Graduate Education Institute · Business Administration · Doctorate
Course Objective
The course’s aims are to: - Provide an understanding of the meanings of brand in alternative ways. - Provide the appropriate concepts, theories and techniques related to the important issues in brand management operations. - Enhance students’ ability to apply creative and critical strategies and tactics involved in developing, positioning, leveraging, managing a brand, and measuring its value.
Course Content
Basic concepts and definitions related to brands and brand management; brand value concept; brand positioning; selection of brand components to create brand value; design of marketing programs to create brand value; integrated marketing communication to create brand value; brand value measurement and evaluation systems; design and implementation of brand strategies; brand extensions; sustainability in brand management: management of brands over time; global management of brands; organizational and managerial issues in brand management.
Required Resources
İslamoğlu , A.H. ve Fırat, D. Stratejik Marka Yönetimi, Beta Basım Yayın, (2011).
Recommended Resources
Keller Kevin Lane, (2008), Strategic Brand Management, Pearson. TİLDE Heding, Charlotte F. Knutdzer,Mogens Bijerre, (2009) Brand Management: Research, theory and practice, Routledge. David, A. A. (1996), Building Strong Brands, The Free Press. Işıl Karpat Aktuğlu (2004), Marka Yönetimi, İletişim Yayınları. Aslı Yüksel, Ülkü Yüksel (2009) Marka Yönetimi ve Marka Değerinin Ölçülmesi, Beta Yayınları. Serkan Kılıç ve Hakan Altıntaş (2010), Özel Markaların Pazarlama Stratejileri, Sistem Yayıncılık
Course Learning Outcomes
- Define the concept of brand and understand the importance of branding in terms of manufacturers, consumers and retailers.
- Identify brand image, brand personality, brand loyalty and brand awareness and give examples from practice
- Define the concept of brand value and have information about the measurement of brand value.
- Gains knowledge of branding strategies applied by enterprises and gives examples from application.
Core Area Distribution
Teaching Methods
Assessment & Evaluation
ECTS / Workload
| Activity | Quantity | Duration (h) | Total Workload |
|---|---|---|---|
| Course Duration (Including Exam Week) | 16 | 3 | 48 |
| Out of Class Study Period | 16 | 3 | 48 |
| Midterm | 1 | 20 | 20 |
| Quiz | 0 | 0 | 0 |
| Assignment | 0 | 0 | 0 |
| Practice | 1 | 30 | 30 |
| Final | 1 | 30 | 30 |
Course Schedule
| Week | Subject | Preparation |
|---|---|---|
| 1 | Basic Concepts About Marketing | The relevant section shared in the Campus Information System |
| 2 | Product Decisions | The relevant section shared in the Campus Information System |
| 3 | Brand Management | The relevant section shared in the Campus Information System |
| 4 | Brand Awareness, Brand Image, Brand Personality, Brand Associations | The relevant section shared in the Campus Information System |
| 5 | Brand Positioning | The relevant section shared in the Campus Information System |
| 6 | Brand Value and Measurement | The relevant section shared in the Campus Information System |
| 7 | Competitive Brand Strategies | The relevant section shared in the Campus Information System |
| 8 | Ara Sınav | Ara Sınav |
| 9 | Competitive Brand Strategies | The relevant section shared in the Campus Information System |
| 10 | Brand Extensions | The relevant section shared in the Campus Information System |
| 11 | Integrated Marketing Communication and Brand Management | The relevant section shared in the Campus Information System |
| 12 | Customer Relationship Management and Brand Strategies | The relevant section shared in the Campus Information System |
| 13 | Retailer Branding Marketing Strategies | The relevant section shared in the Campus Information System |
| 14 | Case studies | The relevant section shared in the Campus Information System |
| 15 | Review | Review |
| 16 | Final Sınavı | Final Sınavı |