At the end of this course, the students; 1) They learn the brand and all brand-related marketing components 2) They learn the stages of brand creation, brand positioning and the conditions for sustainability. 3) They master the attitudes and persuasion methods that ensure the continuity of a brand and establish the target audience-brand relationship 4) They gain the competence to make general planning regarding advertising and public relations activities that promote a brand. 5) They learn the methods of measuring the value of the brand 6) They can create strategies that will ensure a business's dominance of a brand.
MODE OF DELIVERY
Face to face
PRE-REQUISITES OF THE COURSE
No
RECOMMENDED OPTIONAL PROGRAMME COMPONENT
Man231 Introduction to Marketing
COURSE DEFINITION
This lesson; It has a content that covers all processes of formation, development, retention in the market, creating brand loyalty and creating sustainable policies for brands that are launched as a service or product brand and that will make a new entry into the sectoral market, and is supported by positioning and crisis management issues. Especially; By including all the channels used for the promotion of brands in today's media society, how a brand's marketing strategy is created, what the pre-sales and after-sales service policies should be, the share the brand will gain from its own market, budget planning, corporate identity-brand relationship and related measurement tactics are discussed in this article. These are the topics that form the general framework of the course.
COURSE CONTENTS
WEEK
TOPICS
1st Week
What is a Brand? Why Are Product and Brand Different?
2nd Week
Corporate Culture and Brand Relationship
3rd Week
Brand Management
4th Week
Relationship between Brand and Corporate Identity
5th Week
Consumer behavior
6th Week
Target Audience ? Attitude ? Persuasion
7th Week
How to Create a Marketing Strategy?
8th Week
Midterm
9th Week
SWOT Analysis
10th Week
Brand Positioning
11th Week
Brand and Media Relationship
12th Week
Crisis management
13th Week
Brand ? Advertising ? Public Relations
14th Week
Presentations
RECOMENDED OR REQUIRED READING
* Keller, L.K. (2019). Stratejik Marka Yönetimi: Marka Sermayesinin İnşası, Ölçümü ve Yönetimi (Çev.Ed. A.Candemir). Nobel
* Azman, K. H. (2018). Stratejik Marka Yönetimi: Markanın Logosu, Sloganı, Kimliği, İmajı, Konumlandırması. Titanik.
* Eti, S.H. (2022). Kriz Dönemlerinde Stratejik Pazarlama ve Marka Yönetimi. Akademisyen.
* Lefebvre, H. (1998) Modern Dünyada Gündelik Hayat. (Çev. I. Gürbüz). Metis.
* Akpınar, Ş. (2023). Girişimcinin El Kitabı. Elma.
* Solomon, R. M. (2020). Tüketici Davranışları: Satın Alma, Sahip Olma ve Varoluş (Çev.E.A.Ergin). Nobel.
PLANNED LEARNING ACTIVITIES AND TEACHING METHODS
Lecture,Discussion
ASSESSMENT METHODS AND CRITERIA
Quantity
Percentage(%)
Mid-term
1
20
Attendance
1
10
Presentation of Case Study
1
30
Total(%)
60
Contribution of In-term Studies to Overall Grade(%)
60
Contribution of Final Examination to Overall Grade(%)
40
Total(%)
100
ECTS WORKLOAD
Activities
Number
Hours
Workload
Midterm exam
1
1,5
1,5
Preparation for Quiz
1
15
15
Individual or group work
Preparation for Final exam
1
30
30
Course hours
14
3
42
Preparation for Midterm exam
1
30
30
Laboratory (including preparation)
Final exam
1
1,5
1,5
Homework
1
1
1
Project
1
30
30
Total Workload
151
Total Workload / 30
5,03
ECTS Credits of the Course
5
LANGUAGE OF INSTRUCTION
Turkish
WORK PLACEMENT(S)
No
KEY LEARNING OUTCOMES (KLO) / MATRIX OF LEARNING OUTCOMES (LO)
