|
Week |
Subject |
Related Preparation |
| 1) |
"Introduction / Brand Communication and language examples/ Brand roots / brand and nature relationship / analysis of the fundamentals of today's Global Economy / New Economy and entrepreneurial consumers and trends
"
|
Pre-readings (Supplementary reading materials will be given by course instructor.)
|
| 2) |
"Brand Management and successful business models/Differences Between business model-Business Plan / Strategy-Tactics relationship / marketing plan and strategies / developments in marketing field
"
|
Pre-readings (Supplementary reading materials will be given by course instructor.)
|
| 3) |
"Brand and innovation / Why do we communicate? / Why Is Your Brand Exist? / Brand is an act / today's best business ideas / jobs that will be destroyed in the future / strategic mistakes and destroyed brands (Kodak)
"
|
Pre-readings (Supplementary reading materials will be given by course instructor.)
|
| 4) |
"Strategy is to shape the future / strategy and planning relationship / Innovation
based strategy / brands in the pursuit of cloak of invisibility / How do we create ideas / Creative Brand Techniques / Good Idea Finding Methods/"
|
Pre-readings (Supplementary reading materials will be given by course instructor.)
|
| 5) |
"How To Break The Rules / Brand Management / Ways of Being A Servant Brand
/ why loyalty fails / new trend: spiritual Recovery - mysticism"
|
Pre-readings (Supplementary reading materials will be given by course instructor.)
|
| 6) |
"How To Make A Difference? / Strategy Saves Life / Courage To Attack Yourself / Brand Elements / How To Test Strategy ? / Example of perception management and Pastavilla
"
|
Pre-readings (Supplementary reading materials will be given by course instructor.)
|
| 7) |
Strategy and nature relationship / Strategy: changing habits / Brand Management and leadership / perception management and reputation / Diversity from non-resolution / case analysis: Sony model / Samsung turn the risk into opportunity?
|
Pre-readings (Supplementary reading materials will be given by course instructor.)
|
| 8) |
"What are the Strategic risks and Why did the Detroit go bankrupt? / How can we turn risk into an opportunity? /What are The Key Strategic Risks? / How Did Toyota Change The Possibilities? / The only purpose of companies is to make money?
"
|
Pre-readings (Supplementary reading materials will be given by course instructor.)
|
| 9) |
Brand and defense line: Why did Apple Release The Mini iPad? / Making money by doing good / consumer behavior / different consumer patterns / mistakes / psychological and Socio-Cultural effects / Global guilty
|
Pre-readings (Supplementary reading materials will be given by course instructor.)
|
| 10) |
Perceptions War and reputation: Chobani example / case: lessons we need to take from Swatch's story / a new business model: Google / brands and countries: Swacht case/
|
Pre-readings (Supplementary reading materials will be given by course instructor.)
|
| 11) |
"How to create good products and services? / Good&Bad: Having Your Own Strategy & To Do What Everyone Else Does.
"
|
Pre-readings (Supplementary reading materials will be given by course instructor.)
|
| 12) |
How To Create Value? / Unpredictable Human Behavior / Entering The Consumer Niche Market / Genuine Brands / New Term Customer Trends / Why Do They Fail? /
|
Pre-readings (Supplementary reading materials will be given by course instructor.)
|
| 13) |
"Today's customer trends / The Black chance of brands / Public Relations and Social Responsibility / voluntary Brand representative / corporate reputation
"
|
Pre-readings (Supplementary reading materials will be given by course instructor.)
|
| 14) |
Student Presentations
|
|
| 15) |
Final Exam |
|
| Course Notes: |
"1. Marka Bilmecesi / Duncan Bruce-David Harvey / İş Bankası Kültür Yayınları, Aralık 2012
2. Marka ve Marka Stratejileri, Çağatan Taşkın, Ömer Akat, Alfa Aktüel Yayınları
3. Pazarlama 3.0, (Marketing 3.0), Hermawan Kartajaya, Philip Kotler
Optimist / İş
4. Marka Yönetimi ve Pazarlama Stratejileri, S. Bora Çavuşoğlu,
Nobel Yayın Dağıtım / İşletme-Üretim-Pazarlama Dizisi
"
|
| References: |
"5. Marka Yönetimi, (Güçlü ve Başarılı Markalar İçin Temel İlkeler)
Işıl Karpat Aktuğlu, İletişim Yayıncılık / Başvuru Dizisi
6. Güçlü Markalar Yaratmak, David A. Aaker, Mediacat Yayıncılık / İş Kitabı Dizisi
7. İleri Düzeyde Marka Yönetimi, (Değişen Dünyada Markaları Yönetmek)
Paul Temporal, Brandage / İş Yönetimi Dizisi
"
|