Brand Management

Course Code: 
BBA 363
Course Period: 
Autumn
Course Type: 
Core
P: 
3
Application: 
0
Credits: 
3
ECTS: 
5
Prerequisite Courses: 
Course Language: 
İngilizce
Course Objectives: 
The purpose of the lesson is understanding the brand, branding, brand value; learning proper brand messages and media strategies.marketing is an interactive process that requires consistent and constant marketing communication.
Course Content: 

The development of brand term, alternative definitions, brand creation and management process, theories, as well as the importance of brand, strategic and creative techniques in brand building, brand value measurement, common features of strong and sustainable brands

Course Methodology: 
1. Explanation 2. Q&A 3.Argue
Course Evaluation Methods: 
A)Exam B)Homework C)Presentations

Vertical Tabs

Course Learning Outcomes

Course learning outputs

Learning program outputs

Learning methods

Measurement methods

Can explain the basis concept of brand marketing

2,16

1,2,3

A,B,C

Can explain factors of increasing brand management process

16,17

1,2,3

A,B,C

Can Evaluate people or product’s brand management process

15,16,18

1,2,3

A,B,C

Can explain effects of global business World on brand management

15,16,18

1,2,3

A,B,C

 

 

Course Flow

Week

Subjects

Preparation

1

Introduction

Related section

2

What is Brand Management

Related section

3

Marketing Basics, Historical Development of Marketing, Value Concept and Value Shopping, Products in Current Markets, Brand and Brand Management

 

Related section

4

Market Analysis, Segmentation Targeting and Positioning, Marketing Mix: Product, Price, Distribution and Retention Strategies, Communication Perspective, Brand Positioning and Brand Value

Related section

5

The Role of Marks, Branding Concepts: Brand Awareness, Brand Identity, Brand Image, Brand Personality, Brand Judgments, Brand Loyalty

Related section

6

Brand Value

Related section

7

Midterm

 

8

Marketing Programs for Brand Value, Selection of Brand Elements, Branding in the New Millennium, Global Branding Strategies, Other Branding Concepts

Related section

9

Integrated Marketing Communication for Brand Value

Related section

10

Design Management and Branding, Product Meanings, Products as a Symbol: Hedonic and Utility Needs

 

Related section

11

Branding Strategies and Applications Design, Brand Value Management and Evaluation

Related section

12

New Concepts in Branding

Related section

13

STUDENT PRESENTATIONS

Related section

14

STUDENT PRESENTATIONS
 

15

STUDENT PRESENTATIONS

 

16

Final exam

 

 
 

Recommended Sources

Lection Note

KevinLane Keller, Strategic Brand Management, PrenticeHall

Other Resources

 

 

Material Sharing

Documents

Presentations about whole subject that telling in the class

Homework

 

Exams

One midterm, one final

 

Assessment

Semester Works

Number

Contribution percentage

Midterm

1

60

Presentation

1

40

Total

 

100

Percentage of Final to success

 

60

Percentage of semester to success

 

40

Total

 

100

 

Course’s Contribution to Program

No

Program Learning Outputs

Contribution Level

1

2

3

4

5

1

Could make a deep research or project report about related topic; have knowledge, discipline and responsibility to make a research or project or independent work.

 

 

 

 

 

2

Can show that takes necessary responsibilities and undertake the leader role, give additive to projects and team working at business.

 

 

 

 

 

3

Can targeting aims and purposes for organization and making Project plans and healing Project design related to that.

 

 

 

 

 

4

In rapidly changing business global conditions can critically assess the knowledge gained in the scientific field and concentrated in the lower reaches (management and organization, accounting and finance, numerical methods, production and marketing), determine the sufficiency and learning needs of knowledge they have and direct their learning to deficiencies.

 

 

 

 

 

5

Can show that you have a critical perspective, update your knowledge for personal and professional development, and understand the importance of lifelong learning

 

 

 

 

 

6

Taking into account the variability of national and international dynamics, he can show that he understands the importance of thinking flexibly and producing creative solutions to be successful in professional life.

 

 

 

 

 

7

Will be able to understand, follow and interpret global dynamics in business science and intensified subfields (management and organization, accounting and finance, numerical methods, production and marketing); At the international institutional level, have sufficient knowledge of English to communicate effectively, in writing and verbally.

 

 

 

 

 

8

Can express its knowledge in Turkish and / or English clearly and clearly in the national and international academic and professional contexts, the results of its studies, ideas and interpretations, knowledge and experience in the fields of general business science and its subdivisions in other disciplines and units using the necessary data , Can offer and share.

 

 

 

 

 

9

Can show that understanding the differences between cultures and individuals understands the importance of respect, and can communicate by showing the necessary empathy in social and professional environments created by individuals from different cultures.

 

 

 

 

 

10

Can effectively use information technologies that are valid and widely used in the field of business science and specialization.

 

 

 

 

 

11

Be able to judge the concepts of business ethics and social responsibility, evaluate the applications of these concepts, and show that it is important to act in accordance with these principles to add collective value.

 

 

 

 

 

12

Can know the ecologic, social and individual dimensions of social responsibility and with that perspective can show understand that actively citizenship work.

 

 

 

 

 

13

Can show understands the importance of the scientific perspective that is required for social development and for global competitiveness and the universality of the social rights that constitute the basis of contemporary societies and the concepts of social justice

 

 

 

 

 

14


  For corporate sustainability, can shows how understands the importance of quality management, business health and safety, professional and cultural respect, and corporate ethics principles

 

 

 

 

 

15

Can use contemporary concepts, theories and models related to business science and specialty branches, field-specific research methods to solve problems, analyze and research on field related issues, how to reach the necessary resources for continuous improvement of field knowledge and historical development of field.

 

 

 

 

x

16

Can show that the business possesses basic knowledge at the international level in legal, political, economic and social issues surrounding the field of science and specialties (management and organization, accounting and finance, quantitative methods, production and marketing).

 

 

 

 

 

x

17

Can show that has an analytical mindset and that it can use advanced institutional and practical knowledge in the field of business science and specialization (management and organization, accounting and finance, numerical methods, production and marketing)

 

 

 

 

x

18

Can evaluate and interpret quantitative and qualitative data with theoretical, factual and research methods information, identify problems, analyze data and produce solutions by evaluating the results

 

 

 

 

x

19

Can critically think about the organization / organization, and can associate, integrate, interpret new knowledge and understand the interdisciplinary interaction in the field of science and specialist subdivisions (management and organization, accounting and finance, numerical methods, production and marketing) with information from other fields.

 

 

 

 

 

 

ECTS

Activity

Number

Time
(Hour)

Total workload

(Hour)

Lesson time

16

3

48

Working time out of class (reworking)

16

5

80

Homework

2

4

8

Midterm

1

4

4

Final

1

5

5

Total workload

 

 

132

Total workload / 25 (s)

 

 

5,92

Lesson’s AKTS Credits

 

 

6