| Semester | Course Unit Code | Course Unit Title | T+P+L | Credit | Number of ECTS Credits |
| 7 | BA448 | STRATEGIC BRAND MANAGEMENT | 3+0+0 | 3 | 5 |
|
Language of Instruction
|
English
|
|
Level of Course Unit
|
Bachelor's Degree
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|
Department / Program
|
BUSINESS ADMINISTRATION
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Type of Program
|
Formal Education
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|
Type of Course Unit
|
Elective
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Course Delivery Method
|
Face To Face
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|
Objectives of the Course
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Understand the definitions of brand equity, brand performance and key principles of strategic brand management
Identify resources and outcomes of brand equity
Apply marketing theories to real-life brand management
Analyze the brand strategy and make effective suggestions for companies
|
|
Course Content
|
This course aims to enable students to understand profitable brand strategies by building, measuring, and managing brand equity. This course helps students to practice and enhance their knowledge by discussing past and present marketing activities, events and case studies. This course provides a deeper understanding of brand equity in three main titles; creation of brand equity, measurements of brand equity and maintaining of brand equity to extend the business opportunities.
|
|
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
|
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Course Coordinator
|
Associate Prof.Dr. FATMA SELEN MADENOĞLU
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Name of Lecturers
|
Personal OĞUZHAN HERDEM
|
|
Assistants
|
Research Assist. ÖMER FARUK ÜNLÜSOY
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|
Work Placement(s)
|
No
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Recommended or Required Reading
Course Category
|
Social Sciences
|
%100
|
|
|
Field
|
%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
|
|
Yarıyıl İçi Çalışmalarının Başarı Notunun Katkısı
|
2
|
%
30
|
|
Yarıl yılSonu Sınavı/Dönem Projesinin Başarı Notuna Katkısı
|
1
|
%
50
|
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Ödev
|
2
|
%
20
|
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Total
|
5
|
%
100
|
ECTS Allocated Based on Student Workload
|
Activities
|
Total Work Load
|
|
Belirsiz
|
5
|
13
|
65
|
|
Yazılı Sınav
|
1
|
3
|
3
|
|
Grup Projesi
|
1
|
10
|
10
|
|
Sunum için Hazırlık
|
1
|
5
|
5
|
|
Sunum
|
1
|
1
|
1
|
|
Okuma
|
1
|
1
|
1
|
|
Rapor
|
1
|
15
|
15
|
|
Araştırma
|
1
|
5
|
5
|
|
Seminer
|
1
|
3
|
3
|
|
Yüz Yüze Ders
|
14
|
3
|
42
|
|
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
| Explain the definitions of brand equity, brand performance and key principles of strategic brand management |
|
2
| Determine the resources and outcomes of brand equity |
|
3
| Evaluate how brands are leveraged/extended over time domestically and internationally |
|
4
| Implement marketing theories to real-life brand management |
|
5
| Analyze the brand strategy and brand value over a period of time |
Weekly Detailed Course Contents
| Week | Topics | Study Materials | Materials |
| 1 |
Brands and Brand Management
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|
|
| 2 |
Customer-Based Brand Equity
|
|
|
| 3 |
Brand Positioning
|
|
|
| 4 |
Choosing Brand Elements to Build Brand Equity
|
|
|
| 5 |
Designing Marketing Programs to Build Brand Equity
|
|
|
| 6 |
Midterm exam
|
|
|
| 7 |
LFW
|
|
|
| 8 |
Integrating Marketing Communications to Build Brand Equity
|
|
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| 9 |
Leveraging Secondary Brand Associations to Build Brand Equity
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|
|
| 10 |
Developing a Brand Equity Measurement and Management System
|
|
|
| 11 |
Measuring Sources of Brand Equity: Capturing Customer Mind-Set
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|
|
| 12 |
Measuring Outcomes of Brand Equity: Capturing Market Performance
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|
|
| 13 |
Designing and Implementing Branding Strategies
Managing Brands over Time
|
|
|
| 14 |
Final Exam
|
|
|
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=71926&lang=en