Course Details

STRATEGIC BRAND MANAGEMENT

Course Information

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

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	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
Course Coordinator	Associate Prof.Dr. FATMA SELEN MADENOĞLU
Name of Lecturers	Personal OĞUZHAN HERDEM
Assistants	Research Assist. ÖMER FARUK ÜNLÜSOY
Work Placement(s)	No

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	Quantity	Percentage
Yarıyıl İçi Çalışmalarının Başarı Notunun Katkısı	2	% 30
Yarıl yılSonu Sınavı/Dönem Projesinin Başarı Notuna Katkısı	1	% 50
Ödev	2	% 20
Total	5	% 100

ECTS Allocated Based on Student Workload

Activities	Quantity	Duration	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	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.	-	-

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