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Information
| Code | PYL706 |
| Name | Brand Management |
| Term | 2023-2024 Academic Year |
| Term | Spring |
| Duration (T+A) | 3-0 (T-A) (17 Week) |
| ECTS | 6 ECTS |
| National Credit | 3 National Credit |
| Teaching Language | Türkçe |
| Level | Yüksek Lisans Dersi |
| Type | Normal |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | |
| Course Instructor |
1 |
Course Goal / Objective
It is aimed to support the theoretical knowledge about brand management with application examples. First of all, up-to-date information about the theories and processes related to brand management and their place in modern marketing is given, and then the application dimension of the subject is passed by examining and analyzing brand examples in the light of this theoretical information.
Course Content
This course covers the historical development of marketing and then the concept of modern marketing, the new product development process and brand-related concepts in this process. Concepts such as Brand Management, Advertising, Product Development, Distribution, Pricing, Positioning, Differentiation, Marketing Plan etc. are emphasized.
Course Precondition
none
Resources
Marka Yaratmanın 22 Kuralı, Al Ries ve Laura Ries Marka Yönetimi, Murat Selim Selvi Marka ve Marka Stratejileri, Çağatan Taşkın ve Ömer Akat Marka Olmak, Sabri Erdil ve Yeşim Uzun Büyük Markalar Büyük Hatalar, Jack Trout Marketing An Introduction, Gary Armstrong and Philip Kotler Building Strong Brands, Aaker David
Notes
Strategic Brand Management, Jean Noel Kapferer
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | Define key concepts and terminology related to the brand |
| LO02 | Defining branding in modern marketing understanding and changing competitive conditions |
| LO03 | Sorting brand dimensions and components |
| LO04 | Discussing strategic decisions in the process of new product development and new brand creation |
| LO05 | Creating effective communication processes in brand management |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | Defines the concepts of Marketing Management and explains their relations with each other | 3 |
| PLO02 | Bilgi - Kuramsal, Olgusal | Defines and compares theories and models of marketing management, numerical and statistical methods. | |
| PLO03 | Bilgi - Kuramsal, Olgusal | Reaches and interprets information using scientific research methods. | |
| PLO04 | Beceriler - Bilişsel, Uygulamalı | Applies theories and models, numerical and statistical methods in marketing management. | 2 |
| PLO05 | Beceriler - Bilişsel, Uygulamalı | Can interpret the results of theories and models, numerical and statistical methods applied in marketing management. | |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | Can determine the appropriate methods for solving the marketing problems encountered. | 3 |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | Can implement marketing management methods through following the fundamental steps. | 5 |
| PLO08 | Beceriler - Bilişsel, Uygulamalı | Can reach the most appropriate result by using basic numerical and statistical analysis programs. | |
| PLO09 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Can work in accordance with the objectives as a project manager or participant. | |
| PLO10 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Takes an active role by taking responsibility individually and/or within the team. | |
| PLO11 | Yetkinlikler - Öğrenme Yetkinliği | In recognition of the need for lifelong learning and continuous self-renewal, tracks the latest developments in the field of marketing. | |
| PLO12 | Yetkinlikler - Öğrenme Yetkinliği | Produces new information from the data obtained from scientific sources within the framework of academic rules and interprets them effectively. | 4 |
| PLO13 | Yetkinlikler - Öğrenme Yetkinliği | Can relate the knowledge gained in the field of marketing with the knowledge in different fields. | 4 |
| PLO14 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Can communicate with the parties verbally and in writing in accordance with the requirements of academic and business life. | 4 |
| PLO15 | Yetkinlikler - İletişim ve Sosyal Yetkinlik | Can present effectively the information obtained from the sources related to the field within the framework of academic rules by synthesizing. | 4 |
| PLO16 | Yetkinlikler - Alana Özgü Yetkinlik | Acts in accordance with the ethical and legal issues encountered in the field of marketing science and marketing profession. | 4 |
| PLO17 | Yetkinlikler - Alana Özgü Yetkinlik | Conducts original research on all the basic functions of marketing in accordance with scientific, institutional and social ethics. | 4 |
| PLO18 | Yetkinlikler - Alana Özgü Yetkinlik | Identifies existing problems with a critical perspective and proposes solutions. | 5 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Historical development of marketing and modern marketing | Reading the relevant sections from materials | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 2 | Marketing management principles and basic concepts, product concept in marketing | Reading the relevant sections from materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 3 | Product types and basic concepts | Reading the relevant sections from materials | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 4 | Relationship between product, need and consumer behavior, product management strategies and product management decisions | Reading the relevant sections from materials | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 5 | New product development process and management | Reading the relevant sections from materials | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 6 | Product life cycle, product differentiation decisions | Reading the relevant sections from materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 7 | Product mix decisions | Reading the relevant sections from materials | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 8 | Mid-Term Exam | Study for the exam | Ölçme Yöntemleri: Yazılı Sınav |
| 9 | Basic concepts about the brand, brand development and brand perception | Reading the relevant sections from materials | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 10 | Brand associations, brand awareness, brand image | Reading the relevant sections from materials | Öğretim Yöntemleri: Anlatım, Tartışma |
| 11 | Key concepts related to the brand: brand personality, brand equity | Reading the relevant sections from materials | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 12 | Brand management and brand strategy, Brand creation, positioning, differentiation | Reading the relevant sections from materials | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 13 | Brand equity and integrated marketing communications | Reading the relevant sections from materials | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Tartışma |
| 14 | Measuring brand performance | Reading the relevant sections from materials | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 15 | Project Presentations | Preparing for the project presentation | Ölçme Yöntemleri: Proje / Tasarım |
| 16 | Term Exams | Studying for the exam | Ölçme Yöntemleri: Yazılı Sınav |
| 17 | Term Exams | Studying for the exam | Ölçme Yöntemleri: Yazılı Sınav |
Student Workload - ECTS
| Works | Number | Time (Hour) | Workload (Hour) |
|---|---|---|---|
| Course Related Works | |||
| Class Time (Exam weeks are excluded) | 14 | 3 | 42 |
| Out of Class Study (Preliminary Work, Practice) | 14 | 5 | 70 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 0 | 0 | 0 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 15 | 15 |
| Final Exam | 1 | 30 | 30 |
| Total Workload (Hour) | 157 | ||
| Total Workload / 25 (h) | 6,28 | ||
| ECTS | 6 ECTS | ||