This course deals with international brands – why they are important, what they represent to consumers, and what firms should do to manage them properly. The course provides a comprehensive and up-to-date treatment of the subjects of brands, brand equity, and international brand management – the design and implementation of marketing programs and activities to build, measure, and manage international brand equity.
Prerequisite(s)
None
Corequisite(s)
None
Special Requisite(s)
None
Instructor(s)
Assist. Prof. Dr. Didem Kayalıdereden
Course Assistant(s)
Schedule
DERS 2022-2023 DÖNEMİNDE AÇILMAMIŞTIR.
Office Hour(s)
Teaching Methods and Techniques
- Eclectic, lecturing, discussion.
Principle Sources
- Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Essex: Pearson Education Limited.
Other Sources
Course Schedules
Week
Contents
Learning Methods
1. Week
What is a brand?
- Eclectic, lecturing, discussion
2. Week
Why do brands matter?
- Eclectic, lecturing, discussion
3. Week
Can anything be branded?
- Eclectic, lecturing, discussion
4. Week
What are the strongest brands?
- Eclectic, lecturing, discussion
5. Week
Branding challenges and opportunities
- Eclectic, lecturing, discussion
6. Week
Branding challenges and opportunities
- Eclectic, lecturing, discussion
7. Week
Corporate brand personality
- Eclectic, lecturing, discussion
8. Week
Mid-Term Exam
Mid-Term Exam
9. Week
Corporate brand personality
- Eclectic, lecturing, discussion
10. Week
Identifying and establishing brand positioning
- Eclectic, lecturing, discussion
11. Week
Identifying and establishing brand positioning
- Eclectic, lecturing, discussion
12. Week
Defining a brand mantra
- Eclectic, lecturing, discussion
13. Week
Understanding brand engagement
- Eclectic, lecturing, discussion
14. Week
Understanding brand engagement
- Eclectic, lecturing, discussion
15. Week
Final Exam
Final Exam
16. Week
Final Exam
Final Exam
17. Week
Final Exam
Final Exam
Assessments
Evaluation tools
Quantity
Weight(%)
Midterm(s)
1
50
Final Exam
1
50
Program Outcomes
PO-1
Comprehends both theoretical and applied subjects in international trade at the advanced level, and uses his/her knowledge when necessary.
PO-2
Analyses basic concepts and data related to International Trade and Economics by scientific methods, interprets those with analytically, and evaluates those with regard to economic issues.
PO-3
Express his/her thoughts, comments and evaluations related to International Trade discipline both in written and oral forms.
PO-4
Defines current problems, and proposes solutions which are supported by evidence and research based quantitative and qualitative data.
PO-5
Inspects how public and private sector enterprises engaged in trade activities operates in practice, and evaluates the continuities and the dynamism in these sectors.
PO-6
Defines and tracks local, regional (such as European Union or Middle East) and global issues from the point of political economics, and relates these issues to each other.
PO-7
Possesses sufficient knowledge in other disciplines related to International Trade (such as Economics, Finance, International Business and Law), and reports this information.
PO-8
Follows publications and research in International Trade, Globalisation and Financial Systems in the English language, and communicates with his/her colleagues internationally.
PO-9
Uses a second language (Russian, Chinese, etc.) at the intermediate level.
PO-10
Possesses ethical principles and scientific values in collection, interpretation and release of data.
Learning Outcomes
LO-1
Students develop a basic understanding of the importance of branding in today’s dynamic, fast changing society.
LO-2
Students understand the importance of branding and its value creation for international organisations.
LO-3
Students learn the challenges and opportunities for branding in today’s global and highly competitive marketplace.
LO-4
Students identify various elements of branding strategy and branding opportunities available to marketing practitioners.
LO-5
Students analyse branding cases and develop strategic solutions.
