Business Administration | |||||
Bachelor | Length of the Programme: 4 | Number of Credits: 240 | TR-NQF-HE: Level 6 | QF-EHEA: First Cycle | EQF: Level 6 |
School/Faculty/Institute | Faculty of Econ., Admin. and Social Sciences | ||||
Course Code | MKTG 336 | ||||
Course Title in English | Brand Management | ||||
Course Title in Turkish | Marka Yönetimi | ||||
Language of Instruction | EN | ||||
Type of Course | Flipped Classroom | ||||
Level of Course | Intermediate | ||||
Semester | Spring | ||||
Contact Hours per Week |
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Estimated Student Workload | 126 hours per semester | ||||
Number of Credits | 5 ECTS | ||||
Grading Mode | Standard Letter Grade | ||||
Pre-requisites |
MKTG 201 - Marketing |
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Expected Prior Knowledge | None | ||||
Co-requisites | None | ||||
Registration Restrictions | Only Undergraduate Students | ||||
Overall Educational Objective | To learn 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 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) analyze brand elements to build brand equity 3) understand the dynamics of brand positioning 4) design simple brand strategies 5) offer solutions to marketing problems regarding brands. |
Program Learning Outcomes/Course Learning Outcomes | 1 | 2 | 3 | 4 | 5 |
---|---|---|---|---|---|
1) Has a broad foundation and intellectual awareness with exposure to mathematics, history, economics, and social sciences | |||||
2) Demonstrates knowledge and skills in different functional areas of business (accounting, finance, operations, marketing, strategy, and organization) and an understanding of their interactions within various industry sectors | |||||
3) Applies theoretical knowledge as well as creative, analytical, and critical thinking to manage complex technical or professional activities or projects | |||||
4) Exhibits an understanding of global, environmental, economic, legal, and regulatory contexts for business sustainability | |||||
5) Demonstrates individual and professional ethical behavior and social responsibility | |||||
6) Demonstrates responsiveness to ethnic, cultural, and gender diversity values and issues | |||||
7) Uses written and spoken English effectively (at least CEFR B2 level) to communicate information, ideas, problems, and solutions | |||||
8) Demonstrates skills in data and information acquisition, analysis, interpretation, and reporting | |||||
9) Displays computer proficiency to support problem solving and decision-making | |||||
10) Demonstrates teamwork, leadership, and entrepreneurial skills | |||||
11) Displays learning skills necessary for further study with a high degree of autonomy |
N None | S Supportive | H Highly Related |
Program Outcomes and Competences | Level | Assessed by | |
1) | Has a broad foundation and intellectual awareness with exposure to mathematics, history, economics, and social sciences | S | Participation |
2) | Demonstrates knowledge and skills in different functional areas of business (accounting, finance, operations, marketing, strategy, and organization) and an understanding of their interactions within various industry sectors | H | Project |
3) | Applies theoretical knowledge as well as creative, analytical, and critical thinking to manage complex technical or professional activities or projects | H | Project |
4) | Exhibits an understanding of global, environmental, economic, legal, and regulatory contexts for business sustainability | S | Participation |
5) | Demonstrates individual and professional ethical behavior and social responsibility | H | Participation |
6) | Demonstrates responsiveness to ethnic, cultural, and gender diversity values and issues | S | Participation |
7) | Uses written and spoken English effectively (at least CEFR B2 level) to communicate information, ideas, problems, and solutions | H | Participation |
8) | Demonstrates skills in data and information acquisition, analysis, interpretation, and reporting | S | Presentation |
9) | Displays computer proficiency to support problem solving and decision-making | N | |
10) | Demonstrates teamwork, leadership, and entrepreneurial skills | S | Participation |
11) | Displays learning skills necessary for further study with a high degree of autonomy | S | Presentation |
Prepared by and Date | PETEK TOSUN , December 2018 |
Course Coordinator | CEYHAN MUTLU |
Semester | Spring |
Name of Instructor | Asst. Prof. Dr. RÜYA YÜKSEL |
Week | Subject |
1) | Brands & Brand Management What is branding? |
2) | Customer-based Brand Equity |
3) | Brand Resonance and the Brand Value Chain |
4) | Building Strong Brands Elements of Brands |
5) | Brand Management Process Designing Marketing Programs to Build Brand Equity |
6) | Positioning, Segmentation, Targeting |
7) | Integrated Marketing Communications to Build Brand Equity |
8) | Leveraging Secondary Brand Associations to Build Brand Equity |
9) | Measuring Sources of Brand Equity Qualitative & Quantitative Research in Brand Management |
10) | Measuring Outcomes of Brand Equity Brand Audit |
11) | Designing & Implementing Branding Architecture Strategies |
12) | Introducing New Products Brand Extensions |
13) | Managing Brands Over Time |
14) | Brand Management and Globalization |
15) | Final Examination Period |
16) | Final Examination Period |
Required/Recommended Readings | TEXTBOOK Keller K. (2013). Strategic Brand Management. Global Edition, 4/E, Pearson. | |||||||||||||||||||||
Teaching Methods | The instructor will summarize and explain the key concepts regarding each week’s topic. Students are expected to actively participate in class discussions. Mid-term and final exams will mostly consist of essay questions that will attempt to test the ability to organize, synthesize, and apply the topics and related materials previously covered in the class. 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 in class. | |||||||||||||||||||||
Homework and Projects | Students will make a group presentation. The details of the term project will be announced by the instructor. | |||||||||||||||||||||
Laboratory Work | None | |||||||||||||||||||||
Computer Use | Students will make a group presentation. The details of the term project will be announced by the instructor. | |||||||||||||||||||||
Other Activities | Students’ free contribution to class is highly recommended. Students may share interesting advertisements or examples of marketing promotion activities of brands. | |||||||||||||||||||||
Assessment Methods |
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Course Administration |
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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 | ||||
Course Hours | 14 | 1.5 | 3 | 1 | 77 | ||
Presentations / Seminar | 3 | 6 | 2 | 2 | 30 | ||
Midterm(s) | 1 | 6 | 2 | 8 | |||
Final Examination | 1 | 8 | 3 | 11 | |||
Total Workload | 126 | ||||||
Total Workload/25 | 5.0 | ||||||
ECTS | 5 |