BA 324 | Course Introduction and Application Information - Department of Business Administration

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	face to face
Teaching Methods and Techniques of the Course	Group Work Case Study Application: Experiment / Laboratory / Workshop Lecture / Presentation
National Occupation Classification	-
Course Coordinator	Dr. Öğr. Üyesi Nilgün GÜRKAYNAK
Course Lecturer(s)	Dr. Öğr. Üyesi Nilgün GÜRKAYNAK
Assistant(s)	Araş. Gör. Damlasu UYUĞ ŞENGÜN

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. Employ new technologies applied in brand management process.
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.
Related Sustainable Development Goals

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

Week	Subjects	Related Preparation
1	Introduction to the Course - Review of Basics of Marketing
2	Brands and Brand Management	Kevin Lane Keller, Strategic Brand Management, (PrenticeHall).chpt 1
3	Customer-Based Brand Equity and Brand Positioning	Kevin Lane Keller, Strategic Brand Management, (PrenticeHall).chpt 2
4	Brand Resonance and the Brand Value Chain- Choosing Brand Elements to Build Brand Equity	Kevin Lane Keller, Strategic Brand Management, (PrenticeHall).chpt 3-4
5	Designing Marketing Programs to Build Brand Equity	Kevin Lane Keller, Strategic Brand Management, (PrenticeHall).chpt 5
6	Integrating Marketing Communications to Build Brand Equity	Kevin Lane Keller, Strategic Brand Management, (PrenticeHall).chpt 6
7	Project Overview and Guest Speaker
8	Case Study Example Application
9	Midterm exam	Date will be announced.
10	Introduction to MARCADE SIMULATION	Marcade "Conquer The Market" Simulation
11	MARCADE SIMULATION Game Phase-1 & Quiz	Marcade "Conquer The Market" Simulation
12	MARCADE SIMULATION Game Phase-2	Marcade "Conquer The Market" Simulation
13	MARCADE SIMULATION Game Evaluation	Marcade "Conquer The Market" Simulation
14	Project Presentations-1
15	Project Presentations-2
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

Semester Activities	Number	Weigthing
Participation
Laboratory / Application	1	20
Field Work
Quizzes / Studio Critiques	1	10
Portfolio
Homework / Assignments	1	5
Presentation / Jury
Project	1	30
Seminar / Workshop
Oral Exams
Midterm	1	35
Final Exam
Total

Weighting of Semester Activities on the Final Grade	5	100
Weighting of End-of-Semester Activities on the Final Grade
Total

Semester Activities	Number	Duration (Hours)	Workload
Theoretical Course Hours (Including exam week: 16 x total hours)	16	3	48
Laboratory / Application Hours (Including exam week: '.16.' x total hours)	16		0
Study Hours Out of Class	14	2	28
Field Work			0
Quizzes / Studio Critiques	1	15	15
Portfolio			0
Homework / Assignments	1	5	5
Presentation / Jury			0
Project	1	37	37
Seminar / Workshop			0
Oral Exam			0
Midterms	1	35	35
Final Exam			0
		Total	168

#	Program Competencies/Outcomes	* Contribution Level
#	Program Competencies/Outcomes	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.	-	-	-	X	-
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.	-	-	-	X	-
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.	-	-	-	-	-
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.	-	-	X	-	-
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 language 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.	-	-	-	-	-