PAÜ .:. Eğitim Öğretim Bilgi Sistemi

COURSE INFORMATION

Course Code	Course Title	L+P Hour	Semester	ECTS
PZR 508	STRATEGIC BRAND MANAGEMENT	3 + 0	2nd Semester	7,5

COURSE DESCRIPTION

Course Level	Master's Degree
Course Type	Elective
Course Objective	What is brand equity, brand loyalty, brand awareness, perceived quality, brand associations: the positioning decision, the measurement of brand associations, selecting, creating and maintaining associations, the name, symbol and slogan, brand extensions, branding strategies, revitalizing the brand managing brand over geographic boundaries , closing observations
Course Content	This course introduces brand equity model. Topics including brand loyalty, brand awareness, perceived quality and brand associations.
Prerequisites	No the prerequisite of lesson.
Corequisite	No the corequisite of lesson.
Mode of Delivery	Face to Face

COURSE LEARNING OUTCOMES

1	the concept of brand equity
2	relationship between marketing decisions and the brand equity
3	ow brand equity should be created and maintained
4	how brand equity should be managed

COURSE'S CONTRIBUTION TO PROGRAM

ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION

Activities	Quantity	Duration (Hour)	Total Work Load (Hour)
Course Duration (14 weeks/theoric+practical)	14	3	42
Hours for off-the-classroom study (Pre-study, practice)	14	4	56
Assignments	2	15	30
Mid-terms	1	17	17
Final examination	1	20	20
Presentation / Seminar Preparation	2	15	30
Total Work Load ECTS Credit of the Course			195 7,5

COURSE DETAILS

Select Year

Course Details

Course Code	Course Title	L+P Hour	Course Code	Language Of Instruction	Course Semester
PZR 508	STRATEGIC BRAND MANAGEMENT	3 + 0	1	Turkish	2023-2024 Spring

Course Coordinator	E-Mail	Phone Number	Course Location	Attendance
Prof. Dr. AHMET BARDAKCI	abardakci@pau.edu.tr		İİBF A0142	%

Goals		What is brand equity, brand loyalty, brand awareness, perceived quality, brand associations: the positioning decision, the measurement of brand associations, selecting, creating and maintaining associations, the name, symbol and slogan, brand extensions, branding strategies, revitalizing the brand managing brand over geographic boundaries , closing observations
Content		This course introduces brand equity model. Topics including brand loyalty, brand awareness, perceived quality and brand associations.

Topics

Weeks	Topics
1	Brands and Brand Management
2	Customer Based Brand Equity
3	Brand Positioning
4	Choosing Brand Elements to Build Brand Equity
5	Designing Marketing Programs to Build Brand Equity
6	Integrating Marketing Communications to Build Brand Equity
7	Midterm exam
8	Leveraging Secondary Brand Associations to Build Brand Equity
9	Developing a Brand Equity Measurement and Management System
10	Measuring Sources of Brand Equity: Capturing Customer Mind-Set
11	Measuring Outcomes of Brand Equity: Capturing Market Performance
12	Designing and Implementing Branding Strategies
13	Introducing and Naming New Products and Brand Extensions
14	Managing Brands over Time

Materials

Materials are not specified.

Resources

Resources	Resources Language
Strategic Brand Management Kevin. L. Keller	English

Course Assessment

Assesment Methods	Percentage (%)	Assesment Methods Title
Final Exam	50	Final Exam
Midterm Exam	50	Midterm Exam

L+P: Lecture and Practice
PQ: Program Learning Outcomes
LO: Course Learning Outcomes

Prospective Student