Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| BRAND MANAGEMENT and IMAGE | - | Fall Semester | 3+0 | 3 | 6 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | Second Cycle (Master's Degree) |
| Course Type | Elective |
| Course Coordinator | Prof.Dr. Ayşen AKYÜZ |
| Name of Lecturer(s) | Prof.Dr. Ayşen AKYÜZ |
| Assistant(s) | |
| Aim | In today's business environment where the competition has increased significantly, the brand appears as one of the most valuable assets that a company has. In this course it is aimed to transfer the knowledge required to manage the "brand" in the most appropriate way for the organizations. It is aimed to relay to the students the concepts of brand, brand creation process, brand management strategies and brand equity improvement techniques that have are essential to managers and executives in all sectors. |
| Course Content | This course contains; Marketing, product and brand concepts,Brand types, historical development of brand,Organization strategy, target markets and role of brand,Brand management process,Creating brand loyalty, brand equity and measurement,Brand personality, brand image and brand positioning,Creating a new brand,Brand architecture and brand extensions,Branding in global markets,Corporate identity and corporate branding,New marketing approaches in brand communication,Case study,Student Presentations -1,Student Presentations -2 . |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 1. Explain the differences between a product and a brand 2. Explain the concept of brand, its components and importance for businesses, 3. Establish relationships between target market expectations, brand identity, brand personality, brand image and brand value proposition 4. Develop the practical skills to apply the concepts of brand value, brand loyalty and to real life situations 5. Identify marketing communications and promotion strategies to be used in the brand creation and brand management processes 6. Use contemprary marketing practices (social, viral, guerrilla, etc.) in brand development and communication stages 7. Explain corporate branding and the role of the brand in establishing a corporate identity. 8. Take precautions and acts accordingly to legally protect the brand 9. Analyze the factors that affect the success of the brand in global markets and determine appropriate strategies. | 10, 13, 14, 9 | A, E |
| Teaching Methods: | 10: Discussion Method, 13: Case Study Method, 14: Self Study Method, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, E: Homework |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Marketing, product and brand concepts | |
| 2 | Brand types, historical development of brand | |
| 3 | Organization strategy, target markets and role of brand | |
| 4 | Brand management process | |
| 5 | Creating brand loyalty, brand equity and measurement | |
| 6 | Brand personality, brand image and brand positioning | |
| 7 | Creating a new brand | |
| 8 | Brand architecture and brand extensions | |
| 9 | Branding in global markets | |
| 10 | Corporate identity and corporate branding | |
| 11 | New marketing approaches in brand communication | |
| 12 | Case study | |
| 13 | Student Presentations -1 | |
| 14 | Student Presentations -2 |
| Resources |
| A.Hamdi İslamoğlu, Duygu Fırat, 2016, “Stratejik Marka Yönetimi”, Beta Yayınları |
| Kevin Lane Keller, “Strategic Brand Management”, 2013, Pearson Education |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Knows the basic concepts and theoretical grounds related to the field. | ||||||
| 2 | Determines the facts related to Marketing Communications including Advertising and analyzes these facts with various dimensions. | ||||||
| 3 | Takes place in companies’ decision making mechanism using his/her expertise; determines problems and offers solutions. | ||||||
| 4 | Performs analysis for corporations and devises plans in order to cater the needs of the corporations. | ||||||
| 5 | Obtains theoretical and practical knowledge in the field of Marketing and Advertising and uses this knowledge. | ||||||
| 6 | Observes the theoretical and factual problems with scientific methods related to Marketing Communications and Advertising; analyzes the findings and presents them in scientific publications. | ||||||
| 7 | Takes responsibility when necessary in the field related projects and proposes solutions to emerging problems. | ||||||
| 8 | Takes place as a member in a project-based teamwork; leads projects and plans events. | ||||||
| 9 | Takes responsibility and produces solutions for complex problems encountered in the field of Marketing Communications and advertising. | ||||||
| 10 | Has a high awareness towards lifelong learning. Follows the developments, innovations, opinions, methods and techniques regularly and uses them efficiently. | ||||||
| 11 | Explains his/her own work or current information to people in the field of Marketing Communication and advertising or to people outside the field, both verbally and in writing. | ||||||
| 12 | Uses Turkish language fluently and accurately in scientific and professional works. | ||||||
| 13 | Uses information and communication technologies at an advanced level when required by the field. | ||||||
| 14 | Examines social relations and the norms that guide these relations from a critical perspective and, if necessary, changes or improves them. . | ||||||
| 15 | Utilizes new communication technologies efficiently in professional and scientific works and follows the developments in new communication technologies regularly. | ||||||
| 16 | Plans social responsibility events and takes a role in implementation process. | ||||||
| 17 | Develops and implements strategies in the field of Marketing Communication and advertising and evaluates the results within the framework of quality processes. | ||||||
| 18 | Uses the knowledge and application skills acquired in Marketing communications and advertising field in interdisciplinary studies. | ||||||
| 19 | Collects, applies and interprets data related to the field, taking into account social, scientific, cultural and ethical values. | ||||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 50 | |
| Rate of Final Exam to Success | 50 | |
| Total | 100 | |
| ECTS / Workload Table | ||||||
| Activities | Number of | Duration(Hour) | Total Workload(Hour) | |||
| Course Hours | 14 | 3 | 42 | |||
| Guided Problem Solving | 0 | 0 | 0 | |||
| Resolution of Homework Problems and Submission as a Report | 1 | 24 | 24 | |||
| Term Project | 1 | 72 | 72 | |||
| Presentation of Project / Seminar | 1 | 12 | 12 | |||
| Quiz | 0 | 0 | 0 | |||
| Midterm Exam | 0 | 0 | 0 | |||
| General Exam | 1 | 20 | 20 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Total Workload(Hour) | 170 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(170/30) | 6 | |||||
| ECTS of the course: 30 hours of work is counted as 1 ECTS credit. | ||||||
Detail Informations of the Course
Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| BRAND MANAGEMENT and IMAGE | - | Fall Semester | 3+0 | 3 | 6 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | Second Cycle (Master's Degree) |
| Course Type | Elective |
| Course Coordinator | Prof.Dr. Ayşen AKYÜZ |
| Name of Lecturer(s) | Prof.Dr. Ayşen AKYÜZ |
| Assistant(s) | |
| Aim | In today's business environment where the competition has increased significantly, the brand appears as one of the most valuable assets that a company has. In this course it is aimed to transfer the knowledge required to manage the "brand" in the most appropriate way for the organizations. It is aimed to relay to the students the concepts of brand, brand creation process, brand management strategies and brand equity improvement techniques that have are essential to managers and executives in all sectors. |
| Course Content | This course contains; Marketing, product and brand concepts,Brand types, historical development of brand,Organization strategy, target markets and role of brand,Brand management process,Creating brand loyalty, brand equity and measurement,Brand personality, brand image and brand positioning,Creating a new brand,Brand architecture and brand extensions,Branding in global markets,Corporate identity and corporate branding,New marketing approaches in brand communication,Case study,Student Presentations -1,Student Presentations -2 . |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 1. Explain the differences between a product and a brand 2. Explain the concept of brand, its components and importance for businesses, 3. Establish relationships between target market expectations, brand identity, brand personality, brand image and brand value proposition 4. Develop the practical skills to apply the concepts of brand value, brand loyalty and to real life situations 5. Identify marketing communications and promotion strategies to be used in the brand creation and brand management processes 6. Use contemprary marketing practices (social, viral, guerrilla, etc.) in brand development and communication stages 7. Explain corporate branding and the role of the brand in establishing a corporate identity. 8. Take precautions and acts accordingly to legally protect the brand 9. Analyze the factors that affect the success of the brand in global markets and determine appropriate strategies. | 10, 13, 14, 9 | A, E |
| Teaching Methods: | 10: Discussion Method, 13: Case Study Method, 14: Self Study Method, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, E: Homework |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Marketing, product and brand concepts | |
| 2 | Brand types, historical development of brand | |
| 3 | Organization strategy, target markets and role of brand | |
| 4 | Brand management process | |
| 5 | Creating brand loyalty, brand equity and measurement | |
| 6 | Brand personality, brand image and brand positioning | |
| 7 | Creating a new brand | |
| 8 | Brand architecture and brand extensions | |
| 9 | Branding in global markets | |
| 10 | Corporate identity and corporate branding | |
| 11 | New marketing approaches in brand communication | |
| 12 | Case study | |
| 13 | Student Presentations -1 | |
| 14 | Student Presentations -2 |
| Resources |
| A.Hamdi İslamoğlu, Duygu Fırat, 2016, “Stratejik Marka Yönetimi”, Beta Yayınları |
| Kevin Lane Keller, “Strategic Brand Management”, 2013, Pearson Education |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Knows the basic concepts and theoretical grounds related to the field. | ||||||
| 2 | Determines the facts related to Marketing Communications including Advertising and analyzes these facts with various dimensions. | ||||||
| 3 | Takes place in companies’ decision making mechanism using his/her expertise; determines problems and offers solutions. | ||||||
| 4 | Performs analysis for corporations and devises plans in order to cater the needs of the corporations. | ||||||
| 5 | Obtains theoretical and practical knowledge in the field of Marketing and Advertising and uses this knowledge. | ||||||
| 6 | Observes the theoretical and factual problems with scientific methods related to Marketing Communications and Advertising; analyzes the findings and presents them in scientific publications. | ||||||
| 7 | Takes responsibility when necessary in the field related projects and proposes solutions to emerging problems. | ||||||
| 8 | Takes place as a member in a project-based teamwork; leads projects and plans events. | ||||||
| 9 | Takes responsibility and produces solutions for complex problems encountered in the field of Marketing Communications and advertising. | ||||||
| 10 | Has a high awareness towards lifelong learning. Follows the developments, innovations, opinions, methods and techniques regularly and uses them efficiently. | ||||||
| 11 | Explains his/her own work or current information to people in the field of Marketing Communication and advertising or to people outside the field, both verbally and in writing. | ||||||
| 12 | Uses Turkish language fluently and accurately in scientific and professional works. | ||||||
| 13 | Uses information and communication technologies at an advanced level when required by the field. | ||||||
| 14 | Examines social relations and the norms that guide these relations from a critical perspective and, if necessary, changes or improves them. . | ||||||
| 15 | Utilizes new communication technologies efficiently in professional and scientific works and follows the developments in new communication technologies regularly. | ||||||
| 16 | Plans social responsibility events and takes a role in implementation process. | ||||||
| 17 | Develops and implements strategies in the field of Marketing Communication and advertising and evaluates the results within the framework of quality processes. | ||||||
| 18 | Uses the knowledge and application skills acquired in Marketing communications and advertising field in interdisciplinary studies. | ||||||
| 19 | Collects, applies and interprets data related to the field, taking into account social, scientific, cultural and ethical values. | ||||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 50 | |
| Rate of Final Exam to Success | 50 | |
| Total | 100 | |