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 Adequate knowledge in mathematics, science and engineering subjects pertaining to the relevant discipline; ability to use theoretical and applied knowledge in these areas in complex engineering problems.
2. P02 Ability to identify, formulate, and solve complex engineering problems; ability to select and apply proper analysis and modelling methods for this purpose.
3. P03 Ability to design a complex system, process, device or product under realistic constraints and conditions, in such a way as to meet the desired result; ability to apply modern design methods for this purpose.
4. P04 Ability to devise, select, and use modern techniques and tools needed for analysing and solving complex problems encountered in engineering practice; ability to employ information technologies effectively
5. P05 Ability to design and conduct experiments, gather data, analyse and interpret results for investigating complex engineering problems or discipline specific research questions.
6. P06 Ability to work efficiently in intra-disciplinary and multi-disciplinary teams; ability to work individually.
7. P07 Ability to communicate effectively in Turkish, both orally and in writing; knowledge of a minimum of one foreign language; ability to write effective reports and comprehend written reports, prepare design and production reports, make effective presentations, and give and receive clear and intelligible instructions.
8. P08 Recognition of the need for lifelong learning ; ability to access information, to follow developments in science and technology, and to continue to educate him/herself.
9. P09 Consciousness to behave according to ethical principles and professional and ethical responsibility; knowledge on standards used in engineering practice.
10. P10 Knowledge about business life practices such as project management, risk management, and change management; awareness in entrepreneurship, innovation; knowledge about sustainable development.
11. P11 Knowledge about the global and social effects of engineering practices on health, environment, and safety, and contemporary issues of the century reflected into the field of engineering; awareness of the legal consequences of engineering solutions.

Po-Lo Matrix