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Week |
Subject |
Related Preparation |
1) |
Outlook of brand, strategy and strategic management concepts
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2) |
Brand life cycle. Reasons and impulses in changing brand identity, position and implementation.
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3) |
Benefits of consistency in branding. Improving or enhancing the brand identity instead of strategical change.
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4) |
Brand systems. Brand hierarchies.
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5) |
Brand roles in the brand system: Driver – Endorser roles.
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6) |
Brand roles in the brand system: Silver Bullets, Strategic Brands, Branded benefits, Subbrand roles.
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7) |
Midterm Exam |
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8) |
Leveraging the Brand: Line extensions – Brand extensions
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9) |
Leveraging the Brand: Stretching up – stretching down
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10) |
Leveraging the Brand: Co-branding
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11) |
Brand portfolio management (Brand architecture): Product brand architecture, Line Brand Architecture, Range Brand Architecture
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12) |
Brand portfolio management: Umbrella Brand Architecture, Source Brand Architecture, Endorsed Brand Architecture
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13) |
Multi Brand portfolio management, linking brand portfolio to segmentation. cases and decisions
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14) |
Multi Brand portfolio management cases and decisions.
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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 |
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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. |
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2) |
To be able to use the theoretical and applied knowledge at the level of expertise acquired in the field of marketing. |
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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 to produce solutions by taking responsibility. |
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4) |
To be able to critically evaluate the knowledge and skills acquired in the field of marketing expertise and to direct their learning. |
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5) |
To be able to systematically convey the current developments in the field of marketing 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. |
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6) |
To be able to develop strategy, policy and implementation plans in the field of marketing and to evaluate the results obtained within the framework of quality processes. |
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