SECTION I: GENERAL INFORMATION ABOUT THE COURSE

Course Code	Course Name	Year	Semester	Theoretical	Practical	Credit	ECTS
MBM7107	Strategic Brand Management	1	Fall	3	0	3	6

Course Type :	Elective Course II
Cycle:	Master      TQF-HE:7. Master`s Degree      QF-EHEA:Second Cycle      EQF-LLL:7. Master`s Degree
Language of Instruction:	English
Prerequisities and Co-requisities:	N/A
Mode of Delivery:	Face to face
Name of Coordinator:	Dr. Öğr. Üyesi ESRA NUR GÖKHAN
Dersin Öğretim Eleman(lar)ı:	Dr. Öğr. Üyesi ESRA NUR GÖKHAN
Dersin Kategorisi:

SECTION II: INTRODUCTION TO THE COURSE

Course Objectives & Content

Course Objectives:

The fundamental aim of the Strategic Brand Management course aim to enable students to analyze the drivers of brand equity and design positioning, architecture, and portfolio strategies that deliver sustainable competitive advantage. Students develop advanced capabilities in insight generation, brand performance measurement, multi-channel/digital brand governance, and stakeholder co-creation. Emphasis is placed on data-informed decision making and integrating global, ethical, and sustainability considerations into strategic brand choices.

Course Content:

The traditional marketing concept involves educating students on concepts such as Brand Management, Brand equity, Advertising, Product Development, Distribution, Pricing, Trade and Consumer Promotions, Positioning, Differentiation, Consumer Trends, Marketing Plan and similar topics.

Course Learning Outcomes (CLOs)

Course Learning Outcomes (CLOs) are those describing the knowledge, skills and competencies that students are expected to achieve upon successful completion of the course. In this context, Course Learning Outcomes defined for this course unit are as follows:

Knowledge (Described as Theoritical and/or Factual Knowledge.)

1) Students will grasp brand management theories and gain basic knowledge of strategic brand development by understanding brand building processes.

2) By understanding basic marketing elements such as advertising, product development, pricing and distribution, students will develop their ability to combine these elements to create a comprehensive marketing plan.

Skills (Describe as Cognitive and/or Practical Skills.)

1) Students will develop practical skills such as branding, brand management and crisis management by applying them to real-world brand management scenarios

Competences (Described as "Ability of the learner to apply knowledge and skills autonomously with responsibility", "Learning to learn"," Communication and social" and "Field specific" competences.)

1) Understands ethics and social responsibility in marketing.

Weekly Course Schedule

Week	Subject	Materials Sharing *
		Related Preparation	Further Study
1)	Marketing Fundamentals	Ppt, lecturer notes, articles
2)	Marketing Environment	Ppt, lecturer notes, articles
3)	Segmentatiton	Ppt, lecturer notes, articles
4)	Targeting
5)	Introduction to Branding
6)	Brand Positioning
7)	Digital Marketing and Branding
8)	Brand Identity and Brand Image
9)	Brand Equity and Brand Loyalty
10)	Brand Communication and Advertising Strategies
11)	Brand and Sustainability
12)	Examples of Brand Success and Failure
13)	Global Branding
14)	Future of Branding: Trends and Innovations

*These fields provides students with course materials for their pre- and further study before and after the course delivered.

Recommended or Required Reading & Other Learning Resources/Tools

Course Notes / Textbooks:

Strategic Brand Management, 4th edition, Kevin Lane Keller, Prentice-Hall. Building Strong Brands" - David A. Aaker "Kellogg on Branding: The Marketing Faculty of The Kellogg School of Management" - Alice M. Tybout ve Tim Calkins "How Brands Grow: What Marketers Don't Know" - Byron Sharp "Brandwashed: Tricks Companies Use to Manipulate Our Minds and Persuade Us to Buy" - Martin Lindstrom Kotler- Marketing

References:

ppt's , pdf, articles

Level of Contribution of the Course to PLOs

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Programme Learning Outcomes	Contribution Level (from 1 to 5)
1)	Explains the fundamental and theoretical knowledge required for business management.
2)	Approaches problems encountered in the field of business administration with an analytical mindset and produces solutions.
3)	Develops problem-solving and decision-making abilities through individual and team work.
4)	Demonstrates the ability to manage employees and processes in a dynamic business environment.
5)	Acquires the skill of writing a thesis that contributes to the field by examining a current problem in business administration from a scientific perspective.
6)	Evaluates existing norms and standards in tasks undertaken with a critical perspective, and develops innovative and entrepreneurial ideas.
7)	Enhances professional-level competencies beyond undergraduate qualifications in accordance with the expectations of the business world and society, as well as the institutional outcomes defined by our university, and applies them in professional or academic life.
8)	Possesses cultural awareness and conveys it to groups both within and outside the field.

SECTION IV: TEACHING-LEARNING & ASSESMENT-EVALUATION METHODS OF THE COURSE

Teaching & Learning Methods of the Course

(All teaching and learning methods used at the university are managed systematically. Upon proposals of the programme units, they are assessed by the relevant academic boards and, if found appropriate, they are included among the university list. Programmes, then, choose the appropriate methods in line with their programme design from this list. Likewise, appropriate methods to be used for the course units can be chosen among those defined for the programme.)

Teaching and Learning Methods defined at the Programme Level	Teaching and Learning Methods Defined for the Course
Lectures
Case Study
Reading
Brain Storming

Assessment & Evaluation Methods of the Course

(All assessment and evaluation methods used at the university are managed systematically. Upon proposals of the programme units, they are assessed by the relevant academic boards and, if found appropriate, they are included among the university list. Programmes, then, choose the appropriate methods in line with their programme design from this list. Likewise, appropriate methods to be used for the course units can be chosen among those defined for the programme.)

Aassessment and evaluation Methods defined at the Programme Level	Assessment and Evaluation Methods defined for the Course
Midterm
Presentation
Final Exam

Contribution of Assesment & Evalution Activities to Final Grade of the Course

Measurement and Evaluation Methods	# of practice per semester	Level of Contribution
Presentation	1	% 10.00
Midterms	1	% 40.00
Semester Final Exam	1	% 50.00
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 50
PERCENTAGE OF FINAL WORK		% 50
Total		% 100

SECTION V: WORKLOAD & ECTS CREDITS ALLOCATED FOR THE COURSE

WORKLOAD OF TEACHING & LEARNING ACTIVITIES
Teaching & Learning Activities	# of Activities per semester	Duration (hour)	Total Workload
Course	14	3	42
Laboratory	0	0	0
Application	0	0	0
Special Course Internship (Work Placement)	0	0	0
Field Work	0	0	0
Study Hours Out of Class	23	3	69
Presentations / Seminar	13	2	26
Project	0	0	0
Homework Assignments	0	0	0
Total Workload of Teaching & Learning Activities	-	-	137
WORKLOAD OF ASSESMENT & EVALUATION ACTIVITIES
Assesment & Evaluation Activities	# of Activities per semester	Duration (hour)	Total Workload
Quizzes	1	2	2
Midterms	1	1	1
Semester Final Exam	1	1	1
Total Workload of Assesment & Evaluation Activities	-	-	4
TOTAL WORKLOAD (Teaching & Learning + Assesment & Evaluation Activities)			141
ECTS CREDITS OF THE COURSE (Total Workload/25.5 h)			6