MAN727 - STRATEGIC BRAND MANAGEMENT

Course Name Code Semester Theory
(hours/week)		 Application
(hours/week)		 Credit ECTS
STRATEGIC BRAND MANAGEMENT MAN727 1st Semester 3 0 3 7.5
Prequisites
Course languageTurkish
Course typeElective 
Mode of DeliveryFace-to-Face 
Learning and teaching strategiesLecture
Discussion
Preparing and/or Presenting Reports
 
Instructor (s)The academic staff of the Department  
Course objectiveProviding background about brand management and reviewing literature  
Learning outcomes
  1. (At the end of the course, the student will be able to; ) Describe stages of brand development,
  2. Cite levels of brand loyalty,
  3. Identify ways of expanding a product line, and discuss risks that product-line extensions pose,
  4. Measure brand equity,
  5. Discuss branding strategies,
  6. Review and evaluate the literature,
Course ContentBrand management, customer-based brand equity, brand positioning, price and value creation, brand positioning, measuring sources of brand equity, designing and ımplementing branding strategies 
ReferencesKevin Lane Keller Strategic Brand Management: International Edition, Prentice Hall ,2/E, 2003
Articles 

Course outline weekly

WeeksTopics
Week 1Brand concep
Week 2Brand Management
Week 3Customer-Based Brand Equity
Week 4Brand Positioning
Week 5Price and Value Creation
Week 6Midterm exam
Week 7Choosing Brand Elements to Build Brand Equity
Week 8Designing Marketing Programs to Build Brand Equity
Week 9Designing Marketing Programs to Build Brand Equity
Week 10Measuring Sources of Brand Equity
Week 11Article discussion
Week 12Designing and Implementing Branding Strategies
Week 13Managing Brands over Time
Week 14Managing Brands over Geographic Boundaries and Market Segments
Week 15Presentation
Week 16Final exam

Assesment methods

Course activitiesNumberPercentage
Attendance140
Laboratory00
Application00
Field activities00
Specific practical training00
Assignments00
Presentation00
Project130
Seminar00
Midterms220
Final exam150
Total100
Percentage of semester activities contributing grade succes1750
Percentage of final exam contributing grade succes150
Total100

WORKLOAD AND ECTS CALCULATION

Activities Number Duration (hour) Total Work Load
Course Duration (x14) 14 3 42
Laboratory 0 0 0
Application000
Specific practical training000
Field activities000
Study Hours Out of Class (Preliminary work, reinforcement, ect)10990
Presentation / Seminar Preparation21020
Project11010
Homework assignment000
Midterms (Study duration)12525
Final Exam (Study duration) 14040
Total Workload2997227

Matrix Of The Course Learning Outcomes Versus Program Outcomes

D.9. Key Learning OutcomesContrubition level*
12345
1. Conducts novel and ethical research on business, reports outcomes in a critical manner.    X
2. Solves problems via appropriate softwares, adapts to new methods and software. X   
3. Has managerial and leadership skills to identify problems, objectives and strategic plans for organizational progress with a critical point of view.   X 
4. Plays an active role in projects, analyses relationship between stakeholders accurately, motivates and manages all stakeholders through effective language skills.  X  
5. Has necessary communication skills to manage verbal and written communication.   X 
6. Analyses and uses contemporary and advanced knowledge in relation with information from different areas.   X 
7. Progresses continuously and transfers the experience in both written and verbal ways.   X 
8. Through anticipation and strategic thinking, plays an active role in organizational decision making process.    X
9. Uses knowledge in consistency with the ethical, social and international values in an unbiased manner.    X
10. Has expertise on the multi-disciplinary nature of management and related fields.   X 
11. Approaches problems with a wide strategic perspective, self-develops continuously.    X
12. Shares novel studies, is up to date both in knowledge and personal network.    X

*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest