings and practice cross disciplinary and comparative analysis | X | ||||
| 5 | It is required to know and practice the quality and productivity principles of business life | X | ||||
| 6 | Act and think with an innovative motive and able to apply the academic knowledge gain during new and unconventional occasions | X | ||||
| 7 | Acquiring leadership qualifications and applying them successfully | X | ||||
| 8 | Working efficiently and effectively, learning how to be a team member, taking responsibilities, being open minded, constructive, vulnerable to criticism and having self confidence | X | ||||
| 9 | It is required to know the regional economic aspects and transfer the academic knowledge to real life with both national and international thinking | X | ||||
| 10 | To know and apply the realities of business ethics and act according to social, scientific and ethical values under any circumstances such as data collection, evaluation, announcing and practicing | X | ||||
| 11 | Able to use a foreign language as fluent as possible for both chasing the scientific publication and developing proper communication with colleagues from other countries, (“European Language Portfolio Global Scale”, Level B1) | X | ||||
| 12 | Intermediate in both written and spoken of a second foreign language | |||||
| 13 | Able to use computer programs and technology to an adequate level required by business practices. | X | ||||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest