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 PO1: Engaged in insightful thinking leading to self-learning and lifelong learning.
2. P02 PO2: Established a general knowledge of economics sufficient to work independently through specific learned techniques generated via individual efforts and study.
3. P03 PO3: Reached the required knowledge and skills to understand social, economic and legal issues both within national, international and global contexts and apply theoretical knowledge of economics to practice.
4. P04 PO4: Adopted the ability to critically evaluate, analyze and interpret information gathered through the use of related statistical software programs to suggest creative solutions for economic problems and make relevant economic decisions.
5. P05 PO5: Been aware of gathering and analyzing data through the application of appropriate technological tools in an ethical and safe manner in order to generate economic decisions and policy suggestions.
6. P06 PO6: Been equipped with conceptual and analytical skills essential for team-working and collaborations for economic decision making for a variety of economic concepts in national and global environment.
7. P07 PO7: Endowed with both oral and written communication skills within the economic field to effectively study and work in an international environment
8. P08 PO8: Been able to transfer theoretical knowledge to real life economic environment: to generate policies for microeconomic and macroeconomic problems faced by individuals, firms and governments at national, international and global context.
9. P09 PO9: Developed an ability to apply economic analysis to everyday problems in real world through the development of ethical perspectives and social responsibilities at work and in personal life.

Po-Lo Matrix