ECTS - Strategic Brand Management
Strategic Brand Management (MAN627) Course Detail
| Course Name | Course Code | Season | Lecture Hours | Application Hours | Lab Hours | Credit | ECTS |
|---|---|---|---|---|---|---|---|
| Strategic Brand Management | MAN627 | Area Elective | 3 | 0 | 0 | 3 | 5 |
| Pre-requisite Course(s) |
|---|
| N/A |
| Course Language | English |
|---|---|
| Course Type | Technical Elective Courses |
| Course Level | Ph.D. |
| Mode of Delivery | Face To Face |
| Learning and Teaching Strategies | Lecture, Discussion, Drill and Practice. |
| Course Lecturer(s) |
|
| Course Objectives | The purpose of the course is to provide a thorough understanding of branding processes and to follow the current debates on branding |
| Course Learning Outcomes |
The students who succeeded in this course;
|
| Course Content | The definition and concepts of brand, planning of strategic brand management process and brand communication |
Weekly Subjects and Releated Preparation Studies
| Week | Subjects | Preparation |
|---|---|---|
| 1 | Product and Brand Concept | Kapferer, Chapter 1& 2, pp. 9-50 |
| 2 | Strategic Implications of Branding and Brand Building | Kapferer, Chapter 3 |
| 3 | Evolution and Types of brands | Kapferer, Chapters 4 &5, pp. 65-135 |
| 4 | Current issues in brand management | Kapferer, Chapter 6, pp. 137-170 |
| 5 | Article discussions | Articles |
| 6 | Brand Positining | Kapferer, Chapter 7- pp. 171- 200 |
| 7 | Creating and sustaining brand equity process- 1 | Kapferer, Chapter 7- pp. 171- 200 |
| 8 | Creating and sustaining brand equity process- 2 | Kapferer, Chapter 10 &11, pp. 237-295 |
| 9 | Midterm Exam | |
| 10 | Brand Growth Strategies | Kapferer, Chapter 9 & 12, pp. 219-237 & 295-347 |
| 11 | Brand Architecture | Kapferer, Chapter 13, pp. 347- 388 |
| 12 | Choosing Brand Elements | Kapferer, Chapter 8, pp.203- 219 Articles |
| 13 | Article discussion | |
| 14 | Managing global brands | Kapferer, Chapter 17, pp. 455-200 |
| 15 | General wrap-up and discussion | |
| 16 | Final Exam |
Sources
| Course Book | 1. • Keller, Kevin Lane (2013) Strategic Brand Management: Building, Measuring and Managing Brand Equity, 4th Ed., New York: Pearson |
|---|---|
| 2. The New Strategic Brand Mangemnt, J.N Kaferer,4th editon | |
| 3. • David Aaker, 2014, Güçlü Markalar Yaratmak, Mediacat yayıncılık | |
| Other Sources | 4. Akademik makaleler |
Evaluation System
| Requirements | Number | Percentage of Grade |
|---|---|---|
| Attendance/Participation | 15 | 15 |
| Laboratory | - | - |
| Application | - | - |
| Field Work | - | - |
| Special Course Internship | - | - |
| Quizzes/Studio Critics | - | - |
| Homework Assignments | 2 | 20 |
| Presentation | - | - |
| Project | - | - |
| Report | - | - |
| Seminar | - | - |
| Midterms Exams/Midterms Jury | 1 | 25 |
| Final Exam/Final Jury | 1 | 40 |
| Toplam | 19 | 100 |
| Percentage of Semester Work | 60 |
|---|---|
| Percentage of Final Work | 40 |
| Total | 100 |
Course Category
| Core Courses | |
|---|---|
| Major Area Courses | X |
| Supportive Courses | |
| Media and Managment Skills Courses | |
| Transferable Skill Courses |
The Relation Between Course Learning Competencies and Program Qualifications
| # | Program Qualifications / Competencies | Level of Contribution | ||||
|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | ||
| 1 | 1. To have the ability to present a research problem, develop hypotheses, make research designs, reach conclusions by using qualitative/quantitative methods, and make academic publications by making the necessary literature review. | X | ||||
| 2 | 2. To be aware of research ethics. | X | ||||
| 3 | 3. To contribute to the process of becoming an information society by constantly following technological, social or cultural developments in the academic and professional context. | X | ||||
| 4 | 4. To be able to look at the problems that arise in businesses both theoretically, conceptually and from the perspective of a researcher. | X | ||||
| 5 | 5. To be able to use knowledge that requires expertise in analyzing, synthesizing and evaluating new and complex ideas by comprehending the interaction between various disciplines related to the field of business. | X | ||||
| 6 | 6. To be able to produce solutions by developing new strategic approaches by thinking holistically and creatively in complex situations that are not foreseen to be encountered in applications in the field of business. | X | ||||
| 7 | 7. To be able to master the basic concepts and methods in the field of general business administration. | X | ||||
| 8 | 8. To be able to dominate the academic literature and international developments in the field of general business administration. | X | ||||
| 9 | 9. To be able to transfer information about the business area by using effective verbal, written and visual communication methods. | X | ||||
| 10 | 10. To be aware of professional ethics, environmental awareness, sustainability, social responsibility, cultural, social and universal values | X | ||||
| 11 | 11. To be able to work effectively with different disciplines or multicultural teams, to take responsibility, to make risk analysis, to keep up with change, to think critically and to use initiative in problem solving | |||||
ECTS/Workload Table
| Activities | Number | Duration (Hours) | Total Workload |
|---|---|---|---|
| Course Hours (Including Exam Week: 16 x Total Hours) | 16 | 3 | 48 |
| Laboratory | |||
| Application | |||
| Special Course Internship | |||
| Field Work | |||
| Study Hours Out of Class | 14 | 3 | 42 |
| Presentation/Seminar Prepration | |||
| Project | |||
| Report | |||
| Homework Assignments | |||
| Quizzes/Studio Critics | |||
| Prepration of Midterm Exams/Midterm Jury | 1 | 10 | 10 |
| Prepration of Final Exams/Final Jury | 1 | 25 | 25 |
| Total Workload | 125 | ||