| 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 proces and the factors affecting this process will be examined and discussed based on examples. Students will also prepare a brand management plan. |
| Related Sustainable Development Goals | |
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| Core Courses | |
| Major Area Courses | X | |
| 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 and Evaluation of the course | |
| 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 |
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| 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 solve problems with an analytical and holistic viewpoint in the field of business administration. | |||||
| 2 | To be able to present the findings and solutions to the business problems in written and oral formats. | |||||
| 3 | To be able to interpret the application of business and economic concepts, and philosophies at the national and international levels. | X | ||||
| 4 | To be able to use innovative and creative approach for real-life business situations. | X | ||||
| 5 | To be able to demonstrate leadership skills in different business situations. | |||||
| 6 | To be able to interpret the reflections of new technologies and softwares to business dynamics. | |||||
| 7 | To be able to integrate knowledge gained in the five areas of business administration (marketing, production, management, accounting, and finance) through a strategic perspective. | X | ||||
| 8 | To be able to act in accordance with the scientific and ethical values in studies related to business administration. | |||||
| 9 | To be able to work efficiently and effectively as a team member. | |||||
| 10 | To be able to have an ethical perspective and social responsiveness when making and evaluating business decisions. | |||||
| 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
