Course Information
SemesterCourse Unit CodeCourse Unit TitleT+P+LCreditNumber of ECTS CreditsLast Updated Date
1İŞL675Strategic Brand Management3+0+03819.09.2022
Course Details
Language of Instruction Turkish
Level of Course Unit Doctorate's Degree
Department / Program Business (PhD)
Type of Program Formal Education
Type of Course Unit Elective
Course Delivery Method Face To Face
Objectives of the Course The aim of this training is to inform students about the importance of brands and what they mean to consumers, to prepare road maps of brands, to examine the current situation of brands in depth, and to guide students to research on how they should manage their brands.
Course Content This course covers the basic principles, strategies and techniques related to brand management. In the course content, students are expected to develop an exemplary project in which they can make brand management decisions during the creation of the brand.
Course Methods and Techniques
Prerequisites and co-requisities None
Course Coordinator None
Name of Lecturers Associate Prof.Dr. YAKUP DURMAZ
Assistants None
Work Placement(s) No

Recommended or Required Reading
Resources T. Sabri Erdil, Yeşim Uzun, Marka Olmak, Beta Yayınları
Aaker. A, David. Building Strong Brands. New York: The Free Press.
Aaker. A, David. Managing Brand Equity. New York: The Free Press
Jean Noel Kapferer. Strategic Brand Management. New York: The Free Press.


Planned Learning Activities and Teaching Methods
Activities are given in detail in the section of "Assessment Methods and Criteria" and "Workload Calculation"

Assessment Methods and Criteria
In-Term Studies Quantity Percentage
Mid-terms 1 % 40
Final examination 1 % 60
Total
2
% 100

 
ECTS Allocated Based on Student Workload
Activities Quantity Duration Total Work Load
Course Duration 15 4 60
Hours for off-the-c.r.stud 15 4 60
Mid-terms 1 50 50
Final examination 1 70 70
Total Work Load   Number of ECTS Credits 8 240

 
Course Learning Outcomes: Upon the successful completion of this course, students will be able to:
NoLearning Outcomes
1 Markaya ilişkin temel kavramları ve terminolojiyi anlamak
2 Değişen rekabet koşullarında markalaşmanın önemini ve kullanım alanlarını anlamak
3 Markanın boyutlarını ve marka bileşenlerini detayları ile irdeleyebilmek ve birbirinden farklılıklarını kavramak.
4 Yeni bir markanın oluşturulması sürecinde, marka yönetimi ile ilgili stratejik kararı alabilmek ve süreci yürütebilmek.
5 Marka yönetimi konusunda farklılaştırma stratejileri ile fark yaratabilecek çözümler üretebilmek.
6 Marka yönetiminde etkin iletişim geliştirme süreçlerini kavramak. Markanın globalleşmesi süreci ile ilgili önemli noktaları anlamak

 
Weekly Detailed Course Contents
WeekTopicsStudy MaterialsMaterials
1 Marka Nedir? Faydaları, İşlevleri, Ürün-Marka İlişkisi T. Sabri Erdil, Yeşim Uzun, Marka Olmak, Beta Yayınları. 2. Aaker. A, David. Building Strong Brands. New York: The Free Press. 3. Aaker. A, David. Managing Brand Equity. New York: The Free Press 4. Jean Noel Kapferer. Strategic Brand Management. New York: The Free Press.
2 Marka Türleri, Markanın Boyutları ve Markanın Sahipliği T. Sabri Erdil, Yeşim Uzun, Marka Olmak, Beta Yayınları. 2. Aaker. A, David. Building Strong Brands. New York: The Free Press. 3. Aaker. A, David. Managing Brand Equity. New York: The Free Press 4. Jean Noel Kapferer. Strategic Brand Management. New York: The Free Press.
3 Markanın Görsel Bileşenleri: İsim, Logo, Amblem, Slogan T. Sabri Erdil, Yeşim Uzun, Marka Olmak, Beta Yayınları. 2. Aaker. A, David. Building Strong Brands. New York: The Free Press. 3. Aaker. A, David. Managing Brand Equity. New York: The Free Press 4. Jean Noel Kapferer. Strategic Brand Management. New York: The Free Press.
4 Marka Bileşenleri: Marka Kimliği ve Marka Kişiliği T. Sabri Erdil, Yeşim Uzun, Marka Olmak, Beta Yayınları. 2. Aaker. A, David. Building Strong Brands. New York: The Free Press. 3. Aaker. A, David. Managing Brand Equity. New York: The Free Press 4. Jean Noel Kapferer. Strategic Brand Management. New York: The Free Press.
5 Marka Bileşenleri: Marka İmajı ve Marka Değeri T. Sabri Erdil, Yeşim Uzun, Marka Olmak, Beta Yayınları. 2. Aaker. A, David. Building Strong Brands. New York: The Free Press. 3. Aaker. A, David. Managing Brand Equity. New York: The Free Press 4. Jean Noel Kapferer. Strategic Brand Management. New York: The Free Press.
6 Marka Denkliği T. Sabri Erdil, Yeşim Uzun, Marka Olmak, Beta Yayınları. 2. Aaker. A, David. Building Strong Brands. New York: The Free Press. 3. Aaker. A, David. Managing Brand Equity. New York: The Free Press 4. Jean Noel Kapferer. Strategic Brand Management. New York: The Free Press.
7 Marka Sadakati ve Marka Farkındalığı, Marka Çağrışımı ve Algılanan Kalite T. Sabri Erdil, Yeşim Uzun, Marka Olmak, Beta Yayınları. 2. Aaker. A, David. Building Strong Brands. New York: The Free Press. 3. Aaker. A, David. Managing Brand Equity. New York: The Free Press 4. Jean Noel Kapferer. Strategic Brand Management. New York: The Free Press.
8 vize
9 Marka Stratejileri: Konumlandırma, Algı Haritaları T. Sabri Erdil, Yeşim Uzun, Marka Olmak, Beta Yayınları. 2. Aaker. A, David. Building Strong Brands. New York: The Free Press. 3. Aaker. A, David. Managing Brand Equity. New York: The Free Press 4. Jean Noel Kapferer. Strategic Brand Management. New York: The Free Press.
10 Marka Stratejileri: Marka Genişleme T. Sabri Erdil, Yeşim Uzun, Marka Olmak, Beta Yayınları. 2. Aaker. A, David. Building Strong Brands. New York: The Free Press. 3. Aaker. A, David. Managing Brand Equity. New York: The Free Press 4. Jean Noel Kapferer. Strategic Brand Management. New York: The Free Press.
11 Marka İletişimi T. Sabri Erdil, Yeşim Uzun, Marka Olmak, Beta Yayınları. 2. Aaker. A, David. Building Strong Brands. New York: The Free Press. 3. Aaker. A, David. Managing Brand Equity. New York: The Free Press 4. Jean Noel Kapferer. Strategic Brand Management. New York: The Free Press.
12 Marka Oluşturma Süreci ve Stratejik Marka Yönetimi Aşamaları - 1 T. Sabri Erdil, Yeşim Uzun, Marka Olmak, Beta Yayınları. 2. Aaker. A, David. Building Strong Brands. New York: The Free Press. 3. Aaker. A, David. Managing Brand Equity. New York: The Free Press 4. Jean Noel Kapferer. Strategic Brand Management. New York: The Free Press.
13 Marka Oluşturma Süreci ve Stratejik Marka Yönetimi Aşamaları - 2 T. Sabri Erdil, Yeşim Uzun, Marka Olmak, Beta Yayınları. 2. Aaker. A, David. Building Strong Brands. New York: The Free Press. 3. Aaker. A, David. Managing Brand Equity. New York: The Free Press 4. Jean Noel Kapferer. Strategic Brand Management. New York: The Free Press.
14 Global Marka Yönetimi T. Sabri Erdil, Yeşim Uzun, Marka Olmak, Beta Yayınları. 2. Aaker. A, David. Building Strong Brands. New York: The Free Press. 3. Aaker. A, David. Managing Brand Equity. New York: The Free Press 4. Jean Noel Kapferer. Strategic Brand Management. New York: The Free Press.
15 FİNAL SINAVI

 
Contribution of Learning Outcomes to Programme Outcomes
P1 P2 P3 P4 P5 P6 P7 P8 P9 P10
C1 3 2 3 3 2 2 3 2 3 2
C2 4 3 4 4 3 2 3 3 2 3
C3 3 4 3 4 3 3 4 4 3 3
C4 4 3 4 4 3 4 3 3 4 3
C5 3 2 3 3 4 4 4 2 3 3
C6 4 3 3 2 4 3 3 2 2 3

  Contribution: 1: Very Slight 2:Slight 3:Moderate 4:Significant 5:Very Significant