Brand Management
elyilmaz@gsu.edu.tr
Content
Objective
The objective of this course is to analyze the brand management process which enclose what is brand, forming brand identity, brand personality, brand image, offering the brand to target customers, creating brand loyalty, determining brand value, brand positioning and to evaluate this process with local, national and international case studies.
Course Content
Week 1. What is brand and related notions
Week 2. Brand management process
Week 3. Brand identity, brand personality, brand image
Week 4. Brand architecture, brand alliance
Week 5. Brand culture and brand promise
Week 6. Midterm exam
Week 7. Brand positioning strategies
Week 8. Branding strategies
Week 9. Brand loyalty
Week 10. Brand’s corporate associations in brand management
Week 11. Invitation of a specialist
Week 12. Invitation of a specialist
Week 13. Invitation of a specialist
Week 14. Invitation of a specialist
Course Learning Outcomes
At the end of this course, the student will be able;
1. To define what is brand and related notions
2. To evaluate brand management process
3. To define what are brand identity, brand personality, brand image and to compare them
4. To notice the importance of brand positioning with real case studies
5. To evaluate the important brand’s corporate associations in brand management
6. To plan branding strategies suitable for target customers and target market
7. To define what is brand loyalty and how to develop a strong loyalt strategy
8. To evaluate the importance of being social responsibility oriented brand, being local and/or international and the subliminal quality
Teaching and Learning Methods
To learn the basic theories of brand management by analyzing examples of the different communication areas and making comparisons between them.
References
1) David A.Aaker, “Managing Brand Equity”, Free Press, 1991.
2) David A.Aaker, “Güçlü Markalar Yaratmak”, Mediacat Kitapları
3) Philip Kotler “B2B Marka Yönetimi”, Mediacat Kitapları
4) Philip Kotler, Principles of Marketing, 9th Edition, Prentice Hall.
5) Richard Rosenbaum-Elliott, Larry Percy, and Simon Pervan, “Strategic Brand Management”, Oxford University Press, 2011.
6) Nurhan Babür Tosun, İletişim Temelli Marka Yönetimi, Beta Yayınları, 2010.
Periodicals:
Harward Business Review
Journal of Public Relations Research
Journal of Advertising
Journal of International Marketing
Public Relations Quarterly
Public Relations Review
Weekly Contents
| Week | Weekly Contents |
|---|---|
| 1 | What is brand and related notions |
| 2 | Brand management process |
| 3 | Brand identity, brand personality, brand image |
| 4 | Brand architecture, brand alliance |
| 5 | Brand culture and brand promise |
| 6 | Midterm exam |
| 7 | Brand positioning strategies |
| 8 | Branding strategies |
| 9 | Brand loyalty |
| 10 | Brand’s corporate associations in brand management |
| 11 | Invitation of a specialist |
| 12 | Invitation of a specialist |
| 13 | Invitation of a specialist |
| 14 | Invitation of a specialist |
Assessment System
| Activities | Number | Contribution |
|---|---|---|
| Contribution of in-term studies to overall grade | 4 | 50 |
| Contribution of final exam to overall grade | 1 | 50 |
| Total | 5 | 100 |
| Activities | Number | Contribution |
|---|---|---|
| Assignments | 1 | 10 |
| Presentation | 1 | 10 |
| Midterm Examinations (including preparation) | 1 | 25 |
| 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 | 5 |
| Make-up | 0 | 0 |
| Total | 3 | 50 |
Relation of Proficiency
| No | Program Learning Outcomes | Contribution | ||||
|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | ||
| 1 | He/she acquires the knowledge and skills necessary to produce and manage effective communication strategies in digital platforms. | X | ||||
| 2 | He/she knows and interprets theoretical approaches concerning the main dynamics of the information society. | X | ||||
| 3 | He/she interprets, evaluates and analyses the data using high level theoretical and practical knowledge and skills in the field of public relations and advertising and he/she proposes solutions. | X | ||||
| 4 | He/she knows the developments and innovations in the fields of communication and information technologies and he/she interprets them through a critical approach. | X | ||||
| 5 | He/she knows and uses research, assessment and presentation techniques in the social sciences. | X | ||||
ECTS
| Activities | Number | Period | Total Workload |
|---|---|---|---|
| Class Hours | 14 | 3 | 42 |
| Working Hours out of Class | 20 | 3 | 60 |
| Assignments | 2 | 5 | 10 |
| Presentation | 2 | 2 | 4 |
| Midterm Examinations (including preparation) | 1 | 8 | 8 |
| Project | 0 | 0 | 0 |
| Laboratory | 0 | 0 | 0 |
| Other Applications | 0 | 0 | 0 |
| Final Examinations (including preparation) | 1 | 8 | 8 |
| Quiz | 0 | 0 | 0 |
| Term Paper/ Project | 0 | 0 | 0 |
| Portfolio Study | 0 | 0 | 0 |
| Reports | 0 | 0 | 0 |
| Learning Diary | 3 | 3 | 9 |
| Thesis/ Project | 0 | 0 | 0 |
| Seminar | 0 | 0 | 0 |
| Other | 0 | 0 | 0 |
| Make-up | 0 | 0 | 0 |
| Yıl Sonu | 0 | 0 | 0 |
| Hazırlık Yıl Sonu | 0 | 0 | 0 |
| Hazırlık Bütünleme | 0 | 0 | 0 |
| Total Workload | 141 | ||
| Total Workload / 25 | 5.64 | ||
| Credits ECTS | 6 | ||