Brand Management(CO-E 614)
| Course Code | Course Name | Semester | Theory | Practice | Lab | Credit | ECTS |
|---|---|---|---|---|---|---|---|
| CO-E 614 | Brand Management | 2 | 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 |
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 | 4 | 50 |
| Contribution of final exam to overall grade | 1 | 50 |
| Toplam | 5 | 100 |
In-Term Studies
| 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 |
| Toplam | 3 | 50 |
| No | Program Learning Outcomes | Contribution | ||||
|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | ||
| 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 |
| Final Examinations (including preparation) | 1 | 8 | 8 |
| Learning Diary | 3 | 3 | 9 |
| Total Workload | 141 | ||
| Total Workload / 25 | 5,64 | ||
| Credits ECTS | 6 | ||