Brand Management(RPP414)
Course Code | Course Name | Semester | Theory | Practice | Lab | Credit | ECTS |
---|---|---|---|---|---|---|---|
RPP414 | Brand Management | 8 | 2 | 0 | 0 | 2 | 5 |
Prerequisites | |
Admission Requirements |
Language of Instruction | Turkish |
Course Type | Compulsory |
Course Level | Bachelor Degree |
Course Instructor(s) | Elgiz YILMAZ ALTUNTAŞ elyilmaz@gsu.edu.tr (Email) |
Assistant | |
Objective |
Brand, branding and brand equity concepts will be defined and strategies of high equity brands will be explained and examples will be given brand managements key concepts such as brand loyalty, familiarity, associations and perceived quality will be explained in detail and their interrelation and interaction will be given with supporting examples, strategic analysis and its components needed for the success of a brand will be defined; basic concepts such as product, corporation, personality and symbol will defined and explained in accordance within brand identity strategies of brand stretching / extension will be explained and specific cases will be given and analysed. |
Content |
Week 1. Brand, branding and brand equity concepts Week 2. Key concepts constituting brand equity Week 3. Brand loyalty and familiarity Week 4. Importance of quality and perceived quality for brands Week 5. Brand associations Week 6. Name, symbol and slogan and their relation with brand association Week 7. Mid-term exam Week 8.Strategic brand analysis: Customer, competition and internal analysis. Week 9. Cases for strategic brand analysis. Week 10. Key concepts constituting brand identity Week 11. Brand as product and corporation Week 12.Brand as person and symbol Week 13. Brand stretching/extension decisions Week 14. Brand stretching/extension strategies |
Course Learning Outcomes |
At the end of this course the participant will be able to: -Define brand, branding and brand equity concepts and their interrelation with each other and explain the importance of brand management for companies and preconditions necessary for brand management. -Define the basic concepts of strategic brand analysis and explain the importance of this analysis for brand management. -Define the brand identity components prerequisite for high brand equity and explain the relationship of each with brand. -Explain strategically importance of brand stretching/ extension for brand management. |
Teaching and Learning Methods | Literature review, case analysis |
References |
Keller, L.K., (2013) "Strategic Brand Management", Pearson Kapferer, N., (2012) "The New Strategic Brand Management", KoganPage Kotler, P., (2020) "Principles of Marketing", Pearson |
Theory Topics
Week | Weekly Contents |
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Practice Topics
Week | Weekly Contents |
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Contribution to Overall Grade
Number | Contribution | |
---|---|---|
Toplam | 0 | 0 |
In-Term Studies
Number | Contribution | |
---|---|---|
Assignments | 0 | 0 |
Presentation | 0 | 0 |
Midterm Examinations (including preparation) | 1 | 40 |
Project | 0 | 0 |
Laboratory | 0 | 0 |
Other Applications | 0 | 0 |
Quiz | 0 | 0 |
Term Paper/ Project | 0 | 0 |
Portfolio Study | 0 | 0 |
Reports | 0 | 0 |
Learning Diary | 0 | 0 |
Thesis/ Project | 0 | 0 |
Seminar | 0 | 0 |
Other | 1 | 60 |
Toplam | 2 | 100 |
No | Program Learning Outcomes | Contribution | ||||
---|---|---|---|---|---|---|
1 | 2 | 3 | 4 | 5 | ||
1 | Will have effective written and oral communication skills in Turkish | X | ||||
2 | Will have a thorough knowledge of at least two foreign languages | X | ||||
3 | Will be informed about art and culture, human rights, social, professional and ethical values, law and legislation, quality standards, and will be aware of their responsibility on these subjects | X | ||||
4 | Will have sufficient knowledge about social sciences, professions and sectors in communication and media, innovative and entrepreneurial practices | X | ||||
5 | Will have the ability to use, in an effective and creative way, the techniques and tools and information technologies necessary for interactive and conventional media, in the context of health and safety in the workplace | X | ||||
6 | Will have the ability to develop documentary and fictional content related to their field for interactive and conventional media; also the ability to produce and manage this content in group | X | ||||
7 | Will have the theoretical knowledge and ability to carry out and share scientific work on communication environments and processes of interactive and conventional media and on the individual and social outcomes of the latter | X | ||||
8 | Will have the knowledge of analysis and modelling techniques to analyse interactive and conventional media and the communication environments and processes | X | ||||
9 | Will have the ability to question and critically analyse developments and problems concerning interactive and conventional media and the communication environments and processes, will be aware of the public interest, social responsibility and the environment, will be sensitive to contemporary world’s and Turkey's current problems; will develop a libertarian, democratic, constructive and problem-solving approach | X | ||||
10 | They are familiar with the historical development processes of electronic, digital media and film; and the current developments in these fields | |||||
11 | They learn sociological, cultural and aesthetic approaches in electronic, digital media and film | |||||
12 | They learn the political economy of cultural industries, labour and production relations, analysis of marketing and consumption patterns. | |||||
13 | They learn at a first level how to use the equipment necessary for the production of audio-visual content for TV, radio and digital media and of films in different genres | |||||
14 | They gain experience in conducting creative activities in electronic, digital media and film; in producing and working in groups | |||||
15 | They acquire theoretical information in the fields of public relations, advertising, integrated marketing communication and organizational communication | X | ||||
16 | They are familiar with the research, planning, implementation and evaluation processes in public relations and advertising; they can create campaigns, present them effectively and write reports | X | ||||
17 | They have knowledge of organisational communication, crisis and risk communication, reputation management, media relations, media planning, digital media management, brand management and interpersonal communication. They are able to carry out activities in these areas | X | ||||
18 | They use public relations and advertising strategies and tactics appropriate to the specificities of conventional and new media | X | ||||
19 | They are aware of legal regulations, ethical codes in public relations and advertising, and they remain faithful to them | X | ||||
20 | They are familiar with the different theoretical approaches regarding the social place, role and functions of journalism as a social institution and phenomenon; they are familiar with the process of producing information for conventional and digital media | |||||
21 | They are familiar with the structural and technical specificities, management characteristics of conventional/mainstream media, as well as alternative media structures | |||||
22 | They are familiar with the new conceptual and theoretical discussions emerging from interactive/digital media in terms of social sciences and humanities | |||||
23 | They are familiar with the historical development of journalism in Turkey and in the world; they can analyse it in the context of social and political history | |||||
24 | They have the ability to effectively use information technology, printing and publishing techniques; to write a press article using data collected on the web and on social media, to visualize this data and to publish it |
Activities | Number | Period | Total Workload |
---|---|---|---|
Total Workload | 0 | ||
Total Workload / 25 | 0,00 | ||
Credits ECTS | 0 |