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 3 0 0 3 5
Pre-requisite Course(s)
Course Language English
Course Type N/A
Course Level Ph.D.
Mode of Delivery Face To Face
Learning and Teaching Strategies Lecture, Discussion, Drill and Practice.
Course Coordinator
Course Lecturer(s)
  • Assoc. Prof. Dr. Pelin ÖZGEN
Course Assistants
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;
  • Knows the basic concepts of brand and branding
  • Explain the stages of brand development
  • Knows, measures and manages brand equity
  • Knows and evaluates brand growth strategies
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


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 1. To have the ability to present a research problem, develop hypotheses, make research designs, reach conclusions by using qualitative/quantitative methods, and make academic publications by making the necessary literature review. X
2 2. To be aware of research ethics. X
3 3. To contribute to the process of becoming an information society by constantly following technological, social or cultural developments in the academic and professional context. X
4 4. To be able to look at the problems that arise in businesses both theoretically, conceptually and from the perspective of a researcher. X
5 5. To be able to use knowledge that requires expertise in analyzing, synthesizing and evaluating new and complex ideas by comprehending the interaction between various disciplines related to the field of business. X
6 6. To be able to produce solutions by developing new strategic approaches by thinking holistically and creatively in complex situations that are not foreseen to be encountered in applications in the field of business. X
7 7. To be able to master the basic concepts and methods in the field of general business administration. X
8 8. To be able to dominate the academic literature and international developments in the field of general business administration. X
9 9. To be able to transfer information about the business area by using effective verbal, written and visual communication methods. X
10 10. To be aware of professional ethics, environmental awareness, sustainability, social responsibility, cultural, social and universal values X
11 11. To be able to work effectively with different disciplines or multicultural teams, to take responsibility, to make risk analysis, to keep up with change, to think critically and to use 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
Special Course Internship
Field Work
Study Hours Out of Class 14 3 42
Presentation/Seminar Prepration
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