Week |
Subject |
Related Preparation |
1) |
Introduction to the course |
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2) |
How brand is conceptualized/defined? |
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3) |
The changing roles in brand management |
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4) |
Determining brand strategy |
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5) |
Positioning |
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6) |
Brand architecture |
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7) |
Brand extension, revitalization and dilution strategies |
|
8) |
Midterm |
|
9) |
Integrated communication for brand management |
|
10) |
The new dijital world, relationship management, relation brands |
|
11) |
Creating brand culture |
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12) |
Evaluating/measuring brand success |
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13) |
market research and brand equity |
|
14) |
Brand management job list |
|
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Program Outcomes |
Level of Contribution |
1) |
To provide students with a foundation in Marketing Communications in general and Public Relations in particular in order to support their career in communication field. |
|
2) |
To provide an interdisciplinary approach in public relations for students who want to pursue a career in marketing communications and public relations. |
|
3) |
To support the students, who already work or willing to work in communication sector, by an approach which stays focused on strategic thinking, professional campaign building and ethical practice. |
|
4) |
Demonstrate the ability to apply manual and computer based quantitative and qualitative research techniques. |
|
5) |
Make important and strategic decisions by using and examining qualitative and quantitative research datas. |
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6) |
Demonstrate the ability to critically debate about public relations and marketing communications campaigns and cases presented by the contribution of professionals from communication sector. |
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7) |
Detailly analyze persuasion processes in communication and gain knowledge on the psychology of persuasion and perception. |
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8) |
Broaden the knowledge on public relations processes by discussing the details of new approaches in the field. |
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9) |
Demonstrate the capability of solving public relations related problems encountered in the area of corporate communications. |
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10) |
Critically discuss and interpret theories, concepts, methods, tools and ideas in the field of public relations and marketing communications. |
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