| MATHEMATICS (TURKISH, PHD) | |||||
| PhD | TR-NQF-HE: Level 8 | QF-EHEA: Third Cycle | EQF-LLL: Level 8 | ||
| Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
| EXM5202 | Brand Management | Fall | 3 | 0 | 3 | 8 |
| The course opens with the approval of the Department at the beginning of each semester |
| Language of instruction: | En |
| Type of course: | Departmental Elective |
| Course Level: | |
| Mode of Delivery: | Face to face |
| Course Coordinator : | Instructor HAKKI PINAR KILIÇ |
| Course Lecturer(s): |
Instructor ALTAY AYHAN Prof. Dr. ÖZGÜR ÇENGEL |
| Course Objectives: | The purpose of the Brand Management class is to give you a fundamental understanding of how to build, measure, and manage a brand. |
|
The students who have succeeded in this course; Expose you to the situations and challenges frequently encountered by brand managers. Teach you the concepts and analytical techniques commonly used by brand managers. |
| Topics include assessing brand meaning, brand positioning, evaluating brand extensions, assessing profitability, assessing brand strength, and building brands via social media. |
| Week | Subject | Related Preparation | |
| 1) | Assessing Brand Meaning | Reading | |
| 2) | Brands and Brand Management -What is a brand -Why do brands matter? -Can everything be branded? -What are the strongest brands? -Branding challenges and opportunities -The brand equity concept -Strategic brand management concept | ||
| 3) | Brand Positioning | Reading | |
| 4) | Assessing Profitability | Reading | |
| 5) | Assessing Brand Strength | Reading | |
| 6) | Building Brands via Social Media | Reading | |
| 7) | Review | Reading | |
| 8) | Evaluating Brand Extensions | Reading | |
| 9) | Behavior Perspective of Branding | Reading | |
| 10) | Brand Equity: an overview | Reading | |
| 11) | Emotion as Equity: Research Finding on Value of Emotion | Reading | |
| 12) | Developing a Brand Equity Measurement & Management System | Reading | |
| 13) | Designing and Implementing Branding Strategies | Reading | |
| 14) | Review | Reading | |
| Course Notes: | • Kevin Lane Keller, Stategic Brand Management: Building, Measuring, and Managing Brand Equity, 3rd Edition, Prentice Hall, 2007 |
| References: |
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | 10 | % 10 |
| Laboratory | % 0 | |
| Application | % 0 | |
| Field Work | % 0 | |
| Special Course Internship (Work Placement) | % 0 | |
| Quizzes | % 0 | |
| Homework Assignments | 1 | % 20 |
| Presentation | % 0 | |
| Project | % 0 | |
| Seminar | % 0 | |
| Midterms | 1 | % 30 |
| Preliminary Jury | % 0 | |
| Final | 1 | % 40 |
| Paper Submission | % 0 | |
| Jury | % 0 | |
| Bütünleme | % 0 | |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 60 | |
| PERCENTAGE OF FINAL WORK | % 40 | |
| Total | % 100 | |
| Activities | Number of Activities | Workload | |
| Course Hours | 14 | 46 | |
| Laboratory | |||
| Application | |||
| Special Course Internship (Work Placement) | |||
| Field Work | |||
| Study Hours Out of Class | 14 | 59 | |
| Presentations / Seminar | |||
| Project | |||
| Homework Assignments | 14 | 70 | |
| Quizzes | |||
| Preliminary Jury | |||
| Midterms | 1 | 2 | |
| Paper Submission | |||
| Jury | |||
| Final | 1 | 2 | |
| Total Workload | 179 | ||
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution |