| Semester | Course Unit Code | Course Unit Title | T+P+L | Credit | Number of ECTS Credits |
| 5 | BA329 | BRAND VALUE CREATION AND MAXIMIZATION | 3+0+0 | 3 | 5 |
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Language of Instruction
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English
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Level of Course Unit
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Bachelor's Degree
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Department / Program
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BUSINESS ADMINISTRATION
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Type of Program
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Formal Education
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Type of Course Unit
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Elective
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Course Delivery Method
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Face To Face
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Objectives of the Course
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Understanding the importance of branding and brand planning to create value for an individual and/or corporation
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Course Content
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Creation of a new brand. • Re-branding of an existing product, service, company, conglomerate • Branding a person or social responsibility effort. • Preparing a brand for the multinational brand launch. • Marketing is the battle of perceptions not products. • The brand is the primary benefit communicator and is most of the time the sole perception builder for any corporation. • Companies exist to create value. Among various deliverables for shareholders, brand value has been one of the major focal points for the past decade. • A brand is a promise made to its customers and its owners. Promises kept yield loyal customers and will produce a steady stream of profits for years to come. • Brand equity is at its root the aggregate value of the future purchases of its customers. And that is what brand marketing must maintain and grow.
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Course Methods and Techniques
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Initial Project Report Submission 20%
Group Presentation – Graded Individually 20%
Midterm Exam 30%
Final Project Submission 30%
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Prerequisites and co-requisities
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None
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Course Coordinator
|
Asist Prof.Dr. STAFF ba@agu.edu.tr
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Name of Lecturers
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None
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Assistants
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None
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Work Placement(s)
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No
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Recommended or Required Reading
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Resources
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Kitap
Slides
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|
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• Net promoter score • Qualitative and quantitative research • Brand plan methodology • Identity shaping • Elements of a brand • The creative solution • Communication mix, communication themes and platforms • Presentation techniques to persuade • Brand equity calculation and budgeting • Goodwill and intangible asset definition • The team • Defining the Key stake holder • Launch techniques • Global platforms and culture • The future of branding • Introduction to soft power • Human to human • Beat, sound, color, senses and manipulation
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|
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slayt, kitap
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|
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proje
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midterm
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Planned Learning Activities and Teaching Methods
Activities are given in detail in the section of "Assessment Methods and Criteria" and "Workload Calculation"
Assessment Methods and Criteria
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In-Term Studies
|
|
Yarıyıl İçi Çalışmalarının Başarı Notunun Katkısı
|
14
|
%
10
|
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Quiz/Küçük Sınav
|
1
|
%
30
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Ödev
|
1
|
%
10
|
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Sunum/Seminer
|
1
|
%
10
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Final examination
|
1
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%
40
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Total
|
18
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%
100
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ECTS Allocated Based on Student Workload
|
Activities
|
Total Work Load
|
|
Yazılı Sınav
|
1
|
20
|
20
|
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Grup Sunumu
|
1
|
2
|
2
|
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Sunum için Hazırlık
|
1
|
20
|
20
|
|
Sunum
|
1
|
2
|
2
|
|
Proje
|
1
|
20
|
20
|
|
Okuma
|
1
|
14
|
14
|
|
Rapor
|
1
|
10
|
10
|
|
Araştırma
|
1
|
14
|
14
|
|
Seminer
|
1
|
3
|
3
|
|
Yüz Yüze Ders
|
1
|
15
|
15
|
|
Derse Devam
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1
|
10
|
10
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Final Sınavı
|
1
|
20
|
20
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Total Work Load
| |
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Number of ECTS Credits 5
150
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Course Learning Outcomes: Upon the successful completion of this course, students will be able to:
| No | Learning Outcomes |
|
1
| The first objective of this course is to introduce participants to the methodology of assessment, planning and execution of branding process. |
|
2
| The second objective is to provide you with specific real time examples to underline the importance of brand value management for a corporation, its shareholders, investors and other stakeholders. |
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3
| The third objective is to develop skills in team selection, third party management, and expectation management for healthy sustainable returns. |
Weekly Detailed Course Contents
| Week | Topics | Study Materials | Materials |
| 1 |
Introduction to Consumer Behaviour
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Reading
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| 2 |
Consumer Behavior and Technology
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|
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| 3 |
Market Segmentation and Real-Time Bidding
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|
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| 4 |
Consumer Motivation and Personality
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|
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Recommended Optional Programme Components
Contribution of Learning Outcomes to Programme Outcomes
Contribution: 1: Very Slight 2:Slight 3:Moderate 4:Significant 5:Very Significant
https://sis.agu.edu.tr/oibs/bologna/progCourseDetails.aspx?curCourse=71915&lang=en