| 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 |
| PAZ5702 | Building Powerful Brands | Fall | 3 | 0 | 3 | 8 |
| The course opens with the approval of the Department at the beginning of each semester |
| 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): |
Assoc. Prof. CEYDA AYSUNA TÜRKYILMAZ Dr. Öğr. Üyesi FİLİZ BOZKURT Dr. Öğr. Üyesi KAZIM SELÇUK TUZCUOĞLU Dr. Öğr. Üyesi SERHAT DAĞLI |
| Course Objectives: | To be able to use the strategies and tactics to create a more valuable brand with a brand portfolio. |
|
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. |
| The teaching approach consists of analysing branding strategies and brand portfolio management theory with historic and current examples. |
| 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. | ||
| 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 |
| 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 | |
| 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 | ||
| No Effect | 1 Lowest | 2 Low | 3 Average | 4 High | 5 Highest |
| Program Outcomes | Level of Contribution |