Description of Individual Course Units
Course Unit CodeCourse Unit TitleType of Course UnitYear of StudySemesterNumber of ECTS Credits
9204045462017Strategic Brand ManagementElective124
Level of Course Unit
Second Cycle
Objectives of the Course
This course aims to give advanced knowledge of Brand Management to provide you with an understanding of brands, branding, and brand equity, the ability to determine appropriate brand message and media strategies the ability to identify and evaluate brand messages, and finally an understanding that marketing communication is an on-going, interactive process that must be properly integrated with all the other brand messages that determine to what extent a brand is successful
Name of Lecturer(s)
DOÇ. DR. İPEK KAZANÇOĞLU
Learning Outcomes
1To be able to define brands, branding, and brand equity
2To be able to determine strategic brand message and media strategies
3To be able to improve and evaluate brand messages
Mode of Delivery
Evening Education
Prerequisites and co-requisities
None
Recommended Optional Programme Components
None
Course Contents
This course aims to give advanced knowledge of Brand Management to provide you with an understanding of brands, branding, and brand equity, the ability to determine appropriate brand message and media strategies the ability to identify and evaluate brand messages, and finally an understanding that marketing communication is an on-going, interactive process that must be properly integrated with all the other brand messages that determine to what extent a brand is successful
Weekly Detailed Course Contents
WeekTheoreticalPracticeLaboratory
1Introduce to Brand concept
2Brand Management
3Customer Based Brand Equity
4Brand Positioning and Values
5Choosing Brand Elements to Build Equity
6Designing Marketing Programs to Build Brand Equity
7IMC To Build Brand Equity
8Midterm Exam
9Leveraging Secondary Brand Knowledge to Build BE
10Developing a Brand Equity Measurement and Management System
11Measuring Sources of BE
12Measuring Outcomes of BE
13Designing and Implementing Brand Strategies
14Introducing and Naming New Products and Brand Extensions Managing Brands Over Time
15Presentations
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 • For preparing project reading periodicals is strongly recommended.
Planned Learning Activities and Teaching Methods
Assessment Methods and Criteria
Term (or Year) Learning ActivitiesQuantityWeight
SUM0
End Of Term (or Year) Learning ActivitiesQuantityWeight
SUM0
SUM0
Language of Instruction
Turkish
Work Placement(s)
None
Workload Calculation
ActivitiesNumberTime (hours)Total Work Load (hours)
Midterm Examination122
Final Examination122
Attending Lectures16348
Seminar11515
Self Study11515
Individual Study for Mid term Examination11515
Individual Study for Final Examination11515
Reading188
TOTAL WORKLOAD (hours)120
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
LO15454554545
LO25454554545
LO35454554545
* 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