Lesson plan /

Lesson Information

Course Credit
Course ECTS Credit
Teaching Language of Instruction İngilizce
Level of Course Bachelor's Degree, TYYÇ: Level 6, EQF-LLL: Level 6, QF-EHEA: First Cycle
Type of Course
Mode of Delivery Distance Learning
Does the course require compulsory or optional work experience?
Course Coordinator Prof. Dr. İLKAY KARADUMAN
Instructor (s) Prof. Dr. İLKAY KARADUMAN
Course Assistant

Purpose and Content

The aim of the course The main objective of this course is to walk the students through the steps required to build and leverage brand assets and create enduring competitive advantage. Therefore, the course endorses a practitioner, more than an academic, focus and provides an introduction to the issues faced by brand stewards. Stressing this applied focus, the course makes extensive use of the case method
Course Content Brands are among the most valuable assets of many firms; they account about a third of firm value. Paying special attention to emerging topics in branding, this course highlights the strategic implications of branding for organizations and delivers a set of tools for effective brand management. Though brands are the most valuable asset of many firms, marketing decisions, say, product design or distribution, are taken independently from each other without a clear consideration of their consequences for brand equity. This is a natural result of the compartmentalized approach to marketing education, which implicitly fosters a vision that these tasks are essentia lly independent from one another. Brand Management, on the other hand, takes a different perspective: Business can simply not exist without the brand! Accordingly, this course promotes a more holistic understanding of business based on the assumption that branding serves a fundamental strategic function. Branding is the kernel of a firm’s activity not another aspect of marketing, but marketing itself

Weekly Course Subjects

1Introduction to the course and review of the syllabus
2Basics of Marketing; Historical Development of Marketing; Value Concept and Transaction of Value; Products in Contemporary Marketing
3Market Analysis Segmentation, Targeting and Positioning The Marketing Mix: 4Ps of Marketing Product, Price, Place and Promotion Strategies A Communication Perspective Brand Positioning and Value
4Brands and Brand Management: Why do we study it?
5The Role of Brands Branding Concepts: Brand Awareness (Recognition and Recall), Brand Identity and Brand Image, Brand Personality, Brand Judgments, Brand Loyalty
6Brand Equity; Marketing Programs for Brand Equity
7Choosing Brand Elements; Other Branding Concepts
8Strategy Building: Brand Building Tookit
9Midterm
10Brand Identity
11Emerging Concepts in Branding
12Presentations
13Presentations
14Presentations

Resources

1-Kevin Lane Keller, Strategic Brand Management, (PrenticeHall): 47 91.