| EDUCATIONAL ADMINISTRATION AND PLANNING (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 |
| ISL5251 | Strategic Brand Management | Fall | 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: | |
| Course Coordinator : | |
| Course Lecturer(s): |
Dr. SABA GAMZE ORAL Assoc. Prof. GÖZDE ÖYMEN |
| 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) | Introduction: What is a Brand ? | Weekly Reading |
| 2) | Concepts by Brand | Weekly Reading |
| 3) | Brand Positioning | Weekly Reading |
| 4) | Brand Identity | Weekly Reading |
| 5) | Brand Personality | Weekly Reading |
| 6) | Brand Image | Weekly Reading |
| 7) | Midterm | None |
| 8) | Marking Process | Weekly Reading |
| 9) | Branding Strategies | Weekly Reading |
| 10) | Brand Communication | Weekly Reading |
| 11) | Branding New Concepts ( guerrilla - postmodern - Experiential -Retro etc.). | Weekly Reading |
| 12) | New Media and Brand Communications | Weekly Reading |
| 13) | Global Brand Management | Weekly Reading |
| 14) | Brand Management Research and Measurement | Weekly Reading |
| Course Notes / Textbooks: | 1. Marka Bilmecesi / Duncan Bruce-David Harvey / İş Bankası Kültür Yayınları, Aralık 2012 2. Marka ve Marka Stratejileri, Çağatan Taşkın, Ömer Akat, Alfa Aktüel Yayınları 3. Pazarlama 3.0, (Marketing 3.0), Hermawan Kartajaya, Philip Kotler Optimist / İş 4. Marka Yönetimi ve Pazarlama Stratejileri, S. Bora Çavuşoğlu, Nobel Yayın Dağıtım / İşletme-Üretim-Pazarlama Dizisi 5. Marka Yönetimi, (Güçlü ve Başarılı Markalar İçin Temel İlkeler) Işıl Karpat Aktuğlu, İletişim Yayıncılık / Başvuru Dizisi 6. Güçlü Markalar Yaratmak, David A. Aaker, Mediacat Yayıncılık / İş Kitabı Dizisi 7. İleri Düzeyde Marka Yönetimi, (Değişen Dünyada Markaları Yönetmek) Paul Temporal, Brandage / İş Yönetimi Dizisi |
| References: | 1. Brand Enigma / Duncan Bruce- David Harvey / Business Bank Cultural Publications, December 2012 2. Brand and Brand Strategies, Çağatan Flood , Omar Accad, Alfa Current Publications 3. Marketing 3.0, ( Marketing 3.0) , Hermawan Kartaja to Philip Kotler Optimist / Business 4. Brand Management and Marketing Strategies, S. Bora Cavusoglu, Nobel Publishing / Business - Production-Marketing Series 5. Brand Management ( Basic Principles for Powerful and Successful Brands ) Isil Carpathian Aktuğlu, Contact Publishing / Reference Series 6. Creating Powerful Brands , David A. Aaker, Mediacat Publishing / Business Book Series 7. Advanced Brand Management ( Managing Brands in a Changing World ) Paul Temporal , Brandage / Business Management Series |
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | 1 | % 20 |
| 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 | 12 | 3 | 36 |
| Study Hours Out of Class | 14 | 6 | 84 |
| Presentations / Seminar | 1 | 2 | 2 |
| Homework Assignments | 10 | 3 | 30 |
| Midterms | 1 | 3 | 3 |
| Final | 1 | 3 | 3 |
| Total Workload | 200 | ||
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution | |
| 1) | Evaluate and apply the theories related to assessment, measurement, quality assurance and accountability systems in educational administration. | |
| 2) | Develop awareness and deep understanding of administrative theories, and leadership; higher education finance, law, and planning and history of educational administration and will be able to discuss on these concepts. | |
| 3) | Integrate learning activities, such as writing reports, problem-solving projects and simulation exercises, methods and techniques for career planning and university catalog analysis. | |
| 4) | Identify concepts related to the most recent information, tools and other scientific sources of educational administration and leadership from the perspectives of national and international standards and use these concepts in their school lives. | |
| 5) | Understand the roles, functions, and interrelationships among schools major constituents, including students,teachers, school administrators, staff, alumni and parents and reflect these into their own experiences. | |
| 6) | Promote diversity initiatives within educational settings. | |
| 7) | Understand developmental theories and develop ideas on these theories. | |
| 8) | Evaluate current educational policies in the context of its possible impact on the future of schools. | |
| 9) | Understand main theories and concepts of educational administration and economy and apply these for the analysis and development of educational systems. | |
| 10) | Understand professional ethics principles in the field and discuss on the practices at schools. | |
| 11) | Critically evaluate research in the field of educational administration and apply their expertise to the further development of educational administration in both national and international platforms. | |
| 12) | Plan and conduct action research studies to implement emerging practices and policies in educational administration and share the results of the data analysis with the community |