BUSINESS ADMINISTRATION
Bachelor TR-NQF-HE: Level 6 QF-EHEA: First Cycle EQF-LLL: Level 6

Course Introduction and Application Information

Course Code Course Name Semester Theoretical Practical Credit ECTS
COP4236 Goodjob - Empowering Brand Equity Through Multiple Disciplines Fall 3 0 3 4
The course opens with the approval of the Department at the beginning of each semester

Basic information

Language of instruction: En
Type of course: Departmental Elective
Course Level: Bachelor
Mode of Delivery: Hybrid
Course Coordinator : Prof. Dr. ELİF OKAN
Course Objectives: The aim of the course is to gain the methods and perspectives that bring success in the transformation of research findings into brand strategy and communication strategy.

Learning Outputs

The students who have succeeded in this course;
1) To examine all aspects of different brand understandings (old and new)
2) To learn how to create an effective and successful brand strategy
3) To learn the factors that ensure the success of brand elements (name, logo, etc.)
4) To learn about communication strategy and successful advertising
5) To learn the way of creating behavior change of a brand or corporation
6) To learn the influence of culture and psychology on our decisions
7) To learn at a level that can predict the effect of consumer insight, a psychological reality or a social factor on brand success
8) Learning the way of creating a person brand
9) Learning the ways and methods of creating a culture strategy and employer brand
10) To learn how tı effectively manage the elements of brand equity

Course Content

Students taking the course will learn to create a successful growth and development journey for brands. He/she will understand how to analyze many data from consumer insight to competition, from market to inside of the corporation. And also they will understand what perspective should be taken while analyzing these data, and how these can turn into successful communication tools.

Weekly Detailed Course Contents

Week Subject Related Preparation
1) Introduction, Syllabus Evaluation and Review of the Plan Mutual agreement about the aims and expectations of the course, and evaluation if there are aspects that need improvement.
2) "Brand equity: - What is brand equity? - What elements does it consist of - Correcting the misconceptions: Brand equity, Brand values ​​and Brand Valuation"
3) "Discovering consumer insight: - Must-have look to gain insight - Analysis of research methods according to effectiveness and reliability - Methods of interpreting numerical and verbal data - Differences between insight and need/problem/expectation - Insight examples and insight discovery exercise"
4) "Next generation research methods: - Online research methods - Social listening methods - Online ethnography - Subconscious research - Other methods"
5) "Marketing Concepts from Past to Present - Kotler, Jack Trout, Al Ries, - 21st century theories, Byron Sharp - Areas where marketing theories work and do not work"
6) "Brand Strategy I - Brand value proposition - Brand positioning methods - Values ​​of the brand, tone of voice, etc."
7) "Brand Personality: - Function and purpose of brand personality - Archetype - Differences of archetypes in practice"
8) Midterm
9) "Brand Strategy II - mental availability - physical availability - Ten principles of scientific marketing"
10) "Advertising and Communication: - How to create advertising and communication that supports brand value? - How to choose an agency? - How to give a brief - How are agency jobs evaluated? - What is the context and indication in the ad?"
11) "The world's 100 most valuable brands: - Selection process of valuable brands - Brand valuation"
12) "Cultural Strategy - Importance of culture strategy - Elements of culture and their design - Application examples"
13) "Person Brand - People as a brand - How to create a signature story - How to manage a person brand"
14) Discussion and general evaluation.

Sources

Course Notes: "David Aaker, Building Strong Brands Byron Sharp, How Brands Grow Jack Trout & Al Ries, Positioning Simon Sinek, Start With Why C.G. Jung, Archetypes and Collective Mind Thinking Fast And Slow, Kahneman Culture Code"
References:

Evaluation System

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 % 0
Project 1 % 30
Seminar % 0
Midterms 1 % 30
Preliminary Jury % 0
Final 1 % 40
Paper Submission % 0
Jury % 0
Bütünleme % 0
Total % 100
PERCENTAGE OF SEMESTER WORK % 30
PERCENTAGE OF FINAL WORK % 70
Total % 100

ECTS / Workload Table

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 5 70
Presentations / Seminar 0 0 0
Project 1 24 24
Homework Assignments 0 0 0
Quizzes 0 0 0
Preliminary Jury 0 0 0
Midterms 1 2 2
Paper Submission 0 0 0
Jury 0 0 0
Final 1 2 2
Total Workload 140

Contribution of Learning Outcomes to Programme Outcomes

No Effect 1 Lowest 2 Low 3 Average 4 High 5 Highest
           
Program Outcomes Level of Contribution
1) Being able to identify problems and ask right questions
2) Having problem solving skills and developing necessary analytical attitude
3) Comprehending theoretical arguments along with counter arguments in detail
4) Gaining awareness of lifelong learning and being qualified for pursuing graduate education
5) Applying theoretical concepts in project planning
6) Communicating efficiently by accepting differences and carrying out compatible teamwork
7) Increasing efficiency rate in business environment
8) Developing innovative and creative solutions in face of uncertainty
9) Researching to gather information for understanding current threats and opportunities in business
10) Being aware of the effects of globalization on society and business while deciding
11) Possessing digital competence and utilizing necessary technology
12) Communicating in at least one foreign language in academic and daily life
13) Possessing managing skills and competence
14) Deciding with the awareness of the legal and ethical consequences of business operations
15) Expressing opinions that are built through critical thinking process in business and academic environment