| MBA (TURKISH, NON-THESIS) | |||||
| Master | TR-NQF-HE: Level 7 | QF-EHEA: Second Cycle | EQF-LLL: Level 7 | ||
| Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
| ISL5252 | Brand Communication and Strategic Brand Management | Spring | 3 | 0 | 3 | 9 |
| 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 : | |
| Course Lecturer(s): |
Assist. Prof. KAZIM SELÇUK TUZCUOĞLU Assoc. Prof. FİGEN YILDIRIM Prof. Dr. ÖZGÜR ÇENGEL Prof. Dr. İPEK ALTINBAŞAK FARİNA Assoc. Prof. GÖZDE ÖYMEN Prof. Dr. YAMAN ÖZTEK Assoc. Prof. UĞUR CEVDET PANAYIRCI Assoc. Prof. CEYDA AYSUNA TÜRKYILMAZ Assist. Prof. FİLİZ BOZKURT Assist. Prof. ASLI TOLUNAY Assist. Prof. FATİH ANIL Assist. Prof. ABDULLAH FATİH AKÇAN Dr. SABA GAMZE ORAL Dr. ZEYNEP LEMBET Instructor REHA TARTICI Instructor ALTAY AYHAN Instructor MEHMET EMİN ÖRGE |
| Recommended Optional Program Components: | None |
| Course Objectives: | A comprehensive review and integration of all the principal elements of brand communication and brand strategy . Market-focused culture , customer and competitor analysis, value delivery , distribution channel design, pricing, relationship management, brand management and marketing communications. Integration within the overall business strategy and marketing strategy of in-depth information on the competitive dynamics. |
|
The students who have succeeded in this course; Brand , branding , understand the brand value , brand messages and media to develop appropriate strategies and branding is an interactive learning process that requires consistent and sustained marketing communications. |
| In this course, brands and brand management will be examined in detail. Brand management process within the course and factors affecting this process will be discussed and case studies will be carried out analyzes and discussions. |
| Week | Subject | Related Preparation |
| 1) | Meet / Brand Communication and Language Samples / Brand Roots / Brand and Nature Relations / Contemporary Foundation of the Global Economy / Analysis / New Economy and Entrepreneurs Consumers and Trends | Weekly Reading |
| 2) | Brand Management and Successful Business Models / Business Model - Business Plan Separation / Strategy - Tactics Relations / Marketing Plan and Strategy / Developments in Marketing Field | Weekly Reading |
| 3) | Brand and Innovation / Why are we doing now ? / Why Do You Make ? / Design is a Verb / Today's Best Business Ideas / Future Will Be No Occupations and Jobs / Strategic Errors and Vanishing Brands (Kodak) | Weekly Reading |
| 4) | Strategy is Shaping the Future / Strategic Planning and relationship / Innovation Focused Strategy / Brands pursuit of invisibility cloaks / Creative Ideas How to Reveal ? Creative / Design Techniques / Methods for Finding Good Idea | Weekly Reading |
| 5) | How demolished the rules / Brand Management / Servant Being Brand Ways / Loyal Customers cheated Why is / new trend: Ruhanileşme- mystified Up | Weekly Reading |
| 6) | How to Create Difference ? / Strategy Saves Lives / Self Attacking courage / Brand Elements / Strategy How to test ? / Perception Management Pastavilla Example | Weekly Reading |
| 7) | Midterm | None |
| 8) | Risk translated into how to do ? / 7 Key Strategic What's the risk ? / How Probability Changed ? (Toyota) / The sole purpose of the company is making money ? | Weekly Reading |
| 9) | Brand and Defence Line: Apple iPad Mini ? / Good deeds user Money / Consumer Behavior / Different Consumer Patterns / Errors / Psychological and Socio-Cultural Impacts / Global Guilt Hearing | Weekly Reading |
| 10) | Detects and War Reputation: Chobani Case / Case: the Swatch story we need to take courses / New Business Model : Google / Brands and Countries: The Case of Swatch | Weekly Reading |
| 11) | Make everyone is a Strategy Should Be Doing Her Own / How to Create the Best Products and Services ? | Weekly Reading |
| 12) | How to Create Value ? / Unpredictable human behavior / consumer to enter a niche market / Authentic Brands / New Era Customer Flow / Fail and Why ? | Weekly Reading |
| 13) | Today's Customer Flow / Land of Fortune Brand / Public Relations and Social Responsibility / Volunteer Brand Representative / Corporate Reputation | Weekly Reading |
| 14) | Presentations / Final Paper | None |
| Course Notes / Textbooks: | 1. Güçlü Markalar Yaratmak, David A. Aaker, Mediacat Yayıncılık / İş Kitabı Dizisi 2. İleri Düzeyde Marka Yönetimi, (Değişen Dünyada Markaları Yönetmek) Paul Temporal, Brandage / İş Yönetimi Dizisi 3. Küresel Marka, Nigel Hollis, Brandage / İş Yönetimi Dizisi 4. Marka Girişimi, (Kurumsal Markalaşma ile Şirket Stratejisini, Kültürünü ve Kimliğini Uyumlu Hale Getirme Yöntemleri), Mary Jo Hatch, Brandage / İş Yönetimi Dizisi |
| References: | 1. Creating Powerful Brands , David A. Aaker, Mediacat Publishing / Business Book Series 2. Advanced Brand Management ( Managing Brands in a Changing World ) Paul Temporal , Brandage / Business Management Series 3. Global Brand , Nigel Hollis, Brandage / Business Management Series 4. Brand Initiative (Corporate Branding supplier Strategy , Culture , and Identity of the Blending Methods ) , Mary Jo Hatch, Brandage / Business Management Series |
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | 1 | % 10 |
| Homework Assignments | 1 | % 10 |
| Midterms | 1 | % 30 |
| Final | 1 | % 50 |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 50 | |
| PERCENTAGE OF FINAL WORK | % 50 | |
| Total | % 100 | |
| Activities | Number of Activities | Duration (Hours) | Workload |
| Course Hours | 14 | 3 | 42 |
| Application | 13 | 6 | 78 |
| Study Hours Out of Class | 14 | 6 | 84 |
| Homework Assignments | 5 | 3 | 15 |
| Midterms | 1 | 3 | 3 |
| Final | 1 | 3 | 3 |
| Total Workload | 225 | ||
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | Broadening and deepening the knowledge about business administration at the master’s level based on the undergraduate level qualifications, | |
| 2) | Comprehending the interaction across various disciplines related to the field of business administration, and evaluating the knowledge and skills gained on an interdisciplinary dimension, | |
| 3) | Using theoretical and practical information and skills gained at the expertise level in the field business administration, | |
| 4) | Analyzing problems requiring expertise in the field business administration by using scientific research methods, | |
| 5) | Evaluating a problem in the business administration field independently, developing a way for solution, solving the problem and evaluating the results, | |
| 6) | Developing new strategic approaches to solve unforeseen complex issues in the business administration field through integrative and creative elaboration, | |
| 7) | Evaluating the knowledge related to the field of business administration through critical perspective, | |
| 8) | Communicating systematically the recent developments and one’s s individual studies in the field of business administration to the groups within and outside the field via written, oral and visual presentations, | |
| 9) | Analyzing the social relations and the norms through critical perspective, developing effective relations, training leaders who are capable of sustaining these social relations, applying teamwork and managing risk and change in the field of business administration. | |
| 10) | Developing strategies, policies and implementation plans to address the issues in the fields of business administration and management, and evaluating the consequences according to the processes of quality, |