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Cyprus International University
TR

BRAND MANAGEMENT

Course
DMMA305 - BRAND MANAGEMENT
Department
Digital Media and Marketing - English - Undergraduate
Course Type
Course
Status
Required
Language
English
Credit
3
ECTS
5
T+P+L
3 + 0 + 0
Course Coordinator(s)
-
Prerequisite
-
Keywords

Course Description

MARKAYÖNETİMİ

BRAND MANAGEMENT

Evaluation Tools (Active Term)

No evaluation items have been defined.

Course outcomes

No course outcomes have been defined yet.

Course Syllabus

Week Topic
Week 1 Introduction and explanation about the course and materials
Week 2 Ch1 - Brands and Brand Management
Week 3 Ch2 - Customer-based Brand Equity and Brand Positioning
Week 4 Ch3 - Brand Resonance and the Brand Value Chain
Week 5 Ch4 - Choosing Brand Elements to Build Brand Equity
Week 6 Ch5 - Designing Marketing Programs to Build Brand Equity
Week 7 MIDTERM EXAM
Week 8 MIDTERM EXAM
Week 9 Ch6- Integrating Marketing Communications to Build Brand Equity
Week 10 Ch6- Integrating Marketing Communications to Build Brand Equity
Week 11 Ch7 - Leveraging Secondary Brand Associations to Build Brand Equity
Week 12 Ch7 - Leveraging Secondary Brand Associations to Build Brand Equity
Week 13 Ch8 - Developing a Brand Equity Measurement and Management System
Week 14 Ch8 - Developing a Brand Equity Measurement and Management System
Week 15 FINAL EXAM

Reference Books & Course Materials

  1. 01 Keller, K. L., Parameswaran, M. G., & Jacob, I. (2020). Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition, 5th edition. Pearson Education

Learning Outcomes

  1. L01 Discuss the steps in the strategic brand management process SOLO 4
  2. L02 Explain brand mantras and how they should be developed SOLO 3
  3. L03 Discuss the stages in the brand value chain SOLO 4
  4. L04 Describe key tactics in choosing different brand elements SOLO 3
  5. L05 Explain the rationale for value pricing SOLO 3
  6. L06 Discuss the choice criteria for developing an integrated marketing communication program SOLO 4
  7. L07 Define brand engagement pyramid and key drivers of brand engagement SOLO 3
  8. L08 Explain the process by which a brand can leverage secondary associations SOLO 3

Program Outcomes

  1. P01 1. Gained the necessary skills to learn and adopt a spirit of continuous learning in their professional life.
  2. P02 2. Developed various skills by working independently via specific learned techniques that both triggered individual efforts and encouraged collaborative work.
  3. P03 3. Acquired the essential knowledge and skills to apply key theories, models and applications within the global business context.
  4. P04 4. Adopted and applied critical and strategic thinking together with research capabilities for efficient and effective business decisions.
  5. P05 5. Utilized and managed ethically information technologies required for contemporary business world.
  6. P06 6. Been equipped with conceptual and analytical skills necessary for team work within global organizations.
  7. P07 7. Displayed their learnt communication skills that are required to effectively interact in a cross cultural and diverse international work environment.
  8. P08 8. Applied their acquired knowledge within the changing work environment.
  9. P09 9. Developed an understanding of ethical perspectives and social responsibilities to be used at work and in personal life.

Po-Lo Matrix

LO P01 P02 P03 P04 P05 P06 P07 P08 P09 Average
L01 - - - - - - - - - -
L02 - - - - - - - - - -
L03 - - - - - - - - - -
L04 - - - - - - - - - -
L05 - - - - - - - - - -
L06 - - - - - - - - - -
L07 - - - - - - - - - -
L08 - - - - - - - - - -