| 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 | ||