| STRATEGIC MARKETING AND BRAND MANAGEMENT (TURKISH, NON-THESIS, GÖZTEPE) | |||||
| Master | TR-NQF-HE: Level 7 | QF-EHEA: Second Cycle | EQF-LLL: Level 7 | ||
| Course Code | Course Name | Semester | Theoretical | Practical | Credit | ECTS |
| ISL5251 | Strategic Brand Management | Fall | 3 | 0 | 3 | 7 |
| 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: | |
| Course Coordinator : | Dr. Öğr. Üyesi TUĞCAN DEMİR |
| Course Lecturer(s): |
Dr. SABA GAMZE ORAL Assoc. Prof. GÖZDE ÖYMEN |
| Course Objectives: | A comprehensive review and integration of all the principal elements of brand communication and brand strategy . Market-focused culture , customer and competitor analysis, value delivery , distribution channel design, pricing, relationship management, brand management and marketing communications. Integration within the overall business strategy and marketing strategy of in-depth information on the competitive dynamics. |
|
The students who have succeeded in this course; Brand , branding , understand the brand value , brand messages and media to develop appropriate strategies and branding is an interactive learning process that requires consistent and sustained marketing communications. |
| In this course, brands and brand management will be examined in detail. Brand management process within the course and factors affecting this process will be discussed and case studies will be carried out analyzes and discussions. |
| Week | Subject | Related Preparation | |
| 1) | Introduction: What is a Brand ? | Weekly Reading | |
| 2) | Concepts by Brand | Weekly Reading | |
| 3) | Brand Positioning | Weekly Reading | |
| 4) | Brand Identity | Weekly Reading | |
| 5) | Brand Personality | Weekly Reading | |
| 6) | Brand Image | Weekly Reading | |
| 7) | Midterm | None | |
| 8) | Marking Process | Weekly Reading | |
| 9) | Branding Strategies | Weekly Reading | |
| 10) | Brand Communication | Weekly Reading | |
| 11) | Branding New Concepts ( guerrilla - postmodern - Experiential -Retro etc.). | Weekly Reading | |
| 12) | New Media and Brand Communications | Weekly Reading | |
| 13) | Global Brand Management | Weekly Reading | |
| 14) | Brand Management Research and Measurement | Weekly Reading | |
| 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 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 |
| References: | 1. Brand Enigma / Duncan Bruce- David Harvey / Business Bank Cultural Publications, December 2012 2. Brand and Brand Strategies, Çağatan Flood , Omar Accad, Alfa Current Publications 3. Marketing 3.0, ( Marketing 3.0) , Hermawan Kartaja to Philip Kotler Optimist / Business 4. Brand Management and Marketing Strategies, S. Bora Cavusoglu, Nobel Publishing / Business - Production-Marketing Series 5. Brand Management ( Basic Principles for Powerful and Successful Brands ) Isil Carpathian Aktuğlu, Contact Publishing / Reference Series 6. Creating Powerful Brands , David A. Aaker, Mediacat Publishing / Business Book Series 7. Advanced Brand Management ( Managing Brands in a Changing World ) Paul Temporal , Brandage / Business Management Series |
| Semester Requirements | Number of Activities | Level of Contribution |
| Attendance | 1 | % 20 |
| Laboratory | 0 | % 0 |
| Application | 0 | % 0 |
| Field Work | 0 | % 0 |
| Special Course Internship (Work Placement) | 0 | % 0 |
| Quizzes | 0 | % 0 |
| Homework Assignments | 0 | % 0 |
| Presentation | 0 | % 0 |
| Project | 0 | % 0 |
| Seminar | 0 | % 0 |
| Midterms | 1 | % 30 |
| Preliminary Jury | 0 | % 0 |
| Final | 1 | % 50 |
| Paper Submission | 0 | % 0 |
| Jury | 0 | % 0 |
| Bütünleme | % 0 | |
| Total | % 100 | |
| PERCENTAGE OF SEMESTER WORK | % 50 | |
| PERCENTAGE OF FINAL WORK | % 50 | |
| Total | % 100 | |
| Activities | Number of Activities | Duration (Hours) | Workload |
| Course Hours | 14 | 3 | 42 |
| Laboratory | 0 | 0 | 0 |
| Application | 12 | 3 | 36 |
| Special Course Internship (Work Placement) | 0 | 0 | 0 |
| Field Work | 0 | 0 | 0 |
| Study Hours Out of Class | 14 | 6 | 84 |
| Presentations / Seminar | 1 | 2 | 2 |
| Project | 0 | 0 | 0 |
| Homework Assignments | 10 | 3 | 30 |
| Quizzes | 0 | 0 | 0 |
| Preliminary Jury | 0 | 0 | 0 |
| Midterms | 1 | 3 | 3 |
| Paper Submission | 0 | 0 | 0 |
| Jury | 0 | 0 | 0 |
| Final | 1 | 3 | 3 |
| Total Workload | 200 | ||
| 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 in the same or a different field at the level of expertise, 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 of marketing and branding. | |
| 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 branding and to produce solutions by taking responsibility. | |
| 4) | To be able to critically evaluate the knowledge and skills acquired in the field of marketing and branding expertise and to direct their learning. | |
| 5) | To be able to systematically convey the current developments in the field of marketing and branding 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 field of marketing and branidng and to evaluate the results obtained within the framework of quality processes. |