Prerequisite Courses:
Course Coordinator:
Courses given by:
Course Objectives:
This course aims to provide students with knowledge of the basic components of brand management and the positioning process.
Course Content:
The term brand, branding, brand equity, strategic brand management, brand positioning, nation branding
Course Methodology:
Lecture, 2- Interactive Lecture, 3- Special Support/Structural Examples, 6- Case Study, 12- Groupwork 15- Assignment, 19- Guest Speaker
Course Evaluation Methods:
Exam, B- Oral Exam / Presentation, C- Homework
Vertical Tabs
Course Learning Outcomes
| Learning Outcomes | Program Learning Outcomes | Teaching Methods | Assessment Methods |
|
1, 2, 3, 4, 5, 6, 10 | 1, 2, 3, 6 | A, C |
|
1, 2, 4, 5, 6, 10 | 1, 2, 3, 6 | A, C |
|
3, 7, 8, 9 | 1, 2, 3, 6, 15, 19 | A, C |
|
1, 2, 4, 5, 6, 8 | 1, 2, 3, 6, 12, 15, 19 | A, C |
|
1, 2, 4, 5, 6 | 1, 2, 3, 6, 12, 15 | A, B, C |
Course Flow
| COURSE CONTENT | ||
| Week | Topics | Study Materials |
| 1 | Introduction: Brand (The concept and the historical background) and brand management (An overview) | |
| 2 | The role of brand and brand equity | |
| 3 | The fundamentals of brand equity: Branding, brand loyalty (Measuring brand loyalty, the strategic value of brand loyalty, creating and implementing loyalty), the significance of ethical behavior in branding | |
| 4 | The fundamentals of brand equity (continues): Brand awareness (Creating awareness and the role of awareness on a brand), perceived quality, brand associations and other assets | Tanveer, Z., & Lodhi, R. N. (2016) |
| 5 | Strategic brand management process: Brand positioning (Identifying and establishing) – Customer based brand equity model | |
| 6 | Strategic brand management process (continues): Planning and implementing brand management process (Selection of the components that create brand equity, brand identity; name-symbol-slogan) | |
| 7 | Strategic brand management process (continues): Planning and implementing brand management process (continues) (Corporate identity and the brand identity-corporate identity relationship) | |
| 8 | MIDTERM | |
| 9 | Strategic brand management process (continues): Planning and implementing brand management process (continues) (The relationship with the other components of integrated marketing communications) | |
| 10 | Strategic brand management process (continues): Measuring and interpreting brand performance | |
| 11 | Strategic brand management process (continues): Developing and implementing brand equity | |
| 12 | Strategic brand management process (continues): Guest Speaker - Developing and implementing brand equity and the strategic importance of brand management process | |
| 13 | Nation branding: Brand management and positioning as a component of national policy | |
| 14 | Nation branding: Brand management and positioning as a component of national policy (continues) – Case study | Dinnie, K. (2008), Chapter 1. |
| 15 | Final discussion about brand management, positioning, and their relationship with integrated marketing communications | |
| 16 | FINAL (Project and presentation) | |
Recommended Sources
Material Sharing
| MATERIAL SHARING | |
| Documents | www.coadsys.yeditepe.edu.tr |
| Assignments | www.coadsys.yeditepe.edu.tr |
| Exams | |
Assessment
| ASSESSMENT | ||
| IN-TERM STUDIES | NUMBER | PERCENTAGE |
| Midterm | 1 | 60 |
| Assignment (Homework-Classwork) | 8 | 40 |
| Total | 100 | |
| Contribution of Final Examination to Overall Grade | 50 | |
| Contribution of In-Term Studies to Overall Grade | 50 | |
| Totall | 100 | |
| COURSE CATEGORY | Field Courses |
Course’s Contribution to Program
| COURSE CONTRIBUTION TO PROGRAM | ||||||
| No | Program Learning Outcomes | Contribution | ||||
| 1 | 2 | 3 | 4 | 5 | ||
| 1 | Students demonstrate knowledge on market segmentation, are able to follow the trends in consumer behavior, and create effective advertising messages suitable for target audiences | X | ||||
| 2 | Students design advertisements suitable for both traditional and digital media. | X | ||||
| 3 | Students gain awareness and knowledge on interdisciplinary subjects that are beneficial both for their professional and intellectual lives. | X | ||||
| 4 | Students demonstrate knowledge of the campaign processes in written, audio-visual, electronic, and outdoor advertising media. They plan and manage campaigns in accordance with national and international standards. | X | ||||
| 5 | Students demonstrate knowledge of the research methods related to the field of advertising and are able to use the obtained data to evaluate results in campaign processes. | X | ||||
| 6 | Students create and lead media strategies in the field of advertising. | X | ||||
| 7 | Students abide by universal values, law and ethical principles. | X | ||||
| 8 | Students follow the developments in the fields with the awareness of lifelong learning and entrepreneurial approach. They are self-confident in communicating with institutions and persons and suggest solutions to problems independently or as team members. | X | ||||
| 9 | Students adopt the critical approach in evaluating knowledge and skills related to the field. | X | ||||
| 10 | Students demonstrate knowledge and understanding of the concepts and models related to the field. | X | ||||
ECTS
| ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION | |||
| Activities | Quantity |
Duration (Hour) |
Total Workload (Hour) |
| Course Duration | 14 | 3 | 42 |
| Hours for off-the-classroom study (Pre-study, practice) | 14 | 2 | 28 |
| Mid-terms | 1 | 2 | 2 |
| Assignment (Homework – Classwork) | 8 | 5 | 40 |
| Final (Project and presentation) | 1 | 10 | 10 |
| Total Work Load | 122 | ||
| Total Work Load / 25 (h) | 4,88 | ||
| ECTS Credit of the Course | 5 | ||
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