| 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 |
| BA4846 | Strategic Brand Management in Digital Age | Fall | 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: | Departmental Elective |
| Course Level: | |
| Mode of Delivery: | Hybrid |
| Course Coordinator : | Prof. Dr. ELİF OKAN |
| Course Objectives: | Building, maintaining, and managing a company's brand is a strategic and critical function of marketing. Building and managing strong brands drives superior financial results, consumer loyalty and competitive advantage. This course concentrates on the role and philosophy of brand management in the strategic marketing process and provides students with insights into how profitable brand strategies can be created and managed. It is aimed to teach students how to understand, build, measure, and manage the essence of branding power. Students will gain essential knowledge for creating brand positioning and values, design branding strategies, and grow and sustain brand equity. In this course, brand concepts and brand management strategies, which are indispensable to achieve competitive advantage and make it sustainable, will be examined in detail. Besides theory based lectures, brand management course is taught with case studies from different sectors in order to interpret strategic brand managemet issues and decisions. |
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The students who have succeeded in this course; The students who have succeeded in this course; 1. Knows the concept of brand with its economic and social dimensions, adopts its role and importance in marketing and business management. 2. Understands the theoretical knowledge of brand management and the brand management process. 3. Knows the importance and methods of brand positioning in competitive marketing environments 4. Evaluate the strategies of global and local brands, develop alternative strategies and communicates them effectively in written and oral form. |
| In this course, brand concepts and brand management strategies, which are indispensable to achieve competitive advantage and make it sustainable, will be examined in detail. Besides theory based lectures, brand management course is taught with case studies from different sectors in order to interpret strategic brand managemet issues and decisions. |
| Week | Subject | Related Preparation | |
| 1) | Introduction and overview • Course Schedule Review • Expectations | ||
| 2) | Understanding Brand *Describe the characteristics and the main concepts of branding * Explain the purpose of branding | ||
| 3) | Customer Based Brand Equity and Brand Positioning *Creating Mental Maps - *Customer-Based Brand Equity Model - *Brand Resonance - * Brand Positioning Criteria | ||
| 4) | Brand Resonance and Brand Value Chain | ||
| 5) | Designing and Implementing Marketing Pograms Choosing Brand Elements to Build Brand Equiy | ||
| 6) | Designing Marketing Pograms to Build Brand Equity | ||
| 7) | CASE 1 & 2 | ||
| 8) | CASE 3 & 4 | ||
| 9) | CASE 5 & 6 | ||
| 10) | CASE 7 & 8 | ||
| 11) | CASE 9 &10 | ||
| 12) | CASE 11 & 12 | ||
| 13) | Term Project Presentations | ||
| 14) | Term Project Presentations & Review | ||
| Course Notes: | Case Book: Kevin Lane Keller, Best Practice Cases in Branding for Strategic Brand Management, 3/e 3rd EditionKotler/Armstrong, Principles of Marketing, 18.edition, Global Edition. Pearson |
| References: | Recommended Books: Kevin Lane Keller (2015), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4th Edition, ISBN 10: 0-13-266425-9 Aaker, David A.(2009) Managing brand equity. ISBN 9781439188385 |
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | % 0 | |
| Laboratory | % 0 | |
| Application | % 0 | |
| Field Work | % 0 | |
| Special Course Internship (Work Placement) | % 0 | |
| Quizzes | % 0 | |
| Homework Assignments | % 0 | |
| Presentation | 1 | % 25 |
| Project | 1 | % 20 |
| Seminar | % 0 | |
| Midterms | % 0 | |
| Preliminary Jury | % 0 | |
| Final | 1 | % 40 |
| Paper Submission | 1 | % 15 |
| Jury | % 0 | |
| Bütünleme | % 0 | |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 40 | |
| PERCENTAGE OF FINAL WORK | % 60 | |
| 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 | 7 | 98 |
| Presentations / Seminar | 0 | 0 | 0 |
| Project | 1 | 5 | 5 |
| Homework Assignments | 0 | 0 | 0 |
| Quizzes | 0 | 0 | 0 |
| Preliminary Jury | 0 | 0 | 0 |
| Midterms | 0 | 0 | 0 |
| Paper Submission | 1 | 2 | 2 |
| Jury | 0 | 0 | 0 |
| Final | 1 | 2 | 2 |
| Total Workload | 149 | ||
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution |