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 | Possesses the ability to conduct comprehensive literature reviews, formulate research problems, develop hypotheses, design research, and apply qualitative and quantitative methods to reach conclusions, ultimately leading to the ability to produce academic publications. | X | ||||
| 2 | Demonstrates awareness of research ethics. | X | ||||
| 3 | Contributes to the development of an information society by continuously following technological, social, and cultural advancements in academic and professional contexts. | X | ||||
| 4 | Approaches problems arising in businesses from theoretical, conceptual, and research-oriented perspectives. | X | ||||
| 5 | Understands the interaction between various disciplines related to the field of business and utilizes knowledge requiring expertise to analyze, synthesize, and evaluate new and complex ideas. | X | ||||
| 6 | In the face of unforeseen complex situations in business practice, produces solutions by developing new strategic approaches through holistic and creative thinking. | X | ||||
| 7 | Possesses a solid command of fundamental concepts and methodologies in the field of general business administration. | X | ||||
| 8 | Has a comprehensive understanding of the academic literature and international developments in the field of general business. | X | ||||
| 9 | Effectively communicates information related to the field of business using verbal, written, and visual communication methods. | X | ||||
| 10 | Demonstrates awareness of professional ethics, environmental sensitivity, sustainability, social responsibility, and cultural, societal, and universal values. | X | ||||
| 11 | Works effectively with different disciplines or multicultural teams, takes responsibility, conducts risk analysis, adapts to change, engages in critical thinking, and takes 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 | ||