Course Detail
Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| BRAND MANAGEMENT | - | Fall Semester | 3+0 | 3 | 5 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | English |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Required |
| Course Coordinator | Assist.Prof. Fatih PINARBAŞI |
| Name of Lecturer(s) | Assist.Prof. Fatih PINARBAŞI |
| Assistant(s) | |
| Aim | Learning strategic brand management—the design, implementation, and control of marketing programs and activities to build, measure, and manage brand equity and interpreting it over cases. Another goal is to provide concepts and techniques to improve the long-term profitability of brand strategies. |
| Course Content | This course contains; Introduction to the course,Brands and Brand Management ,Customer-Based Brand Equity and Brand Positioning,Brands Resonance and the Brand Value Chain,Choosing Brand Elements to Build Brand Equity,Designing Marketing Programs to Build Brand Equity,Integrating Marketing Communications to Build Brand Equity and Branding in the Digital Era,Leveraging Secondary Brand Associations to Build Brand Equity ,Developing a Brand Equity Measurement and Management System ,Measuring Sources of Brand Equity: Capturing Customer Mind-Set ,Designing and Implementing Brand Architecture Strategies,Introducing and Naming New Products and Brand Extensions,Managing Brands Over Time,Presentations. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 1. Will be able to explain the concepts of brand and branding. | 10, 13, 16, 9 | A, C, E, G |
| 1.1 Define the concept of brand. | 10, 13, 16, 9 | A, C, E, G |
| 1.2. Explain the concept of branding. | 10, 13, 16, 9 | A, C, E, G |
| 1.3. Learn the main branding challenges and opportunities | 10, 13, 16, 9 | A, C, E, G |
| 2. Will be able to explain what the brand means for users/consumers. | 10, 13, 16, 9 | A, C, E, G |
| 2.1. Learn the importance of collaboration between brands and users. | 10, 13, 16, 9 | A, C, E, G |
| 2.2. Compare past and present brand-user relationships. | 10, 13, 16, 9 | A, C, E, G |
| 3. Will be able to explain the concepts of brand equity and brand resonance. | 10, 13, 16, 9 | A, C, E, G |
| 3.1. Learn how to measure brand equity. | 10, 13, 16, 9 | A, C, E, G |
| 3.2. Develop strategies for building customer-based brand equity. | 10, 13, 16, 9 | A, C, E, G |
| 3.3. Evaluate the benefits of brand equity. | 10, 13, 16, 9 | A, C, E, G |
| 4. Will be able to develop effective methods for creating new brands using brand elements and brand experiences. | 10, 13, 16, 9 | A, C, E, G |
| 4.1. Learn the stages of brand creation. | 10, 13, 16, 9 | A, C, E, G |
| 4.2. Explain the concept of positioning. | 10, 13, 16, 9 | A, C, E, G |
| 4.3. Evaluate the relationship between brand and marketing mix. | 10, 13, 16, 9 | A, C, E, G |
| 4.4. Define brand elements such as brand name, logo, and slogan. | 10, 13, 16, 9 | A, C, E, G |
| 4.5. Understand the importance of brand experiences for consumers. | 10, 13, 16, 9 | A, C, E, G |
| 5. Will be able to develop effective methods for brand consistency and brand extension. | 10, 13, 16, 9 | A, C, E, G |
| 5.1. Develop strategies for creating internal and external brand consistency. | 10, 13, 16, 9 | A, C, E, G |
| 5.2 Develop brand extension strategies. | 10, 13, 16, 9 | A, C, E, G |
| 5.3 Learn about brand extension, co-branding, and brand architecture. | 10, 13, 16, 9 | A, C, E, G |
| 6. Will be able to integrate marketing communications and leverage secondary brand associations to build brand equity | 10, 13, 16, 9 | A, C, E, G |
| 6.1. Develop innovative communication strategies to ensure brand management. | 10, 13, 16, 9 | A, C, E, G |
| 6.2. Gain the ability to manage secondary brand associations. | 10, 13, 16, 9 | A, C, E, G |
| Teaching Methods: | 10: Discussion Method, 13: Case Study Method, 16: Question - Answer Technique, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, C: Multiple-Choice Exam, E: Homework, G: Quiz |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Introduction to the course | |
| 2 | Brands and Brand Management | |
| 3 | Customer-Based Brand Equity and Brand Positioning | |
| 4 | Brands Resonance and the Brand Value Chain | |
| 5 | Choosing Brand Elements to Build Brand Equity | |
| 6 | Designing Marketing Programs to Build Brand Equity | |
| 7 | Integrating Marketing Communications to Build Brand Equity and Branding in the Digital Era | |
| 8 | Leveraging Secondary Brand Associations to Build Brand Equity | |
| 9 | Developing a Brand Equity Measurement and Management System | |
| 10 | Measuring Sources of Brand Equity: Capturing Customer Mind-Set | |
| 11 | Designing and Implementing Brand Architecture Strategies | |
| 12 | Introducing and Naming New Products and Brand Extensions | |
| 13 | Managing Brands Over Time | |
| 14 | Presentations |
| Resources |
| Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 5th Edition, Kevin Lane Keller and Vanitha Swaminathan, Pearson, 2019 |
| Brand Management: Co-creating Meaningful Brands, Third Edition, Michael Beverland Pinar Cankurtaran, Sage, 2024 Building Strong Brands, David Aaker, Free Press, 1995 |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Defines the theoretical issues in the field of business administration | X | |||||
| 2 | Describes the necessary qualitative and quantitative methods in the field of business and management. | X | |||||
| 3 | Uses at least one computer program in the field of business and management | ||||||
| 4 | Sustains proficiency in a foreign language required for business and management. | ||||||
| 5 | Prepares managerial investment projects and work in a team. | ||||||
| 6 | Constantly renews himself / herself by following developments in business and management with an understanding of the importance of lifelong learning through critically evaluating the knowledge and skills that s/he has got. | X | |||||
| 7 | Uses theoretical and practical expertise in the field of business administration | X | |||||
| 8 | Follows up-to-date technology using a foreign language at least A1 level, holds verbal / written communication. | ||||||
| 9 | Adopts organizational / institutional and social ethical values. | X | |||||
| 10 | Within the framework of service responsiveness, adopts social responsibility principles and takes initiative when necessary. | ||||||
| 11 | Uses and analyses basic facts and data in different disciplines (economics, finance, sociology, law, business) in order to conduct interdisciplinary studies. | X | |||||
| 12 | Uses and Analyses the fundamental and advanced techniques in the field to enhance business performance, productivity, sustainability,innovation and research, efficiency and effectiveness. | X | |||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| 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 | 7 | 2 | 14 | |||
| Term Project | 0 | 0 | 0 | |||
| Presentation of Project / Seminar | 7 | 2 | 14 | |||
| Quiz | 2 | 10 | 20 | |||
| Midterm Exam | 1 | 20 | 20 | |||
| General Exam | 1 | 40 | 40 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Total Workload(Hour) | 150 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(150/30) | 5 | |||||
| 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 | - | Fall Semester | 3+0 | 3 | 5 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | English |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Required |
| Course Coordinator | Assist.Prof. Fatih PINARBAŞI |
| Name of Lecturer(s) | Assist.Prof. Fatih PINARBAŞI |
| Assistant(s) | |
| Aim | Learning strategic brand management—the design, implementation, and control of marketing programs and activities to build, measure, and manage brand equity and interpreting it over cases. Another goal is to provide concepts and techniques to improve the long-term profitability of brand strategies. |
| Course Content | This course contains; Introduction to the course,Brands and Brand Management ,Customer-Based Brand Equity and Brand Positioning,Brands Resonance and the Brand Value Chain,Choosing Brand Elements to Build Brand Equity,Designing Marketing Programs to Build Brand Equity,Integrating Marketing Communications to Build Brand Equity and Branding in the Digital Era,Leveraging Secondary Brand Associations to Build Brand Equity ,Developing a Brand Equity Measurement and Management System ,Measuring Sources of Brand Equity: Capturing Customer Mind-Set ,Designing and Implementing Brand Architecture Strategies,Introducing and Naming New Products and Brand Extensions,Managing Brands Over Time,Presentations. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 1. Will be able to explain the concepts of brand and branding. | 10, 13, 16, 9 | A, C, E, G |
| 1.1 Define the concept of brand. | 10, 13, 16, 9 | A, C, E, G |
| 1.2. Explain the concept of branding. | 10, 13, 16, 9 | A, C, E, G |
| 1.3. Learn the main branding challenges and opportunities | 10, 13, 16, 9 | A, C, E, G |
| 2. Will be able to explain what the brand means for users/consumers. | 10, 13, 16, 9 | A, C, E, G |
| 2.1. Learn the importance of collaboration between brands and users. | 10, 13, 16, 9 | A, C, E, G |
| 2.2. Compare past and present brand-user relationships. | 10, 13, 16, 9 | A, C, E, G |
| 3. Will be able to explain the concepts of brand equity and brand resonance. | 10, 13, 16, 9 | A, C, E, G |
| 3.1. Learn how to measure brand equity. | 10, 13, 16, 9 | A, C, E, G |
| 3.2. Develop strategies for building customer-based brand equity. | 10, 13, 16, 9 | A, C, E, G |
| 3.3. Evaluate the benefits of brand equity. | 10, 13, 16, 9 | A, C, E, G |
| 4. Will be able to develop effective methods for creating new brands using brand elements and brand experiences. | 10, 13, 16, 9 | A, C, E, G |
| 4.1. Learn the stages of brand creation. | 10, 13, 16, 9 | A, C, E, G |
| 4.2. Explain the concept of positioning. | 10, 13, 16, 9 | A, C, E, G |
| 4.3. Evaluate the relationship between brand and marketing mix. | 10, 13, 16, 9 | A, C, E, G |
| 4.4. Define brand elements such as brand name, logo, and slogan. | 10, 13, 16, 9 | A, C, E, G |
| 4.5. Understand the importance of brand experiences for consumers. | 10, 13, 16, 9 | A, C, E, G |
| 5. Will be able to develop effective methods for brand consistency and brand extension. | 10, 13, 16, 9 | A, C, E, G |
| 5.1. Develop strategies for creating internal and external brand consistency. | 10, 13, 16, 9 | A, C, E, G |
| 5.2 Develop brand extension strategies. | 10, 13, 16, 9 | A, C, E, G |
| 5.3 Learn about brand extension, co-branding, and brand architecture. | 10, 13, 16, 9 | A, C, E, G |
| 6. Will be able to integrate marketing communications and leverage secondary brand associations to build brand equity | 10, 13, 16, 9 | A, C, E, G |
| 6.1. Develop innovative communication strategies to ensure brand management. | 10, 13, 16, 9 | A, C, E, G |
| 6.2. Gain the ability to manage secondary brand associations. | 10, 13, 16, 9 | A, C, E, G |
| Teaching Methods: | 10: Discussion Method, 13: Case Study Method, 16: Question - Answer Technique, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, C: Multiple-Choice Exam, E: Homework, G: Quiz |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Introduction to the course | |
| 2 | Brands and Brand Management | |
| 3 | Customer-Based Brand Equity and Brand Positioning | |
| 4 | Brands Resonance and the Brand Value Chain | |
| 5 | Choosing Brand Elements to Build Brand Equity | |
| 6 | Designing Marketing Programs to Build Brand Equity | |
| 7 | Integrating Marketing Communications to Build Brand Equity and Branding in the Digital Era | |
| 8 | Leveraging Secondary Brand Associations to Build Brand Equity | |
| 9 | Developing a Brand Equity Measurement and Management System | |
| 10 | Measuring Sources of Brand Equity: Capturing Customer Mind-Set | |
| 11 | Designing and Implementing Brand Architecture Strategies | |
| 12 | Introducing and Naming New Products and Brand Extensions | |
| 13 | Managing Brands Over Time | |
| 14 | Presentations |
| Resources |
| Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 5th Edition, Kevin Lane Keller and Vanitha Swaminathan, Pearson, 2019 |
| Brand Management: Co-creating Meaningful Brands, Third Edition, Michael Beverland Pinar Cankurtaran, Sage, 2024 Building Strong Brands, David Aaker, Free Press, 1995 |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Defines the theoretical issues in the field of business administration | X | |||||
| 2 | Describes the necessary qualitative and quantitative methods in the field of business and management. | X | |||||
| 3 | Uses at least one computer program in the field of business and management | ||||||
| 4 | Sustains proficiency in a foreign language required for business and management. | ||||||
| 5 | Prepares managerial investment projects and work in a team. | ||||||
| 6 | Constantly renews himself / herself by following developments in business and management with an understanding of the importance of lifelong learning through critically evaluating the knowledge and skills that s/he has got. | X | |||||
| 7 | Uses theoretical and practical expertise in the field of business administration | X | |||||
| 8 | Follows up-to-date technology using a foreign language at least A1 level, holds verbal / written communication. | ||||||
| 9 | Adopts organizational / institutional and social ethical values. | X | |||||
| 10 | Within the framework of service responsiveness, adopts social responsibility principles and takes initiative when necessary. | ||||||
| 11 | Uses and analyses basic facts and data in different disciplines (economics, finance, sociology, law, business) in order to conduct interdisciplinary studies. | X | |||||
| 12 | Uses and Analyses the fundamental and advanced techniques in the field to enhance business performance, productivity, sustainability,innovation and research, efficiency and effectiveness. | X | |||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |