XMBA 555 | Course Introduction and Application Information

Course Name
Brand Strategy
Code
Semester
Theory
(hour/week)
Application/Lab
(hour/week)
Local Credits
ECTS
XMBA 555
Fall/Spring
1
0
1
2

Prerequisites
None
Course Language
English
Course Type
Elective
Course Level
Second Cycle
Course Coordinator -
Course Lecturer(s) -
Assistant(s) -
Course Objectives The objective of this course is to understand the importance of brand management, and psychological aspects of consumers’ awareness, preference, and loyalty to brands
Learning Outcomes The students who succeeded in this course;
  • will be able to define the important issues in planning and evaluating brand strategies
  • will be able to evaluate business environment analysis to identify a desired or current identity/image,
  • will be able to create a brand positioning strategy, and develop a positive perception of an organization or individual
  • will be able to evaluate the effect of brand management on global markets
Course Content This course deals with issues about brand and brand management. Brand management proces and the factors affecting this process will be examined and discussed based on examples. Students will also prepare a brand management plan.

 



Course Category

Core Courses
X
Major Area Courses
Supportive Courses
Media and Management Skills Courses
Transferable Skill Courses

 

WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES

Week Subjects Related Preparation
1 Introduction and Basic Concepts Brands and Brand Management Syllabus and Various Books
2 Customer based Brand Equity Various Books
3 Brand Positioning Various Books
4 Midterm
5 Integrated Marketing Communications for Brand Equity Various Books
6 Designing Marketing Programs to Build Brand Equity Various Books
7 Case Study Various Books
8 Midterm
9 Designing and Implementing Branding Strategies Various Books
10 Repositioning a Mature Brand Various Books
11 Case study Various Books
12 International Brand Management Various Books
13 Measuring Brand Equity Various Books
14 Review
15 Review of the Semester  
16 Review of the Semester  

 

Course Textbooks Various Books
References Journals interested in brand management and websites.

 

EVALUATION SYSTEM

Semester Requirements Number Percentage
Participation
1
20
Laboratory / Application
Field Work
Quizzes / Studio Critiques
Homework / Assignments
Presentation / Jury
Project
1
80
Seminar / Workshop
Portfolios
Midterms / Oral Exams
Final / Oral Exam
Total

Contribution of Semester Work to Final Grade
70
Contribution of Final Work to Final Grade
30
Total

ECTS / WORKLOAD TABLE

Activities Number Duration (Hours) Workload
Course Hours
Including exam week: 16 x total hours
16
3
48
Laboratory / Application Hours
Including exam week: 16 x total hours
16
Study Hours Out of Class
16
3
Field Work
Quizzes / Studio Critiques
Homework / Assignments
6
Presentation / Jury
Project
1
30
Seminar / Workshop
Portfolios
Midterms / Oral Exams
7
Final / Oral Exam
15
    Total
126

 

COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP

#
Program Qualifications / Outcomes
* Level of Contribution
1
2
3
4
5
1

Broaden and deepen the knowledge about business administration at the master’s level,

X
2

Acquiring interdisciplinary knowledge and being capable to apply it,

X
3

Understanding the multidisciplinary nature of business administration, and analyze theoretical and practical information and skills gain through master’s degree on interdisciplinary dimension,

X
4

Being able to handle specialistic problems on business administration independently, and resolve them by using scientific methods, assess the results and apply them in case of necessity,

X
5

Improving new strategic approaches by thinking within innovative and holistic ways, finding solutions by taking responsibility and being able to change management during the unforeseen and complicated events in the field of business administration,

X
6

Developing strategies, policies and implementation plans to address the issues in the fields of business administration and management, and evaluating the consequences according to the processes of quality,

X
7

Digesting the necessity to apply the values of business ethics, teaching and controlling to act according to social, scientific and ethical values under any circumstances such as data collection, evaluation, announcing and practicing in the field of Business Administration,

X
8

Being able to use a foreign language for both chasing the scientific publication and developing proper communication with colleagues from other countries, in written and verbal ways .

X
9

Being able to use computer programs needed in the field business administration as well as information and communication technologies in advanced levels .

X

*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest