Business Administration (English) (Thesis)
Master	Length of the Programme: 2	Number of Credits: 120	TR-NQF-HE: Level 7	QF-EHEA: Second Cycle	EQF: Level 7

Ders Genel Tanıtım Bilgileri

School/Faculty/Institute

Graduate School of Social Sciences

Course Code

MKTG 532

Course Title in English

Brand Management

Course Title in Turkish

Marka Yönetimi

Language of Instruction

Type of Course

Flipped Classroom

Level of Course

Seçiniz

Semester

Spring

Contact Hours per Week

Lecture: 3

Recitation:

Lab:

Other:

Estimated Student Workload

127 hours per semester

Number of Credits

5 ECTS

Grading Mode

Standard Letter Grade

Pre-requisites

None

Expected Prior Knowledge

None

Co-requisites

None

Registration Restrictions

None

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 Description in Turkish

Markalar, bir işletmenin sahip olduğu en kıymetli varlıklar arasında yer almakta olduğundan, marka yönetimi, bir firmanın stratejik pazarlama yönetiminin en önemli unsurlarındandır. Bu kapsamda, bu dersin amacı öğrencilerin marka yönetimini derinlemesine anlamalarını sağlamaktır.

Course Learning Outcomes and Competences

Upon 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 & 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) Development of leadership and team membership skills required 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) Finding ethical, creative, comprehensive solutions to complex organizational problems
7) Demonstrating the ability to integrate management techniques, new business models & analytical tools to decision-making processes
8) Competence in the mastery of 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 & finance, operations management, marketing and technology	S	Participation
2)	Integration of the organizational functional knowledge in the process of formulation and implementation of long-term strategic goals and objectives	H	Project
3)	Development of leadership and team membership skills required for managing innovation as well as routine processes and activities in organizations	H	Project
4)	Self-exploration through the development and implementation of real business opportunities	S	Participation
5)	Awareness of the uncertainty and complexity of global business environments and changing business practices and trends	H	Participation
6)	Finding ethical, creative, comprehensive solutions to complex organizational problems	S	Participation
7)	Demonstrating the ability to integrate management techniques, new business models & analytical tools to decision-making processes	H	Participation
8)	Competence in the mastery of vital managerial and leadership skills, such as critical thinking, business communication, decision making and conflict resolution	S	Participation
9)	Ability to communicate in English both verbally and in writing at European Language Portfolio General Level B2.	N

Prepared by and Date	,
Course Coordinator	CEYHAN MUTLU
Semester	Spring
Name of Instructor	Asst. Prof. Dr. 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

Assessment Tools	Count	Weight
Attendance	1	% 12
Presentation	1	% 28
Project	1	% 60
TOTAL		% 100

Course Administration

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