ADVERTISING | |||||
Bachelor | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF-LLL: Level 6 |
Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
ADV2622 | Brand Management | Spring | 3 | 0 | 3 | 6 |
The course opens with the approval of the Department at the beginning of each semester |
Language of instruction: | En |
Type of course: | Must Course |
Course Level: | Bachelor |
Mode of Delivery: | Face to face |
Course Coordinator : | Instructor HAKKI PINAR KILIÇ |
Course Lecturer(s): |
Instructor HAKKI PINAR KILIÇ |
Course Objectives: | Markets are becomimg more comlex. Students will be familiarized how to create and develop a brand and learn how and which communication tools to be used |
The students who have succeeded in this course; The students will be able to identify the values of a brand and to position it. Next they will be able ro apply a marketing communication plan for the brand. The nex stage will be to apply different models to measure the outcome of brand activities. Finally they will be able to develop growth strategies. |
This course will look into the matters covering brand. An analysis will be made what a brand is and what factors make strong brands. A brand’s value, i.e. the brand equity as well as the brand positioning and values will be discussed. The students will be familiarized to choose the right elements to build the brand equity. The course will also cover how to apply integrating marketing tools to build the brand equity. Students will be involved to develop the models for measuring the brand equity. Introducing new products and developing brand extensions as well as managing brands over time and overseas will be the closing subjects |
Week | Subject | Related Preparation | |
1) | Introduction and getting familiar with the brand | ||
2) | Brand equity models | ||
3) | Continuing with the models | ||
4) | Choosing brand elements | ||
5) | Choosing brand elements | ||
6) | Product, pricing, and channel strategies | ||
7) | Leveraging secondary brand knowledge | ||
8) | review | ||
9) | Brand value chain | ||
10) | Brand tracking studies | ||
11) | Measuring outcomes of brand equity | ||
12) | Designing and implementing branding strategies | ||
13) | New products and brand extensions | ||
14) | Managing brands over time |
Course Notes: | 1. Strategic Brand Management Building, Measuring, and Managing Brand Equity Kevin Lane Keller (4th Edition) 2. Building Strong Brands David A. Aaker |
References: | Ders notları haftalık olarak verilecektir. Course notes will be given weekly. |
Semester Requirements | Number of Activities | Level of Contribution |
Attendance | 12 | % 10 |
Laboratory | % 0 | |
Application | % 0 | |
Field Work | % 0 | |
Special Course Internship (Work Placement) | % 0 | |
Quizzes | % 0 | |
Homework Assignments | 3 | % 30 |
Presentation | % 0 | |
Project | % 0 | |
Seminar | % 0 | |
Midterms | 1 | % 30 |
Preliminary Jury | % 0 | |
Final | 1 | % 30 |
Paper Submission | % 0 | |
Jury | % 0 | |
Bütünleme | % 0 | |
Total | % 100 | |
PERCENTAGE OF SEMESTER WORK | % 70 | |
PERCENTAGE OF FINAL WORK | % 30 | |
Total | % 100 |
Activities | Number of Activities | Duration (Hours) | Workload |
Course Hours | 14 | 3 | 42 |
Laboratory | 0 | 0 | 0 |
Application | 0 | 0 | 0 |
Special Course Internship (Work Placement) | 0 | 0 | 0 |
Field Work | 0 | 0 | 0 |
Study Hours Out of Class | 14 | 6 | 84 |
Presentations / Seminar | 0 | 0 | 0 |
Project | 0 | 0 | 0 |
Homework Assignments | 3 | 5 | 15 |
Quizzes | 0 | 0 | 0 |
Preliminary Jury | 0 | 0 | 0 |
Midterms | 1 | 4 | 4 |
Paper Submission | 0 | 0 | 0 |
Jury | 0 | 0 | 0 |
Final | 1 | 4 | 4 |
Total Workload | 149 |
No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
Program Outcomes | Level of Contribution | |
1) | To be able to apply theoretical concepts related to mass communication, consumer behavior, psychology, persuasion,sociology, marketing, and other related fields to understand how advertising and brand communication works in a free-market economy. | 5 |
2) | To be able to critically discuss and interpret theories, concepts, methods, tools and ideas in the field of advertising. | 4 |
3) | To be able to research, create, design, write, and present an advertising campaign and brand strategies of their own creation and compete for an account as they would at an advertising agency. | 4 |
4) | To be able to analyze primary and secondary research data for a variety of products and services. | 4 |
5) | To be able to develop an understanding of the history of advertising as it relates to the emergence of mass media outlets and the importance of advertising in the marketplace. | 4 |
6) | To be able to follow developments, techniques, methods, as well as research in advertising field; and to be able to communicate with international colleagues in a foreign language. (“European Language Portfolio Global Scale”, Level B1) | 4 |
7) | To be able to take responsibility in an individual capacity or as a team in generating solutions to unexpected problems that arise during implementation process in the Advertising field. | 5 |
8) | To be able to understand how advertising works in a global economy, taking into account cultural, societal, political, and economic differences that exist across countries and cultures. | 4 |
9) | To be able to approach the dynamics of the field with an integrated perspective, with creative and critical thinking, develop original and creative strategies. | 5 |
10) | To be able to to create strategic advertisements for print, broadcast, online and other media, as well as how to integrate a campaign idea across several media categories in a culturally diverse marketplace. | 4 |
11) | To be able to use computer software required by the discipline and to possess advanced-level computing and IT skills. (“European Computer Driving Licence”, Advanced Level) | |
12) | To be able to identify and meet the demands of learning requirements. | 3 |
13) | To be able to develop an understanding and appreciation of the core ethical principles of the advertising profession. | 4 |