Information Package / Course Catalogue
| Business Administration (English) (Non-Thesis) | |||||
| Master | Length of the Programme: 1.5 | Number of Credits: 90 | TR-NQF-HE: Level 7 | QF-EHEA: Second Cycle | EQF: Level 7 |
ECTS Course Information Package
| School/Faculty/Institute | Graduate School | ||||
| Course Code | MKTG 532 | ||||
| Course Title in English | Brand Management | ||||
| Course Title in Turkish | Marka Yönetimi | ||||
| Language of Instruction | EN | ||||
| Type of Course | Ters-yüz öğrenme | ||||
| Level of Course | Seçiniz | ||||
| Semester | Spring | ||||
| Contact Hours per Week |
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| Estimated Student Workload | 127 hours per semester | ||||
| Number of Credits | 5 ECTS | ||||
| Grading Mode | Standard Letter Grade | ||||
| Pre-requisites | None | ||||
| Co-requisites | None | ||||
| Expected Prior Knowledge | none | ||||
| Registration Restrictions | only graduate students | ||||
| Overall Educational Objective | To understand the dynamics of brand management and associate the basic concepts of marketing with brand management. | ||||
| Course Description | Brands are among the most valuable assets of an organization, so brand management is an essential part of an organization’s strategic marketing management. In this context, the purpose of this course is to provide the students a deep understanding of brand management. |
Course Learning Outcomes and CompetencesUpon successful completion of the course, the learner is expected to be able to:1) Understand the functions of branding for organizations and consumers 2) Analyse brand elements to build brand equity. 3) Understand the dynamics of brand management. 4) Have a grasp of different types of branding 5) Design brand strategies |
| Program Learning Outcomes/Course Learning Outcomes | 1 | 2 | 3 | 4 | 5 |
|---|---|---|---|---|---|
| 1) Ability to analyse a various range of organizational information, including accounting and finance, operations management, marketing and technology | |||||
| 2) Integration of the organizational functional knowledge in the process of formulation and implementation of long-term strategic goals and objectives | |||||
| 3) Competence in leadership and team membership skills for managing innovation as well as routine processes and activities in organizations | |||||
| 4) Self-exploration through the development and implementation of real business opportunities | |||||
| 5) Awareness of the uncertainty and complexity of global business environments and changing business practices and trends | |||||
| 6) Ability to find ethical, creative, comprehensive solutions to complex organizational problems | |||||
| 7) Integration of management techniques, new business models and analytical tools to decision-making processes | |||||
| 8) Competence in vital managerial and leadership skills, such as critical thinking, business communication, decision making and conflict resolution | |||||
| 9) Ability to communicate in English both verbally and in writing at European Language Portfolio General Level B2. |
Relation to Program Outcomes and Competences
| N None | S Supportive | H Highly Related |
| Program Outcomes and Competences | Level | Assessed by | |
| 1) | Ability to analyse a various range of organizational information, including accounting and finance, operations management, marketing and technology | S | Derse Katılım |
| 2) | Integration of the organizational functional knowledge in the process of formulation and implementation of long-term strategic goals and objectives | H | Proje |
| 3) | Competence in leadership and team membership skills for managing innovation as well as routine processes and activities in organizations | H | Proje |
| 4) | Self-exploration through the development and implementation of real business opportunities | S | Derse Katılım |
| 5) | Awareness of the uncertainty and complexity of global business environments and changing business practices and trends | H | Derse Katılım |
| 6) | Ability to find ethical, creative, comprehensive solutions to complex organizational problems | S | Derse Katılım |
| 7) | Integration of management techniques, new business models and analytical tools to decision-making processes | H | Derse Katılım |
| 8) | Competence in vital managerial and leadership skills, such as critical thinking, business communication, decision making and conflict resolution | S | Sunum |
| 9) | Ability to communicate in English both verbally and in writing at European Language Portfolio General Level B2. | N |
| Prepared by and Date | ŞİRİN GİZEM KÖSE , October 2024 |
| Course Coordinator | BÜŞRA AYAN |
| Semester | Spring |
| Name of Instructor | Öğr. Gör. RÜYA YÜKSEL |
Course Contents
| Week | Subject |
| 1) | Introduction |
| 2) | Understanding Brands & Brand Management |
| 3) | Customer & Brand Relationship |
| 4) | Customer Based Brand Equity |
| 5) | Brand Management Process |
| 6) | Integrated Marketing Communications to Build Brand Equity |
| 7) | Midterm assessment |
| 8) | Outlook on different types of brands |
| 9) | Measuring Sources of Brand Equity Qualitative & Quantitative Research in Brand Management |
| 10) | Brand Extensions |
| 11) | Managing Brands Over Time |
| 12) | Final Project & Summary- Q&A |
| 13) | Final Project |
| 14) | Final Project |
| Required/Recommended Readings | Keller K. (2013). Strategic Brand Management. Global Edition, 4/E, Pearson. | |||||||||||||||
| Teaching Methods | The instructor will summarise and explain the key concepts regarding each week’s topic. Students are expected to actively participate in class “round-table” discussions. With videos, case studies, and real-life examples, the students will have the chance to expand their perspectives of brand management. Students are expected to share their opinions, ideas, and questions as well as taking an active part in class as it is one of the assessment methods for this class. | |||||||||||||||
| Homework and Projects | ||||||||||||||||
| Laboratory Work | ||||||||||||||||
| Computer Use | ||||||||||||||||
| Other Activities | ||||||||||||||||
| Assessment Methods |
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| Course Administration |
karadagh@mef.edu.tr In this course, active participation is key to learning and applying. Thus the grading of the class participation will be done based on the quality of active student participation and contribution to in-class activities. Students are expected to attend all sessions and be in class on time. When they can not attend due to a sickness (which should require a report from a full facility hospital) or an excuse accepted my MEF regulations, they should inform the instructors by mail. As the feedback and questions are very valuable for making the course a distinctive learning experience, students may visit the instructors during office hours or send e mails, for any course related issues. Academic dishonesty and plagiarism will be subject to the YÖK disciplinary regulation. |
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ECTS Student Workload Estimation
| Activity | No/Weeks | Hours | Calculation | ||||
| No/Weeks per Semester | Preparing for the Activity | Spent in the Activity Itself | Completing the Activity Requirements | ||||
| Course Hours | 14 | 2 | 3 | 1 | 84 | ||
| Midterm(s) | 1 | 6 | 3 | 1 | 10 | ||
| Final Examination | 3 | 1 | 9 | 1 | 33 | ||
| Total Workload | 127 | ||||||
| Total Workload/25 | 5.1 | ||||||
| ECTS | 5 | ||||||