| MARKETING (TURKISH, NONTHESIS) | |||||
| Master | TR-NQF-HE: Level 7 | QF-EHEA: Second Cycle | EQF-LLL: Level 7 | ||
| Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
| REK5303 | Brand Researches | Spring | 3 | 0 | 3 | 8 |
| This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester. |
| Language of instruction: | Turkish |
| Type of course: | Departmental Elective |
| Course Level: | |
| Mode of Delivery: | Face to face |
| Course Coordinator : | Prof. Dr. ALİ ATIF BİR |
| Course Lecturer(s): |
Instructor HAKKI PINAR KILIÇ |
| Recommended Optional Program Components: | None |
| Course Objectives: | This course is designed to show the importance of strategic brand management in competitive market conditions.At the same time also this course is designed to discuss the current trends in consumer behavior,brand culture and positioning. |
|
The students who have succeeded in this course; 1.Understand and discuss the concept of brand management 2.Understand and discuss the concept of brand culture 3.Combine the concepts of brand managemet and brand positioning strategies |
| 1. The importance of strategic brand management in competitive market conditions. 2. The current trends in consumer behavior 3. Brand culture 4. Positioning. |
| Week | Subject | Related Preparation |
| 1) | Introduction to the course | |
| 2) | How brand is conceptualized/defined? | |
| 3) | The changing roles in brand management | |
| 4) | Determining brand strategy | |
| 5) | Positioning | |
| 6) | Brand architecture | |
| 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 | |
| 12) | Evaluating/measuring brand success | |
| 13) | market research and brand equity | |
| 14) | Brand management job list |
| Course Notes / Textbooks: | her hafta güncel makaleler sınıfta tartışılmak üzere dağıtılacaktır. |
| References: | each week new articles will be handed out to discuss inthe class |
| Semester Requirements | Number of Activities | Level of Contribution |
| Presentation | 1 | % 30 |
| Midterms | 1 | % 30 |
| Final | 1 | % 40 |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 60 | |
| PERCENTAGE OF FINAL WORK | % 40 | |
| Total | % 100 | |
| Activities | Number of Activities | Workload |
| Course Hours | 14 | 42 |
| Study Hours Out of Class | 14 | 28 |
| Presentations / Seminar | 14 | 42 |
| Midterms | 8 | 29 |
| Final | 14 | 55 |
| Total Workload | 196 | |
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | Being able to develop and deepen their knowledge in the same or a different field at the level of expertise, based on undergraduate level qualifications. | |
| 2) | To be able to use the theoretical and applied knowledge at the level of expertise acquired in the field of marketing. | |
| 3) | To be able to develop new strategic approaches for the solution of complex and unpredictable problems encountered in applications related to the field of marketing and to produce solutions by taking responsibility. | |
| 4) | To be able to critically evaluate the knowledge and skills acquired in the field of marketing expertise and to direct their learning. | |
| 5) | To be able to systematically convey the current developments in the field of marketing and their own studies to groups in and outside the field, in written, verbal and visual forms, by supporting them with quantitative and qualitative data. | |
| 6) | To be able to develop strategy, policy and implementation plans in the field of marketing and to evaluate the results obtained within the framework of quality processes. |