Business Administration
Bachelor	Length of the Programme: 4	Number of Credits: 240	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF: Level 6

Ders Genel Tanıtım Bilgileri

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

Type of Course

Flipped Classroom

Level of Course

Intermediate

Semester

Spring

Contact Hours per Week

Lecture: 3

Recitation:

Lab:

Other:

Estimated Student Workload

126 hours per semester

Number of Credits

5 ECTS

Grading Mode

Standard Letter Grade

Pre-requisites

MKTG 201 - Marketing

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 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) 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

Relation to Program Outcomes and Competences

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

Course Contents

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

Assessment Tools	Count	Weight
Attendance	1	% 10
Quiz(zes)	2	% 10
Presentation	1	% 20
Midterm(s)	1	% 20
Final Examination	1	% 40
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	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