| 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 | Flipped Classroom | ||||
| Level of Course | Select | ||||
| 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) Markalaşmanın kuruluşlar ve tüketiciler açısından işlevlerini anlamak 2) Marka değerini oluşturmak için marka unsurlarını analiz edebilmek 3) Marka yönetiminin dinamiklerini anlayabilmek 4) Farklı markalama türlerini kavramak 5) Marka stratejilerini tasarlamak |
| Program Learning Outcomes/Course Learning Outcomes | 1 | 2 | 3 | 4 | 5 |
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| N None | S Supportive | H Highly Related |
| Program Outcomes and Competences | Level | Assessed by | |
| 1) | S | Derse Katılım | |
| 2) | H | Proje | |
| 3) | H | Proje | |
| 4) | S | Derse Katılım | |
| 5) | H | Derse Katılım | |
| 6) | S | Derse Katılım | |
| 7) | H | Derse Katılım | |
| 8) | S | Sunum | |
| 9) | N |
| Prepared by and Date | ŞİRİN GİZEM KÖSE , October 2024 |
| Course Coordinator | BÜŞRA AYAN |
| Semester | Spring |
| Name of Instructor | Dr. Öğr. Üyesi RÜYA YÜKSEL |
| Hafta | Konu |
| 1) | Giriş |
| 2) | Markaları ve Marka Yönetimini Anlamak |
| 3) | Müşteri ve Marka İlişkileri |
| 4) | Müşteri Bazlı Marka Değeri |
| 5) | Marka Yönetim Süreci |
| 6) | Marka Değeri Oluşturmak için Bütünleşik Pazarlama İletişimi |
| 7) | Ara Dönem Değerlendirmesi |
| 8) | Farklı marka türlerine bakış |
| 9) | Marka Değerinin Kaynaklarının Ölçülmesi Marka Yönetiminde Niteliksel ve Niceliksel Araştırma |
| 10) | Marka Genişletme |
| 11) | Markaları Zaman İçinde Yönetmek |
| 12) | Final Projesi ve Özeti - Soru-Cevap |
| 13) | Final Projesi |
| 14) | Final Projesi |
| 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. | |||||||||||||||
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| Computer Use | ||||||||||||||||
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| 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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| Activity | No/Weeks | Hours | Calculation | ||||
| No/Weeks per Semester | Preparing for the Activity | Spent in the Activity Itself | Completing the Activity Requirements | ||||
| Ders Saati | 14 | 2 | 3 | 1 | 84 | ||
| Ara Sınavlar | 1 | 6 | 3 | 1 | 10 | ||
| Final | 3 | 1 | 9 | 1 | 33 | ||
| Total Workload | 127 | ||||||
| Total Workload/25 | 5.1 | ||||||
| ECTS | 5 | ||||||