Non Thesis Master Program in Marketing Communication Managament

Brand Management(CO-E 614)

Course Code Course Name Semester Theory Practice Lab Credit ECTS
CO-E 614 Brand Management 1 3 0 0 3 6
Prerequisites
Admission Requirements
Language of Instruction Turkish
Course Type Compulsory
Course Level Masters Degree
Course Instructor(s) Elgiz YILMAZ ALTUNTAŞ elyilmaz@gsu.edu.tr (Email)
Assistant
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.
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
Print the course contents
Theory Topics
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
Practice Topics
Week Weekly Contents
Contribution to Overall Grade
  Number Contribution
Contribution of in-term studies to overall grade 0 50
Contribution of final exam to overall grade 0 50
Toplam 0 100
In-Term Studies
  Number Contribution
Assignments 2 10
Presentation 2 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
Toplam 5 50
No Program Learning Outcomes Contribution
1 2 3 4 5
1 The student can ımprove corporate marketing strategies. X
1 The student can ımprove corporate marketing strategies. X
2 Student can produce brand management strategies. X
3 The student can analyse advertising campaigns. X
4 The student have knowledge about research methodes. X
5 The student have knowledge about corporate identity and corporate image. X
6 The student can follow trends and innovative developpements on communication. X
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
Total Workload 141
Total Workload / 25 5,64
Credits ECTS 6
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