Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| BRAND MANAGEMENT PRINCIPLES and STRATEGIES | - | 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 | Prof.Dr. Ayşen AKYÜZ |
| Name of Lecturer(s) | Prof.Dr. Ayşen AKYÜZ |
| Assistant(s) | PROF.DR.AYŞEN AKYÜZ |
| Aim | This course aims to teach students the basic concepts such as positioning, brand personality and image and make them learn the branding strategies and brand communication methods that will create competitive advantage. Students will also learn how to identify and evaluate compelling brands, understand core principles in strategic thinking, as well as how to cultivate brands that will lure consumers. Students will learn how to create profitable brand strategies, including the design and implementation of marketing programs and activities to build, measure, and manage brand equity. |
| Course Content | This course contains; Brand Concepts,Brand Identity and Personality ,Brand Positioning and Image,Brand Value and Brand Equity,Customer based Brand Equity,Branding Strategies,Aquisition, Brand Extensions and New brands,Brand Performance and Audit,Presentations,Presentations,Presentations,Presentations,Presentations,Presentations. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 1.Explain what makes a strong brand and why a brand can command a premium. | 10, 14, 16, 9 | E, F |
| 2.Distinguish the key components in brand planning. | 10, 14, 16, 9 | E, F |
| 3.Analyze consumer and marketplace trends. | 10, 14, 16, 9 | E, F |
| 4.Develop strategies to capitalize on opportunities to strengthen a brand position | 10, 14, 16, 9 | E, F |
| 5..Formulate effective brand strategies to build and manage brand equity | 10, 14, 16, 9 | E, F |
| 6. Apply the concept building brand equity. | 10, 14, 16, 9 | E, F |
| Teaching Methods: | 10: Discussion Method, 14: Self Study Method, 16: Question - Answer Technique, 9: Lecture Method |
| Assessment Methods: | E: Homework, F: Project Task |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Brand Concepts | |
| 2 | Brand Identity and Personality | |
| 3 | Brand Positioning and Image | |
| 4 | Brand Value and Brand Equity | |
| 5 | Customer based Brand Equity | |
| 6 | Branding Strategies | |
| 7 | Aquisition, Brand Extensions and New brands | |
| 8 | Brand Performance and Audit | |
| 9 | Presentations | |
| 10 | Presentations | |
| 11 | Presentations | |
| 12 | Presentations | |
| 13 | Presentations | |
| 14 | Presentations |
| Resources |
| Articles Kevin Lane Keller, Strategic Brand Management, Pearson. Johny K. Johansson and Kurt A. Carlson Contemporaray Brand mangement, SageNurcan Babür Tosun. Marka Yönetimi. Beta. Fatma Atılgan. Marka Yönetimi. Nobel. |
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. | ||||||
| 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. | ||||||
| 4 | To be aware of the impact of media on the thoughts, behaviors and values of individuals and society. | ||||||
| 5 | Uses theoretical and practical knowledge specific to the field. | ||||||
| 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. | ||||||
| 9 | Evaluates visual and audio data and literary texts related to the field with a critical approach. | ||||||
| 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. | ||||||
| 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. | ||||||
| 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. | ||||||
| 17 | Knowledgeable about occupational health and safety and can use this information when necessary. | ||||||
| 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 | 3 | 14 | 42 | |||
| Guided Problem Solving | 0 | 0 | 0 | |||
| Resolution of Homework Problems and Submission as a Report | 5 | 25 | 125 | |||
| Term Project | 0 | 0 | 0 | |||
| Presentation of Project / Seminar | 1 | 25 | 25 | |||
| Quiz | 0 | 0 | 0 | |||
| Midterm Exam | 1 | 40 | 40 | |||
| General Exam | 0 | 0 | 0 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Total Workload(Hour) | 232 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(232/30) | 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 |
|---|---|---|---|---|---|
| BRAND MANAGEMENT PRINCIPLES and STRATEGIES | - | 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 | Prof.Dr. Ayşen AKYÜZ |
| Name of Lecturer(s) | Prof.Dr. Ayşen AKYÜZ |
| Assistant(s) | PROF.DR.AYŞEN AKYÜZ |
| Aim | This course aims to teach students the basic concepts such as positioning, brand personality and image and make them learn the branding strategies and brand communication methods that will create competitive advantage. Students will also learn how to identify and evaluate compelling brands, understand core principles in strategic thinking, as well as how to cultivate brands that will lure consumers. Students will learn how to create profitable brand strategies, including the design and implementation of marketing programs and activities to build, measure, and manage brand equity. |
| Course Content | This course contains; Brand Concepts,Brand Identity and Personality ,Brand Positioning and Image,Brand Value and Brand Equity,Customer based Brand Equity,Branding Strategies,Aquisition, Brand Extensions and New brands,Brand Performance and Audit,Presentations,Presentations,Presentations,Presentations,Presentations,Presentations. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 1.Explain what makes a strong brand and why a brand can command a premium. | 10, 14, 16, 9 | E, F |
| 2.Distinguish the key components in brand planning. | 10, 14, 16, 9 | E, F |
| 3.Analyze consumer and marketplace trends. | 10, 14, 16, 9 | E, F |
| 4.Develop strategies to capitalize on opportunities to strengthen a brand position | 10, 14, 16, 9 | E, F |
| 5..Formulate effective brand strategies to build and manage brand equity | 10, 14, 16, 9 | E, F |
| 6. Apply the concept building brand equity. | 10, 14, 16, 9 | E, F |
| Teaching Methods: | 10: Discussion Method, 14: Self Study Method, 16: Question - Answer Technique, 9: Lecture Method |
| Assessment Methods: | E: Homework, F: Project Task |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Brand Concepts | |
| 2 | Brand Identity and Personality | |
| 3 | Brand Positioning and Image | |
| 4 | Brand Value and Brand Equity | |
| 5 | Customer based Brand Equity | |
| 6 | Branding Strategies | |
| 7 | Aquisition, Brand Extensions and New brands | |
| 8 | Brand Performance and Audit | |
| 9 | Presentations | |
| 10 | Presentations | |
| 11 | Presentations | |
| 12 | Presentations | |
| 13 | Presentations | |
| 14 | Presentations |
| Resources |
| Articles Kevin Lane Keller, Strategic Brand Management, Pearson. Johny K. Johansson and Kurt A. Carlson Contemporaray Brand mangement, SageNurcan Babür Tosun. Marka Yönetimi. Beta. Fatma Atılgan. Marka Yönetimi. Nobel. |
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. | ||||||
| 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. | ||||||
| 4 | To be aware of the impact of media on the thoughts, behaviors and values of individuals and society. | ||||||
| 5 | Uses theoretical and practical knowledge specific to the field. | ||||||
| 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. | ||||||
| 9 | Evaluates visual and audio data and literary texts related to the field with a critical approach. | ||||||
| 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. | ||||||
| 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. | ||||||
| 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. | ||||||
| 17 | Knowledgeable about occupational health and safety and can use this information when necessary. | ||||||
| 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 | |