TYPE OF COURSE UNIT	Elective Course
LEVEL OF COURSE UNIT	Associate Degree
YEAR OF STUDY	-
SEMESTER	-
NUMBER OF ECTS CREDITS ALLOCATED	5
NAME OF LECTURER(S)	Associate Professor Erkan Yıldız Instructor Müge Kılıç
LEARNING OUTCOMES OF THE COURSE UNIT	At the end of this course, the students; 1) You realize the importance of the brand 2) The process of brand value creation 3) Discover the importance of brand in strategic management
MODE OF DELIVERY	Face to face
PRE-REQUISITES OF THE COURSE	No
RECOMMENDED OPTIONAL PROGRAMME COMPONENT	No
COURSE DEFINITION	Strategic brand management is to define the brand for the desired goal and to deliver and develop the brand to the target audience, rather than just defining a name and visual designs. In this context, it is aimed for our students to gain sufficient knowledge about brand and brand management.
COURSE CONTENTS	WEEK TOPICS 1st Week Introducing the course, brand and brand management 2nd Week Creating customer-based brand equity 3rd Week Selection of brand features in creating brand equity 4th Week Marketing program design in creating brand equity 5th Week Integrated marketing communications integration in brand equity creation 6th Week Development of brand equity measurement and management system 7th Week Measuring brand equity and output 8th Week Midterm Exam 9th Week Design and implementation of branding strategies 10th Week Introduction, branding and brand expansion of new products 11th Week Brand management in time, brand management in geographical boundaries and market segments 12th Week Branding and Consumer Behavior 13th Week Branding and New Media 14th Week Project Presentations
RECOMENDED OR REQUIRED READING	1.Kevin Lane Keller, Strategic Brand Management, 2019, 4. Edition.(Çeviri Editörü: Doç. Dr. Aykan Candemir; Stratejik Marka Yönetimi, 2019. Nobel Akademik Yayıncılık. 2.Ahmet Hamdi İslamoğlu ve Duygu Fırat. Stratejik Marka Yönetimi. Beta Yayınları (Ders Kitabı) 3.Nurhan Babür Tosun. Marka Yönetimi. Beta Yayınları
PLANNED LEARNING ACTIVITIES AND TEACHING METHODS	Lecture,Discussion,Questions/Answers,Problem Solving,Presentation
ASSESSMENT METHODS AND CRITERIA	Quantity Percentage(%) Mid-term 1 40 Attendance 1 10 Total(%) 50 Contribution of In-term Studies to Overall Grade(%) 50 Contribution of Final Examination to Overall Grade(%) 50 Total(%) 100
ECTS WORKLOAD	Activities Number Hours Workload Midterm exam 1 1 1 Preparation for Quiz Individual or group work 14 6 84 Preparation for Final exam 1 20 20 Course hours 14 3 42 Preparation for Midterm exam 1 10 10 Laboratory (including preparation) Final exam 1 1 1 Homework Total Workload 158 Total Workload / 30 5,26 ECTS Credits of the Course 5
LANGUAGE OF INSTRUCTION	Turkish
WORK PLACEMENT(S)	No