FACULTY OF BUSINESS

Department of Business Administration

BA 324 | Course Introduction and Application Information

Course Name
Brand Management
Code
Semester
Theory
(hour/week)
Application/Lab
(hour/week)
Local Credits
ECTS
BA 324
Fall/Spring
3
0
3
6

Prerequisites
None
Course Language
English
Course Type
Elective
Course Level
First Cycle
Mode of Delivery -
Teaching Methods and Techniques of the Course -
Course Coordinator
Course Lecturer(s)
Assistant(s)
Course Objectives To understand brands, branding and brand equity, to develop appropriate brand messages and media strategies, and to learn branding is an interactive process requiring consistent and enduring marketing communication.
Learning Outcomes The students who succeeded in this course;
  • Explain core concepts of brand management and explain the purpose of branding.
  • Evaluate the impacts of global business world on brand management.
  • Understand the elements of brand equity and the stages in building brand equity
  • Evaluate the impacts of global business world on brand management.
Course Description This course deals with issues about brand and brand management. Brand management process and the factors affecting this process will be examined and discussed based on examples. Students will also work on a competitive brand management simulation game and conduct a semi-structured brand audit.

 



Course Category

Core Courses
Major Area Courses
X
Supportive Courses
Media and Management Skills Courses
Transferable Skill Courses

 

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week Subjects Related Preparation
1 Introduction to the Course
2 Review of Basics of Marketing
3 Brands and Brand Management Kevin Lane Keller, Strategic Brand Management, (PrenticeHall).chpt 1
4 Customer-Based Brand Equity and Brand Positioning Kevin Lane Keller, Strategic Brand Management, (PrenticeHall) chpt 2
5 Brand Resonance and the Brand Value Chain- Choosing Brand Elements to Build Brand Equity Kevin Lane Keller, Strategic Brand Management, (PrenticeHall) chpt 3 -4
6 Designing Marketing Programs to Build Brand Equity Kevin Lane Keller, Strategic Brand Management, (PrenticeHall) chpt 5
7 Integrating Marketing Communications to Build Brand Equity Kevin Lane Keller, Strategic Brand Management, (PrenticeHall) chpt 6
8 Developing a Brand Equity Measurement and Management Systems 1 Kevin Lane Keller, Strategic Brand Management, (PrenticeHall) chpt.8-9.
9 Developing a Brand Equity Measurement and Management Systems 2 Kevin Lane Keller, Strategic Brand Management, (PrenticeHall) chpt.10
10 Midterm
11 MARCADE SIMULATION-1 Marcade "Conquer The Market" Simulation
12 MARCADE SIMULATION-2 Marcade "Conquer The Market" Simulation
13 Presentations
14 Presentations and Evaluation of the course
15 Review of the Semester  
16 Review of the Semester  

 

Course Notes/Textbooks

Kevin Lane Keller, Strategic Brand Management, (PrenticeHall) 4th. edition

ISBN 13:978-0-273-77941-4

 ISBN 10: 0-273-77941-9

Suggested Readings/Materials

MARCADE Conquer the Market- A Competitive Online Simulation Game

http://marcade.games/en/marcade-official/#whatisit

 

EVALUATION SYSTEM

Semester Activities Number Weigthing
Participation
Laboratory / Application
1
20
Field Work
Quizzes / Studio Critiques
Portfolio
Homework / Assignments
1
20
Presentation / Jury
Project
1
20
Seminar / Workshop
Oral Exams
Midterm
Final Exam
1
40
Total

Weighting of Semester Activities on the Final Grade
3
60
Weighting of End-of-Semester Activities on the Final Grade
1
40
Total

ECTS / WORKLOAD TABLE

Semester Activities Number Duration (Hours) Workload
Theoretical Course Hours
(Including exam week: 16 x total hours)
16
2
32
Laboratory / Application Hours
(Including exam week: '.16.' x total hours)
16
1
16
Study Hours Out of Class
14
3
42
Field Work
0
Quizzes / Studio Critiques
0
Portfolio
0
Homework / Assignments
1
25
25
Presentation / Jury
0
Project
1
23
23
Seminar / Workshop
0
Oral Exam
0
Midterms
30
0
Final Exam
1
0
    Total
138

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

#
Program Competencies/Outcomes
* Contribution Level
1
2
3
4
5
1

To be able to solve problems with an analytical and holistic viewpoint in the field of business administration.

2

To be able to present the findings and solutions to the business problems in written and oral formats.

3

To be able to interpret the application of business and economic concepts, and philosophies at the national and international levels.

X
4

To be able to use innovative and creative approach for real-life business situations.

X
5

To be able to demonstrate leadership skills in different business situations.

6

To be able to interpret the reflections of new technologies and softwares to business dynamics.   

7

To be able to integrate knowledge gained in the five areas of business administration (marketing, production, management, accounting, and finance) through a strategic perspective.

X
8

To be able to act in accordance with the scientific and ethical values in studies related to business administration.

9

To be able to work efficiently and effectively as a team member.

10

To be able to have an ethical perspective and social responsiveness when making and evaluating business decisions.

11

To be able to collect data in the area of business administration and communicate with colleagues in a foreign language ("European Language Portfolio Global Scale", Level B1).

12

To be able to speak a second foreign at a medium level of fluency efficiently.

13

To be able to relate the knowledge accumulated throughout the human history to their field of expertise.

*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest

 


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