BRAND MANAGEMENT

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

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. Recognized and applied all the learning tools and techniques learnt which they will implement throughout their lives and future careers.
2. P02 2. Become confident in their knowledge and skills so that they can successfully study and work on their own.
3. P03 3. Attained a high level of professionalism through the fundamental knowledge and skills gained in both marketing and digital fields.
4. P04 4. Demonstrated a solid understanding of core business principles in the primary areas of digital marketing, web technologies, new media and management, as well as the interconnectedness of these disciplines in the running of an organization.
5. P05 5. Been able to critically implement their knowledge and skills in both written, oral and digital forms to an intended audience, based on creative and analytical approaches.
6. P06 6.Demonstrated their understanding of the ethical and protected use of various new media such as social media, mobile technology, web analytics, search engine optimization, and viral advertising in both their studies and careers.
7. P07 7. Implemented best practices in business for planning, decision-making, and problem-solving based on collaborative work and studies.
8. P08 8. Demonstrated effective communication skills in addition to in-depth of analysis and synthesis which are essential in multicultural educational and work contexts.
9. P09 9. Demonstrated critical thinking characterized by the ability to define business problems with the evidence available, discern fact from opinion, determine underlying causes, formulate and evaluate potential solutions.
10. P10 10. Been able to implement ideas and concepts through the development and creation of digital content for effective social media marketing strategies, and designing and evaluating the effectiveness of interactive web sites to increase web traffic flows, visibility, consumer satisfaction and response rates.
11. P11 11. Embodied integrity in their work and actions, honor confidentiality, followed generally accepted codes of conduct in the digital marketing industry.
12. P12 12. Devoted themselves to follow the codes of ethics, improve privacy issues with social media, conflict, and citizenship in order to frame a better understanding of digital marketing.

Po-Lo Matrix