MBA (TURKISH, NONTHESIS)
Master	TR-NQF-HE: Level 7	QF-EHEA: Second Cycle	EQF-LLL: Level 7

Course Introduction and Application Information

Course Code	Course Name	Semester	Theoretical	Practical	Credit	ECTS
PAZ5702	Building Powerful Brands	Fall Spring	3	0	3	8

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

Basic information

Language of instruction:	Turkish
Type of course:	Departmental Elective
Course Level:
Mode of Delivery:	Face to face
Course Coordinator :	Instructor HAKAN ASLAN
Course Lecturer(s):	Assoc. Prof. CEYDA AYSUNA TÜRKYILMAZ Dr. Öğr. Üyesi FİLİZ BOZKURT Dr. Öğr. Üyesi KAZIM SELÇUK TUZCUOĞLU Dr. Öğr. Üyesi SERHAT DAĞLI
Recommended Optional Program Components:	non
Course Objectives:	To be able to use the strategies and tactics to create a more valuable brand with a brand portfolio.

Learning Outcomes

The students who have succeeded in this course;
1. Will be able to remember the definition and concept of branding.
2. Will be able to set a link between strategical consistency and the success of brands.
3. Will be able to consider how to manage the brands in a system to create a sinergy.
4. Will be able to express the strategical importance of brand roles and sub-brand roles in a brand portfolio.
5. Will be able to formulate and practice brand leverage with examples.
6. Will be able to categorize brands along the brand architecture.

Course Content

The teaching approach consists of analysing branding strategies and brand portfolio management theory with historic and current examples.

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	Outlook of brand, strategy and strategic management concepts
2)	Brand life cycle. Reasons and impulses in changing brand identity, position and implementation.
3)	Benefits of consistency in branding. Improving or enhancing the brand identity instead of strategical change.
4)	Brand systems. Brand hierarchies.
5)	Brand roles in the brand system: Driver – Endorser roles.
6)	Brand roles in the brand system: Silver Bullets, Strategic Brands, Branded benefits, Subbrand roles.
7)	Midterm Exam
8)	Leveraging the Brand: Line extensions – Brand extensions
9)	Leveraging the Brand: Stretching up – stretching down
10)	Leveraging the Brand: Co-branding
11)	Brand portfolio management (Brand architecture): Product brand architecture, Line Brand Architecture, Range Brand Architecture
12)	Brand portfolio management: Umbrella Brand Architecture, Source Brand Architecture, Endorsed Brand Architecture
13)	Multi Brand portfolio management, linking brand portfolio to segmentation. cases and decisions
14)	Multi Brand portfolio management cases and decisions.

Sources

Course Notes / Textbooks:	–Aaker, David A. Güçlü Markalar Yaratmak, İstanbul:MediaCat, 2009. – Aaker, David A. Marka Portföy Stratejisi , İstanbul:MediaCat, – Trout, Jack. Konumlandırma Stratejileri, İstanbul: Optimist, 2005
References:	–Aaker, David A. Güçlü Markalar Yaratmak, İstanbul:MediaCat, 2009. – Aaker, David A. Marka Portföy Stratejisi , İstanbul:MediaCat, – Trout, Jack. Konumlandırma Stratejileri, İstanbul: Optimist, 2005

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Attendance	14	% 10
Project	1	% 20
Midterms	1	% 30
Final	1	% 40
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 40
PERCENTAGE OF FINAL WORK		% 60
Total		% 100

ECTS / Workload Table

Activities	Number of Activities	Workload
Course Hours	14	42
Application	14	96
Study Hours Out of Class	13	54
Midterms	1	6
Final	1	2
Total Workload		200

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 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 comprehend the interdisciplinary interaction with which the field is related.
3)	To be able to use the theoretical and applied knowledge at the level of expertise acquired in the field.
4)	To be able to interpret and create new knowledge by integrating the knowledge gained in the field with the knowledge from different disciplines.
5)	To be able to solve the problems encountered in the field by using research methods.
6)	To be able to systematically transfer current developments in the field 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.
7)	To be able to critically examine social relations and the norms that guide these relations, to develop them and take action to change them when necessary.
8)	To be able to critically evaluate the knowledge and skills acquired in the field of expertise and to direct their learning.
9)	To be able to supervise and teach these values by observing social, scientific, cultural and ethical values in the stages of collecting, interpreting, applying and announcing the data related to the field.
10)	To be able to develop strategy, policy and implementation plans in the fields related to the field and to evaluate the obtained results within the framework of quality processes.
11)	To be able to use the knowledge, problem solving and/or application skills they have internalized in their field in interdisciplinary studies.
12)	Being able to independently carry out a work that requires expertise in the field.
13)	To be able to develop new strategic approaches for the solution of complex and unpredictable problems encountered in applications related to the field and to produce solutions by taking responsibility.
14)	Being able to lead in environments that require solving problems related to the field.