MBA (TURKISH, NONTHESIS, DISTANCE EDUCATION) | |||||
Master | TR-NQF-HE: Level 7 | QF-EHEA: Second Cycle | EQF-LLL: Level 7 |
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. |
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. |
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. |
The teaching approach consists of analysing branding strategies and brand portfolio management theory with historic and current examples. |
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. |
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 |
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 |
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 |
No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
Program Outcomes | Level of Contribution |