Description of Individual Course Units
Course Unit CodeCourse Unit TitleType of Course UnitYear of StudySemesterNumber of ECTS Credits
1302009042018STRATEGIC BRAND MANAGEMENTElective365
Level of Course Unit
First Cycle
Language of Instruction
Turkish
Objectives of the Course
This course aims to provide understanding of brands, branding, and brand equity, to create knowledge enough to be able to develop appropriate brand message and media strategies and to identify and evaluate brand messages. Also it is aimed to create understanding that marketing communication is an interactive process that must be properly integrated with all the other brand messages.
Name of Lecturer(s)
Learning Outcomes
1To be able to define brand, branding, and brand equity
2To be able to determine strategic brand message and media strategies
3To be able to develop and evaluate brand messages
Mode of Delivery
Face to Face
Prerequisites and co-requisities
None
Recommended Optional Programme Components
None
Course Contents
Concepts of brands, branding, and brand equity, developing brand messages and media strategies, strategic brand management process, defining appropriate tools, evaluation of brand performance topics will be covered.
Weekly Detailed Course Contents
WeekTheoreticalPracticeLaboratory
1Brand Concept
2Brand Management
3Customer Based Brand Equity
4Brand Positioning and Brand Value
5Brand Elements
6Designing Marketing Programs to Develop Brand Equity
7Brand Equity and Integrated marketing Communication
8Midterm Exam
9Secondary Brand Recall
10Brand Equity Measurement
11Measuring Sources of Brand Equity
12Measuring Outcomes of Brand Equity
13Designing and Implementing Brand Strategies
14Branding New Products and Brand Extension Strategies
15Project Presentations
16Final Exam
Recommended or Required Reading
• Strategic Brand Management, Kevin Lane Keller, Prentice-Hall, 2003 (2E) ISBN:0131105833 • Brand Management- A Theoretical and Practical Approach, 2003, Rik Riezebos, Pearson Education, Prentice Hall • Best Practice Cases in Branding, Kevin Keller, Prentice Hall • Building Strong Brands, David A. Aaker, The Free Press, 1996 • Building the Brand-Driven Business, Scott M. Davis and Michael Dunn, Jossey-Bass Publ., 2002. • Bu Topraklardan Dünya Markası çıkar mı? Güven Borça Mediacat Kitapları, Kapital Yayınevi • Related boks and periodicals are recommended.
Planned Learning Activities and Teaching Methods
Assessment Methods and Criteria
Term (or Year) Learning ActivitiesQuantityWeight
Midterm Examination1100
SUM100
End Of Term (or Year) Learning ActivitiesQuantityWeight
Final Sınavı1100
SUM100
Term (or Year) Learning Activities40
End Of Term (or Year) Learning Activities60
SUM100
Work Placement(s)
None
Workload Calculation
ActivitiesNumberTime (hours)Total Work Load (hours)
Midterm Examination122
Final Examination122
Attending Lectures16348
Project Preparation10330
Self Study5315
Individual Study for Mid term Examination10220
Individual Study for Final Examination10220
Homework2510
TOTAL WORKLOAD (hours)147
Contribution of Learning Outcomes to Programme Outcomes
PO
1
PO
2
PO
3
PO
4
PO
5
PO
6
PO
7
PO
8
PO
9
PO
10
LO15555555533
LO25555555434
LO35555555555
* Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High
 
Ege University, Bornova - İzmir / TURKEY • Phone: +90 232 311 10 10 • e-mail: intrec@mail.ege.edu.tr