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Course Code: 
COMM 331
Course Period: 
Autumn
Course Type: 
Core
P: 
3
Lab: 
0
Credits: 
3
ECTS: 
5
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. Gains knowledge of the basic components of brand and brand management.
1, 2, 3, 4, 5, 6, 10 1, 2, 3, 6 A, C
  1. Gains knowledge of the basic components of positioning.
1, 2, 4, 5, 6, 10 1, 2, 3, 6 A, C
  1. Comprehends the strategical importance of brand management and positioning.
3, 7, 8, 9 1, 2, 3, 6, 15, 19 A, C
  1. Gains knowledge of the principles of creating, developing, and implementing brand equity. 
1, 2, 4, 5, 6, 8 1, 2, 3, 6, 12, 15, 19 A, C
  1. Designs a brand marketing process.
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

RECOMMENDED SOURCES
Textbook MacInnis, D. J., Park, C. W., & Agarwal, M. (2015). Brand Meaning Management: Vol. First edition. Emerald Group Publishing Limited. http://web.b.ebscohost.com.lproxy.yeditepe.edu.tr/ehost/ebookviewer/ebook?sid=947f6e4c-2fc4-4d10-a093-2ad73676715e%40sessionmgr101&vid=2&rid=1&format=EB
Additional Resources Dinnie, K. (2008). Nation Branding: Vol. 1st ed. Routledge. http://web.b.ebscohost.com.lproxy.yeditepe.edu.tr/ehost/ebookviewer/ebook?sid=947f6e4c-2fc4-4d10-a093-2ad73676715e%40sessionmgr101&vid=5&rid=25&format=EB

Srivastava, R. K., & Thomas, G. M. (2016). The Future of Branding. Sage Publications Pvt. Ltd. http://web.b.ebscohost.com.lproxy.yeditepe.edu.tr/ehost/ebookviewer/ebook?sid=947f6e4c-2fc4-4d10-a093-2ad73676715e%40sessionmgr101&vid=6&rid=28&format=EB

 

Tanveer, Z., & Lodhi, R. N. (2016). The Effect of Brand Equity on Customer Satisfaction: An Empirical Study Based on David Aaker’s Brand Equity Model. IUP Journal of Brand Management13(3), 43–54. http://web.a.ebscohost.com.lproxy.yeditepe.edu.tr/ehost/pdfviewer/pdfviewer?vid=9&sid=46fbdc17-251f-4c30-b0fb-da718cb80e4b%40sessionmgr4006

 

&

Professor’s slides

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