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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) |
Mastering the necessary concepts and theories in management, organization, marketing, finance, and human resources within businesses, and being able to make strategic decisions in these areas. |
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| 2) |
Effectively applying the knowledge acquired in business administration to real-life work situations and solving complex business problems. |
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| 3) |
Analyzing scientific research related to business administration, participating in such research, and developing innovative solutions. |
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| 4) |
Proficient in the use of computer software and digital tools utilized in business management, and effectively applying technology in data analysis. |
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| 5) |
Possessing the necessary communication and responsibility skills for both individual and group work, and demonstrating leadership in multidisciplinary and multicultural teams. |
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| 6) |
Adopting the need for businesses to operate according to ethical values, social responsibility, sustainability, and fair management in employer-employee-consumer relations. |
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| 7) |
Updating knowledge and skills in line with changing market conditions and having the competence to develop innovative and sustainable business strategies |
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| 8) |
Analyzing problems encountered in businesses with an analytical approach, developing strategic solutions, and ensuring the implementation of these solutions. |
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| 9) |
Updating knowledge and skills in line with changing market conditions and having the competence to develop innovative and sustainable business strategies. |
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| 10) |
Preparing, implementing, and evaluating sustainability-focused investment projects that provide both commercial success and benefit to society in a product or service business |
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| 11) |
Understanding the importance of employee benefits, opportunities, and work environment within businesses, and adopting a management approach based on equality, ethics, and sustainability in the workplace. |
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