Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| STRATEGIC BRAND MANAGEMENT | - | Spring Semester | 3+0 | 3 | 8 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | Third Cycle (Doctorate Degree) |
| Course Type | Elective |
| Course Coordinator | Assoc.Prof. Korhan MAVNACIOĞLU |
| Name of Lecturer(s) | Assoc.Prof. Korhan MAVNACIOĞLU |
| Assistant(s) | |
| Aim | This course aims to provide the necessary knowledge and equipment to support businesses in their efforts to gain or improve brand recognition, increase revenues and achieve long-term business goals. |
| Course Content | This course contains; Brand and product concept,Measuring brand value and approaches to measurement,Brand architecture models and brand evolutions,Brand positioning,Attitude and persuasion in brand management,The process of creating brand image and brand loyalty,Brand Growth Strategies,New topics in Brand Management,Brand-customer relationships and brand communities,Brand crises and crisis communication,Project Presentations,Project Presentations,Project Presentations,General review. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| Explains the elements of strategic brand management | 13, 9 | E, F |
| Defines the concept of strategic branding | 13, 9 | E, F |
| Prepares a strategic brand communication plan | 13, 9 | E, F |
| Manages strategic brand processes | 10, 13, 9 | E, F |
| Understands the importance of strategic brand management | 13, 9 | E, F |
| Teaching Methods: | 10: Discussion Method, 13: Case Study Method, 9: Lecture Method |
| Assessment Methods: | E: Homework, F: Project Task |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Brand and product concept | Article review on the concept of brand |
| 2 | Measuring brand value and approaches to measurement | Reading the shared article |
| 3 | Brand architecture models and brand evolutions | Reading the shared article |
| 4 | Brand positioning | Examination of shared brand examples |
| 5 | Attitude and persuasion in brand management | Reading the shared article |
| 6 | The process of creating brand image and brand loyalty | Examining shared case studies |
| 7 | Brand Growth Strategies | Examining shared case studies |
| 8 | New topics in Brand Management | Reading the shared article |
| 9 | Brand-customer relationships and brand communities | Article review on brand communities |
| 10 | Brand crises and crisis communication | Examination of shared crisis examples |
| 11 | Project Presentations | Realization of presentation preparations |
| 12 | Project Presentations | Realization of presentation preparations |
| 13 | Project Presentations | Realization of presentation preparations |
| 14 | General review | Examination of the examples shared during the semester |
| Resources |
| Kevin Lane Keller Strategic Brand Management, Prof. Dr. A. Hamdi İslamoğlu Strategic Brand Management, The New Strategic Brand Management, J.N Kaferer, David Aaker, 2014, Creating Strong Brands |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | To have advanced theoretical and practical knowledge in areas such as media history, news writing techniques, news types, applied journalism. | X | |||||
| 2 | Knows the process of content production appropriate to the characteristics of different communication environments. | X | |||||
| 3 | Has knowledge about the theories, methods, strategies and techniques related to the field. | X | |||||
| 4 | To be aware of the impact of media on the thoughts, behaviors and values of individuals and society. | X | |||||
| 5 | Uses theoretical and practical knowledge specific to the field. | X | |||||
| 6 | Develops critical thinking, analysis and synthesis skills. | X | |||||
| 7 | Follows and uses new methods and technologies related to the field. | X | |||||
| 8 | Develops the ability to realize an original media content production with the knowledge acquired. | X | |||||
| 9 | Evaluates visual and audio data and literary texts related to the field with a critical approach. | X | |||||
| 10 | Identifies problems in the field, collects and analyzes data to solve these problems; interprets and proposes solutions. | X | |||||
| 11 | Acts in accordance with democracy, human rights, social, scientific and professional ethical values in the process of content production. | X | |||||
| 12 | Takes responsibility in individual or group studies related to the field and fulfills the task taken or executes it independently. | X | |||||
| 13 | Plans and manages activities for professional development as an individual and team member. | X | |||||
| 14 | To be able to follow the information in the field by using a foreign language at least at the B2 level of the European Language Portfolio. | X | |||||
| 15 | To be able to convey solutions to problems in the field in written and orally. | X | |||||
| 16 | Sensitive to the environment, the universality of social rights and the protection of cultural values. | X | |||||
| 17 | Knowledgeable about occupational health and safety and can use this information when necessary. | X | |||||
| 18 | Uses Turkish language fluently and accurately in scientific and professional works. | X | |||||
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 | 4 | 56 | |||
| Guided Problem Solving | 2 | 20 | 40 | |||
| Resolution of Homework Problems and Submission as a Report | 2 | 20 | 40 | |||
| Term Project | 2 | 3 | 6 | |||
| Presentation of Project / Seminar | 1 | 30 | 30 | |||
| Quiz | 0 | 0 | 0 | |||
| Midterm Exam | 1 | 30 | 30 | |||
| General Exam | 1 | 40 | 40 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Total Workload(Hour) | 242 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(242/30) | 8 | |||||
| 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 |
|---|---|---|---|---|---|
| STRATEGIC BRAND MANAGEMENT | - | Spring Semester | 3+0 | 3 | 8 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | Third Cycle (Doctorate Degree) |
| Course Type | Elective |
| Course Coordinator | Assoc.Prof. Korhan MAVNACIOĞLU |
| Name of Lecturer(s) | Assoc.Prof. Korhan MAVNACIOĞLU |
| Assistant(s) | |
| Aim | This course aims to provide the necessary knowledge and equipment to support businesses in their efforts to gain or improve brand recognition, increase revenues and achieve long-term business goals. |
| Course Content | This course contains; Brand and product concept,Measuring brand value and approaches to measurement,Brand architecture models and brand evolutions,Brand positioning,Attitude and persuasion in brand management,The process of creating brand image and brand loyalty,Brand Growth Strategies,New topics in Brand Management,Brand-customer relationships and brand communities,Brand crises and crisis communication,Project Presentations,Project Presentations,Project Presentations,General review. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| Explains the elements of strategic brand management | 13, 9 | E, F |
| Defines the concept of strategic branding | 13, 9 | E, F |
| Prepares a strategic brand communication plan | 13, 9 | E, F |
| Manages strategic brand processes | 10, 13, 9 | E, F |
| Understands the importance of strategic brand management | 13, 9 | E, F |
| Teaching Methods: | 10: Discussion Method, 13: Case Study Method, 9: Lecture Method |
| Assessment Methods: | E: Homework, F: Project Task |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Brand and product concept | Article review on the concept of brand |
| 2 | Measuring brand value and approaches to measurement | Reading the shared article |
| 3 | Brand architecture models and brand evolutions | Reading the shared article |
| 4 | Brand positioning | Examination of shared brand examples |
| 5 | Attitude and persuasion in brand management | Reading the shared article |
| 6 | The process of creating brand image and brand loyalty | Examining shared case studies |
| 7 | Brand Growth Strategies | Examining shared case studies |
| 8 | New topics in Brand Management | Reading the shared article |
| 9 | Brand-customer relationships and brand communities | Article review on brand communities |
| 10 | Brand crises and crisis communication | Examination of shared crisis examples |
| 11 | Project Presentations | Realization of presentation preparations |
| 12 | Project Presentations | Realization of presentation preparations |
| 13 | Project Presentations | Realization of presentation preparations |
| 14 | General review | Examination of the examples shared during the semester |
| Resources |
| Kevin Lane Keller Strategic Brand Management, Prof. Dr. A. Hamdi İslamoğlu Strategic Brand Management, The New Strategic Brand Management, J.N Kaferer, David Aaker, 2014, Creating Strong Brands |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | To have advanced theoretical and practical knowledge in areas such as media history, news writing techniques, news types, applied journalism. | X | |||||
| 2 | Knows the process of content production appropriate to the characteristics of different communication environments. | X | |||||
| 3 | Has knowledge about the theories, methods, strategies and techniques related to the field. | X | |||||
| 4 | To be aware of the impact of media on the thoughts, behaviors and values of individuals and society. | X | |||||
| 5 | Uses theoretical and practical knowledge specific to the field. | X | |||||
| 6 | Develops critical thinking, analysis and synthesis skills. | X | |||||
| 7 | Follows and uses new methods and technologies related to the field. | X | |||||
| 8 | Develops the ability to realize an original media content production with the knowledge acquired. | X | |||||
| 9 | Evaluates visual and audio data and literary texts related to the field with a critical approach. | X | |||||
| 10 | Identifies problems in the field, collects and analyzes data to solve these problems; interprets and proposes solutions. | X | |||||
| 11 | Acts in accordance with democracy, human rights, social, scientific and professional ethical values in the process of content production. | X | |||||
| 12 | Takes responsibility in individual or group studies related to the field and fulfills the task taken or executes it independently. | X | |||||
| 13 | Plans and manages activities for professional development as an individual and team member. | X | |||||
| 14 | To be able to follow the information in the field by using a foreign language at least at the B2 level of the European Language Portfolio. | X | |||||
| 15 | To be able to convey solutions to problems in the field in written and orally. | X | |||||
| 16 | Sensitive to the environment, the universality of social rights and the protection of cultural values. | X | |||||
| 17 | Knowledgeable about occupational health and safety and can use this information when necessary. | X | |||||
| 18 | Uses Turkish language fluently and accurately in scientific and professional works. | X | |||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 50 | |
| Rate of Final Exam to Success | 50 | |
| Total | 100 | |