Graduate Education Institute · Business Administration · Master
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.
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 |