Course Name Code Semester T+U Hours Credit ECTS
Strategic Brand Management UYP 529 0 3 + 0 3 6
Precondition Courses
Recommended Optional Courses
Course Language Turkish
Course Level yuksek_lisans
Course Type Optional
Course Coordinator Prof.Dr. FARUK ANIL KONUK
Course Lecturers Prof.Dr. FARUK ANIL KONUK,
Course Assistants
Course Category
Course Objective The aim of the course is to explain students the brand concept which adds value to product or services, to analyse how successful brands are managing in a strategic perspective and to explain all therotical and pratical issue relating with brand concept.
Course Content
# Course Learning Outcomes Teaching Methods Assessment Methods
1 Define brand concept and its importance for producers, retailers and consumers. Lecture, Question-Answer, Discussion, Testing, Homework,
2 Define, brand image, brand personality, brand loyalty, brand awareness and give examples from application. Discussion, Question-Answer, Lecture, Homework, Testing,
3 Define brand equity and have knowledge how to measure it. Lecture, Question-Answer, Discussion, Testing, Homework,
4 Have knowledge about branding strategies that busineses apply and give examples Question-Answer, Discussion, Lecture, Homework, Testing,
Week Course Topics Preliminary Preparation
1 Brand definition and importance of branding
2 Brand management and branding decisions
3 Brand management and branding decisions
4 Brand awareness, brand image, brand personality, brand associations
5 Brand positioning
6 Brand equity and its measurement
7 Brand strategies for competition
8 Mid-term exam
9 Brand strategies for competition
10 Brand extensions
11 Integrated marketing communications and brand managemenet
12 Customer Relationship Management and brand Stretagies
13 Private labels brand strategies
14 Case Studies
Resources
Course Notes
Course Resources
Evaluation System
Semester Studies Contribution Rate
1. Ara Sınav 60
1. Ödev 40
Total 100
1. Yıl İçinin Başarıya 50
1. Final 50
Total 100
ECTS - Workload Activity Quantity Time (Hours) Total Workload (Hours)
Course Duration (Including the exam week: 16x Total course hours) 16 3 48
Hours for off-the-classroom study (Pre-study, practice) 16 3 48
Mid-terms 1 10 10
Quiz 1 15 15
Assignment 1 10 10
Final examination 1 20 20
Total Workload 151
Total Workload / 25 (Hours) 6.04
dersAKTSKredisi 6