Course Details

Course Information

Semester	Course Unit Code	Course Unit Title	T+P+L	Credit	Number of ECTS Credits	Last Updated Date
5	BA329	BRAND VALUE CREATION AND MAXIMIZATION	3+0+0	3	5	11.09.2025

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	Introducing key concepts and principles of branding. Exploring the foundations and dimensions of brand equity. Analyzing how strong brands are created, managed, and measured. Enhancing students’ ability to interpret the strategic value of branding decisions.
Course Content	This course explores how brands contribute to a firm’s long-term value and competitive advantage. It focuses on the concept of brand equity and how perceptions shaped in consumers' minds create lasting value. Students will learn to assess branding strategies, understand the dimensions of brand equity, and explore the brand value chain. The course equips students with analytical tools to evaluate brand performance and develop strategic insights for creating and sustaining brand value in a competitive marketplace.
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
Course Notes	• 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
Documents	slayt, kitap
Assignments	proje
Exams	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	Explain the brand concept and its strategic importance.
2	Identify the stages of the strategic brand management process.
3	Outline the sources and implications of customer-based brand equity.
4	Evaluate the brand value chain to understand how brand equity is built and maximized.

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=79279&lang=en