Master Program in Strategic Communications Management

Analysis of Brand Management Strategies(SİY 661)

Course Code Course Name Semester Theory Practice Lab Credit ECTS
SİY 661 Analysis of Brand Management Strategies 1 2 0 0 2 4
Prerequisites
Admission Requirements
Language of Instruction Turkish
Course Type Elective
Course Level Masters Degree
Course Instructor(s) Çiğdem ERSAYIN cersayin@gmail.com (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 Case analysis, PPT presentations
References Kapferer, Strategic Brand Management
David, A.A. (1996). Building Strong Brands, New York: The Free
Press.
David, A.A. (1991). Managing Brand Equity, New York: The Free
Press.
Haig, M. (2006). Brand Royalty, London: Kogan Page Limited.
Related academic articles
Print the course contents
Theory Topics
Week Weekly Contents
1 Week 1. Brand, branding and brand equity concepts
2 Week 2. Key concepts constituting brand equity
3 Week 3. Brand loyalty and familiarity
4 Week 4. Importance of quality and perceived quality for brands
5 Week 5. Brand associations
6 Week 6. Name, symbol and slogan and their relation with brand association
7 Week 7. Mid-term exam
8 Week 8.Strategic brand analysis: Customer, competition and internal analysis.
9 Week 9. Cases for strategic brand analysis.
10 Week 10. Key concepts constituting brand identity
11 Week 11. Brand as product and corporation
12 Week 12.Brand as person and symbol
13 Week 13. Brand stretching/extension decisions
14 Week 14. Brand stretching/extension strategies
Practice Topics
Week Weekly Contents
Contribution to Overall Grade
  Number Contribution
Contribution of in-term studies to overall grade 1 40
Contribution of final exam to overall grade 1 60
Toplam 2 100
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 0 0
Toplam 1 40
No Program Learning Outcomes Contribution
1 2 3 4 5
1 Acknowledge strategic thinking and analytical skills required to solve communication problems. X
2 Design, implement and manage specific projects in the field of strategic communication. X
3 Acknowldge new communication technologies, crisis and risk communication management, persuasion, efficiency in intercultural communication etc. X
4 Implements and promotes the professional code of ethics. X
5 Realise the correlations between culture, communication and modifications of the organisations. X
Activities Number Period Total Workload
Class Hours 14 2 28
Working Hours out of Class 14 2 28
Midterm Examinations (including preparation) 1 10 10
Final Examinations (including preparation) 1 10 10
Total Workload 76
Total Workload / 25 3,04
Credits ECTS 3
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