BUSINESS ADMINISTRATION
Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

Course Introduction and Application Information

Course Code	Course Name	Semester	Theoretical	Practical	Credit	ECTS
BA4846	Strategic Brand Management in Digital Age	Fall Spring	3	0	3	6

This catalog is for information purposes. Course status is determined by the relevant department at the beginning of semester.

Basic information

Language of instruction:	English
Type of course:	Departmental Elective
Course Level:	Bachelor’s Degree (First Cycle)
Mode of Delivery:	Hybrid
Course Coordinator :	Prof. Dr. ELİF OKAN
Course Lecturer(s):	Prof. Dr. ELİF OKAN
Recommended Optional Program Components:	None
Course Objectives:	Building, maintaining, and managing a company's brand is a strategic and critical function of marketing. Building and managing strong brands drives superior financial results, consumer loyalty and competitive advantage. This course concentrates on the role and philosophy of brand management in the strategic marketing process and provides students with insights into how profitable brand strategies can be created and managed. It is aimed to teach students how to understand, build, measure, and manage the essence of branding power. Students will gain essential knowledge for creating brand positioning and values, design branding strategies, and grow and sustain brand equity. In this course, brand concepts and brand management strategies, which are indispensable to achieve competitive advantage and make it sustainable, will be examined in detail. Besides theory based lectures, brand management course is taught with case studies from different sectors in order to interpret strategic brand managemet issues and decisions.

Learning Outcomes

The students who have succeeded in this course;
The students who have succeeded in this course;
1. Knows the concept of brand with its economic and social
dimensions, adopts its role and importance in marketing and
business management.
2. Understands the theoretical knowledge of brand
management and the brand management process.
3. Knows the importance and methods of brand positioning in
competitive marketing environments
4. Evaluate the strategies of global and local brands, develop
alternative strategies and communicates them effectively in
written and oral form.

Course Content

In this course, brand concepts and brand management strategies, which are indispensable to achieve competitive advantage and make it sustainable, will be examined in detail. Besides theory based lectures, brand management course is taught with case studies from different sectors in order to interpret strategic brand managemet issues and decisions.

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	Introduction and overview • Course Schedule Review • Expectations
2)	Understanding Brand Describe the characteristics and the main concepts of branding Explain the purpose of branding
3)	Customer Based Brand Equity and Brand Positioning Creating Mental Maps - Customer-Based Brand Equity Model - Brand Resonance - Brand Positioning Criteria
4)	Brand Resonance and Brand Value Chain
5)	Designing and Implementing Marketing Pograms Choosing Brand Elements to Build Brand Equiy
6)	Designing Marketing Pograms to Build Brand Equity
7)	CASE 1 & 2
8)	CASE 3 & 4
9)	CASE 5 & 6
10)	CASE 7 & 8
11)	CASE 9 &10
12)	CASE 11 & 12
13)	Term Project Presentations
14)	Term Project Presentations & Review

Sources

Course Notes / Textbooks:	Case Book: Kevin Lane Keller, Best Practice Cases in Branding for Strategic Brand Management, 3/e 3rd EditionKotler/Armstrong, Principles of Marketing, 18.edition, Global Edition. Pearson
References:	Recommended Books: Kevin Lane Keller (2015), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4th Edition, ISBN 10: 0-13-266425-9 Aaker, David A.(2009) Managing brand equity. ISBN 9781439188385

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Presentation	1	% 25
Project	1	% 20
Final	1	% 40
Paper Submission	1	% 15
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 40
PERCENTAGE OF FINAL WORK		% 60
Total		% 100

ECTS / Workload Table

Activities	Number of Activities	Duration (Hours)	Workload
Course Hours	14	3	42
Study Hours Out of Class	14	7	98
Project	1	5	5
Paper Submission	1	2	2
Final	1	2	2
Total Workload			149

Contribution of Learning Outcomes to Programme Outcomes

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Program Outcomes	Level of Contribution
1)	Being able to identify problems and ask right questions	4
2)	Having problem solving skills and developing necessary analytical attitude	5
3)	Comprehending theoretical arguments along with counter arguments in detail	4
4)	Gaining awareness of lifelong learning and being qualified for pursuing graduate education	4
5)	Applying theoretical concepts in project planning	5
6)	Communicating efficiently by accepting differences and carrying out compatible teamwork	3
7)	Increasing efficiency rate in business environment	4
8)	Developing innovative and creative solutions in face of uncertainty	5
9)	Researching to gather information for understanding current threats and opportunities in business	5
10)	Being aware of the effects of globalization on society and business while deciding	4
11)	Possessing digital competence and utilizing necessary technology	3
12)	Communicating in at least one foreign language in academic and daily life	4
13)	Possessing managing skills and competence	3
14)	Deciding with the awareness of the legal and ethical consequences of business operations	3
15)	Expressing opinions that are built through critical thinking process in business and academic environment	4