MBA (TURKISH, NONTHESIS, DISTANCE EDUCATION)
Master TR-NQF-HE: Level 7 QF-EHEA: Second Cycle EQF-LLL: Level 7

Course Introduction and Application Information

Course Code Course Name Semester Theoretical Practical Credit ECTS
PAZ5702 Building Powerful Brands Fall
Spring
 3 0 3 8
The course opens with the approval of the Department at the beginning of each semester

Basic information

Language of instruction: Tr
Type of course: Departmental Elective
Course Level:
Mode of Delivery: Face to face
Course Coordinator : Instructor HAKAN ASLAN
Course Lecturer(s): Prof. Dr. CEYDA AYSUNA TÜRKYILMAZ
Assist. Prof. FİLİZ BOZKURT
Assist. Prof. KAZIM SELÇUK TUZCUOĞLU
Assist. Prof. SERHAT DAĞLI
Course Objectives: To be able to use the strategies and tactics to create a more valuable brand with a brand portfolio.

Learning Outputs

The students who have succeeded in this course;
1. Will be able to remember the definition and concept of branding.
2. Will be able to set a link between strategical consistency and the success of brands.
3. Will be able to consider how to manage the brands in a system to create a sinergy.
4. Will be able to express the strategical importance of brand roles and sub-brand roles in a brand portfolio.
5. Will be able to formulate and practice brand leverage with examples.
6. Will be able to categorize brands along the brand architecture.

Course Content

The teaching approach consists of analysing branding strategies and brand portfolio management theory with historic and current examples.

Weekly Detailed Course Contents

Week Subject Related Preparation
1) Outlook of brand, strategy and strategic management concepts
2) Brand life cycle. Reasons and impulses in changing brand identity, position and implementation.
3) Benefits of consistency in branding. Improving or enhancing the brand identity instead of strategical change.
4) Brand systems. Brand hierarchies.
5) Brand roles in the brand system: Driver – Endorser roles.
6) Brand roles in the brand system: Silver Bullets, Strategic Brands, Branded benefits, Subbrand roles.
7) Midterm Exam
8) Leveraging the Brand: Line extensions – Brand extensions
9) Leveraging the Brand: Stretching up – stretching down
10) Leveraging the Brand: Co-branding
11) Brand portfolio management (Brand architecture): Product brand architecture, Line Brand Architecture, Range Brand Architecture
12) Brand portfolio management: Umbrella Brand Architecture, Source Brand Architecture, Endorsed Brand Architecture
13) Multi Brand portfolio management, linking brand portfolio to segmentation. cases and decisions
14) Multi Brand portfolio management cases and decisions.

Sources

Course Notes: –Aaker, David A. Güçlü Markalar Yaratmak, İstanbul:MediaCat, 2009. – Aaker, David A. Marka Portföy Stratejisi , İstanbul:MediaCat, – Trout, Jack. Konumlandırma Stratejileri, İstanbul: Optimist, 2005
References: –Aaker, David A. Güçlü Markalar Yaratmak, İstanbul:MediaCat, 2009. – Aaker, David A. Marka Portföy Stratejisi , İstanbul:MediaCat, – Trout, Jack. Konumlandırma Stratejileri, İstanbul: Optimist, 2005

Evaluation System

Semester Requirements Number of Activities Level of Contribution
Attendance 14 % 10
Laboratory % 0
Application % 0
Field Work % 0
Special Course Internship (Work Placement) % 0
Quizzes % 0
Homework Assignments % 0
Presentation % 0
Project 1 % 20
Seminar % 0
Midterms 1 % 30
Preliminary Jury % 0
Final 1 % 40
Paper Submission % 0
Jury % 0
Bütünleme % 0
Total % 100
PERCENTAGE OF SEMESTER WORK % 40
PERCENTAGE OF FINAL WORK % 60
Total % 100

ECTS / Workload Table

Activities Number of Activities Workload
Course Hours 14 42
Laboratory
Application 14 96
Special Course Internship (Work Placement)
Field Work
Study Hours Out of Class 13 54
Presentations / Seminar
Project
Homework Assignments
Quizzes
Preliminary Jury
Midterms 1 6
Paper Submission
Jury
Final 1 2
Total Workload 200

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 develop and deepen their knowledge at the level of expertise in the same or a different field, 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.
3) To be able to develop new strategic approaches for the solution of complex and unpredictable problems encountered in applications related to the field and to produce solutions by taking responsibility.
4) To be able to interpret and create new knowledge by integrating the knowledge gained in the field with the knowledge from different disciplines,
5) To be able to systematically transfer current developments in the field 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 fields related to the field and to evaluate the obtained results within the framework of quality processes.