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 | |
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Course Notes | |
Course Resources |
Evaluation System | |
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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 |