| STRATEGIC MARKETING AND BRAND MANAGEMENT (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 |
| REK5303 | Advertising and Media Strategies | Fall | 3 | 0 | 3 | 6 |
| The course opens with the approval of the Department at the beginning of each semester |
| Language of instruction: | Tr |
| Type of course: | Departmental Elective |
| Course Level: | |
| Mode of Delivery: | Face to face |
| Course Coordinator : | Assoc. Prof. HANDE BİLSEL |
| Course Lecturer(s): |
Instructor HAKKI PINAR KILIÇ |
| Course Objectives: | The aim of this course is to provide students with basic marketing knowledge and to show how to build and grow a brand based on this knowledge. In doing so, it will be shown how to use advertising and other communication tools. |
|
The students who have succeeded in this course; Students who can successfully complete this course; 1) Learn the basic principles of marketing. 2) Will be able to distinguish the target audience. 3) Will be able to distinguish the most important problem of the target audience. 4) Will be able to decide on positioning by analysing the competition. 5) Will be able to evaluate why the consumer should prefer the product. 6) Will be able to develop a communication strategy based on all these. 7) How, when and where to use communication tools will be discussed 8) How a brand will emerge will be analysed 9) How a brand can develop will be discussed. 10) All these marketing and brand related strategies will be developed. |
| Product, Price, Distribution and Promotion, Swot, Pest, Communication Theories, Direct Marketing, Sponsorship, Brand Management Stages, Brand Research, Brand Strategy. |
| Week | Subject | Related Preparation | |
| 1) | Introductions Explanation of the Lesson Plan What is Marketing? | ||
| 2) | Communication -SWOT, PEST -Communication theories -Advertising -Public Relations | ||
| 3) | Communication -Promotion -Direct marketing | ||
| 4) | Communication - Sponsorship -Digital marketing -Event marketing -Experimental marketing | ||
| 5) | Brand Management -Brand management phases -Brand values -Brand marketing programme | ||
| 6) | Brand Research - Qualitative research -Quantitative research | ||
| 7) | Growth -Brand architecture -Brand portfolio -Brand expansio | ||
| 8) | Growth - Long-term brand management | ||
| 9) | Growth- Globalization | ||
| 10) | Strategy- Customer analysis | ||
| 11) | Strategy-Competitor analysis-Market analysis | ||
| 12) | Strategy-Environmental Analysis | ||
| 13) | Strategy - Internal analyses -Performance analysis | ||
| 14) | Strategy -Advantage, creating synergy -Presenting different values/promises | ||
| Course Notes: | her hafta güncel makaleler sınıfta tartışılmak üzere dağıtılacaktır. |
| References: | 1. Remzi Altunışık, Ş. Özdemir, Ö. Torlak: Pazarlama İlkeleri ve Yönetimi, Beta Tayıncılık 2. Aaker David: Güçlü Markalar Yaratmak, Mediacat Yayıncılık 3. Kevin Lane Keller: Strategic Brand Managemnent, Pearson 4. Philip Kotler&Kevin Lane Keller: Marketing Management 12e, Pearson 5. Aaker David&Damien McLouglin: Strategic Market Management, Wiley |
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | 0 | % 0 |
| Laboratory | 0 | % 0 |
| Application | 0 | % 0 |
| Field Work | 0 | % 0 |
| Special Course Internship (Work Placement) | 0 | % 0 |
| Quizzes | 0 | % 0 |
| Homework Assignments | 1 | % 20 |
| Presentation | 0 | % 0 |
| Project | 0 | % 0 |
| Seminar | 0 | % 0 |
| Midterms | 1 | % 30 |
| Preliminary Jury | 0 | % 0 |
| Final | 1 | % 50 |
| Paper Submission | 0 | % 0 |
| Jury | 0 | % 0 |
| Bütünleme | % 0 | |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 50 | |
| PERCENTAGE OF FINAL WORK | % 50 | |
| Total | % 100 | |
| Activities | Number of Activities | Workload | |
| Course Hours | 14 | 42 | |
| Laboratory | |||
| Application | |||
| Special Course Internship (Work Placement) | |||
| Field Work | |||
| Study Hours Out of Class | 14 | 28 | |
| Presentations / Seminar | |||
| Project | |||
| Homework Assignments | 14 | 28 | |
| Quizzes | |||
| Preliminary Jury | |||
| Midterms | 8 | 29 | |
| Paper Submission | |||
| Jury | |||
| Final | 14 | 28 | |
| Total Workload | 155 | ||
| 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 use the theoretical and applied knowledge at the level of expertise acquired in the field of marketing and branding. | |
| 3) | To be able to develop new strategic approaches for the solution of complex and unpredictable problems encountered in applications related to the field of marketing and branding and to produce solutions by taking responsibility. | |
| 4) | To be able to critically evaluate the knowledge and skills acquired in the field of marketing and branding expertise and to direct their learning. | |
| 5) | To be able to systematically convey the current developments in the field of marketing and branding 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. | |
| 6) | To be able to develop strategy, policy and implementation plans in the field of marketing and branidng and to evaluate the results obtained within the framework of quality processes. |