| Teaching Staff
|
Dr. Öğr. Üyesi Leyla GÖDEKMERDAN ÖNDER |
| Language of Instruction |
Türkçe (Turkish) |
| Type Of Course |
Compulsory |
| Prerequisites |
No pre-requisites |
| Recommended Optional Programme Component |
|
| Course Objectives |
The aim is for the student to define the concept of brand and to create effective and successful brand strategies. |
| Course Content |
The Strategic Brand Management course examines the strategies and tools needed to increase the value of brands and achieve sustainable competitive advantage. The course covers fundamental topics such as brand positioning, brand identity creation and brand communication, as well as methods for measuring and managing brand performance. |
| Learning Outcomes (LO) |
Students will have the knowledge and skills to analyze and implement the strategic management processes of brands.
They will be able to develop effective communication strategies for brands with their target audiences.
Students will have the ability to evaluate brand performance by determining and implementing the necessary strategies to increase brand value. |
| Mode of Delivery |
Face to face |
| Course Outline |
| Week |
Topics |
| 1. Week |
Product and Brand Concept |
| 2. Week |
Brand Management |
| 3. Week |
Types of Brands |
| 4. Week |
Brand Positioning |
| 5. Week |
Brand Equity |
| 6. Week |
Brand Equity |
| 7. Week |
Brand Growth Strategies |
| 8. Week |
MIDTERM EXAM |
| 9. Week |
Brand Personality |
| 10. Week |
Brand Image |
| 11. Week |
Strategic Branding Decisions |
| 12. Week |
Successful Brand Examples |
| 13. Week |
General Review |
| 14. Week |
FINAL EXAM |
|
| Assessment |
| |
Percentage(%) |
| Mid-term (%) |
40 |
| Quizes (%) |
|
| Homeworks/Term papers (%) |
|
| Practice (%) |
|
| Labs (%) |
|
| Projects/Field Work (%) |
|
| Seminars/Workshops (%) |
|
| Final (%) |
60 |
| Other (%) |
|
| Total(%) |
100 |
|
| Course Book (s) and/or References |
|
| Work Placement(s) |
|
| The Relationship between Program Qualifications (PQ) and Course Learning Outcomes (LO) |
| | PQ1 | PQ2 | PQ3 | PQ4 | PQ5 | PQ6 | PQ7 | PQ8 | PQ9 | PQ10 | PQ11 | PQ12 | PQ13 | PQ14 | LO1 | 5 | | | | | | 3 | 3 | | | | | | | LO2 | | 5 | | 2 | | | | | | | 5 | | 5 | | LO3 | 5 | | | 5 | | | | | | | | | 5 | |
* Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |