Brand Strategies
cdincer@gsu.edu.tr
Content
Objective
Main course objective is to examine the strategies for building strong brands. The other objective of the course is to discuss new developments and trends in brand strategies.
Course Content
Week 1. Brand Concept
Week 2. The importance of the brand
Week 3. Brand management
Week 4. Brand communication
Week 5. Building strong brands
Week 6. Brand strategies
Week 7. Brand Identity
Week 8. Brand Value
Week 9. Brand Equity
Week 10. Strategic Brand Management Process
Week 11. Brand Positioning
Week 12. Brand Extension
Week 13. Brand Performance
Week 14. Integrated Marketing Communications to Build Brand
Course Learning Outcomes
Successful brand management
2. Defining brand communication
3. Focus on brand value
4. Brand equity and building strong brands
References
Richard Elliott, Larry Percy, Strategic Brand Management, Second Edition, Oxford University Press, 2011.
Assessment System
| Activities | Number | Contribution |
|---|---|---|
| Contribution of in-term studies to overall grade | 1 | 40 |
| Contribution of final exam to overall grade | 1 | 60 |
| Total | 2 | 100 |
| Activities | Number | Contribution |
|---|---|---|
| Assignments | 1 | 40 |
| Presentation | 0 | 0 |
| Midterm Examinations (including preparation) | 0 | 0 |
| 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 | 0 | 0 |
| Total | 1 | 40 |
Relation of Proficiency
| No | Program Learning Outcomes | Contribution | ||||
|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | ||
| 1 | Upon successful completion of the course the student should be able to understand the fundamentals and the development of scientific thought. | X | ||||
| 2 | Upon successful completion of the course the student should be able to analyze and interpret existing theoretical approaches, and to achieve a new synthesis. | X | ||||
| 3 | Upon successful completion of the course the student should be able to develop expertise in the field through information and experience from different sectors, such as production, marketing, management, accounting and finance. | X | ||||
| 4 | Upon successful completion of the course the student should be able to have a critical mind and to preserve intellectual independence. | X | ||||
| 5 | Upon successful completion of the course the student should be able to combine both advanced level and up to date theoretical and practical knowledge in his/her work. | X | ||||
| 6 | Upon successful completion of the course the student should be able to produce original scientific research. | X | ||||
| 7 | Upon successful completion of the course the student should be able to use qualitative and quantitative research methods expertly. | X | ||||
| 8 | Upon successful completion of the course the student should be able to innovate scientific methods by developing new ones or by applying known scientific methods to new areas. | X | ||||
| 9 | Upon successful completion of the course the student should be able to publish and present own work at reputable international conferences and in indexed journals. | X | ||||
| 10 | Upon successful completion of the course the student should be able to collaborate for research and education purposes with experts from different nationalities and disciplines. | X | ||||
| 11 | Upon successful completion of the course the student should be able to demonstrate sensitivity to the problems between society and the business community, and be proactive in the understanding, investigating and solving of these issues. | X | ||||
| 12 | Upon successful completion of the course the student should be able to regard the scientific ethics with uppermost importance while pursuing their future work. | X | ||||