Course Details

BRAND VALUE CREATION AND MAXIMIZATION

Course Information

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

Course Details

Language of Instruction	English
Level of Course Unit	Bachelor's Degree
Department / Program	BUSINESS ADMINISTRATION
Type of Program	Formal Education
Type of Course Unit	Elective
Course Delivery Method	Face To Face
Objectives of the Course	Introduce the key concepts in branding. Provide the knowledge about brand equity and its founding dimensions. Provide the knowledge of brand management, how to create and measure. Provide the students better interpret why strong brands are useful
Course Content	One of the most valuable assets a firm has are the brands it has invested in and developed over time. Although competitors can often duplicate manufacturing processes and factory designs, it is not so easy to reproduce strongly held beliefs and attitudes established in the minds of consumers. The main focus of this lecture, which is brand equity, can provide valuable perspective and a common denominator to interpret the potential effects and trade-offs of various strategies and tactics for the branding concept.
Course Methods and Techniques	Initial Project Report Submission 20% Group Presentation – Graded Individually 20% Midterm Exam 30% Final Project Submission 30%
Prerequisites and co-requisities	None
Course Coordinator	Asist Prof.Dr. Serap SARP ba@agu.edu.tr
Name of Lecturers	Asist Prof.Dr. SERAP SARP
Assistants	None
Work Placement(s)	No

Recommended or Required Reading

Resources	Kitap Slides
	• 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
	slayt, kitap
	proje
	midterm

Course Category

Social Sciences

%100

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

In-Term Studies	Quantity	Percentage
Yarıyıl İçi Çalışmalarının Başarı Notunun Katkısı	14	% 10
Quiz/Küçük Sınav	1	% 30
Ödev	1	% 10
Sunum/Seminer	1	% 10
Final examination	1	% 40
Total	18	% 100

ECTS Allocated Based on Student Workload

Activities	Quantity	Duration	Total Work Load
Yazılı Sınav	1	20	20
Grup Sunumu	1	2	2
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	1	10	10
Final Sınavı	1	20	20
Total Work Load			Number of ECTS Credits 5 150

Course Learning Outcomes: Upon the successful completion of this course, students will be able to:

No	Learning Outcomes
1	Define brand concept and explain why brands are important.
2	Identify the steps in the strategic brand management process.
3	Outline the sources and outcomes of customer- based brand equity.
4	Identify the stages in the brand value chain.

Weekly Detailed Course Contents

Week	Topics	Study Materials
1	Introduction to Consumer Behaviour	Reading
2	Consumer Behavior and Technology
3	Market Segmentation and Real-Time Bidding
4	Consumer Motivation and Personality

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