Communication

Brand Management(RPP414)

Content
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
Print the course contents
Weekly Contents
Theory Topics
Week Weekly Contents
Practice Topics
Week Weekly Contents
Assessment System
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
Relation of Proficiency
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
ECTS
Activities Number Period Total Workload
Total Workload 0
Total Workload / 25 0.00
Credits ECTS 0
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