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)
Lecturer Dr. Zeki Toy, Pınar Sarp
Course Assistant(s)
Schedule
Wednesday, 11:00-13:00, Online CATS Platform
Office Hour(s)
Zeki TOY, Friday, 14:00-16:00, Online CATS Platform, by making an appointment: z.toy@iku.edu.tr
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
40
Quizzes
1
10
Final Exam
1
50
Program Outcomes
PO-1
Demonstrates a basic level of understanding in related disciplines (such as economics, sociology, psychology, quantitative sciences, etc.) that form a foundation for business administration, and makes use of and applies them to the field of business.
PO-2
Applies mathematical, scientific and social knowledge to business problems.
PO-3
Demonstrates a basic level of understanding in business functions and management (such as management, production, marketing, accounting, finance, human resources, behavioural sciences, etc.) and interprets the theoretical arguments focusing on interactions between the actors and the cultures in the field.
PO-4
Determines how to use acquired theoretical and practical knowledge and skills related to business in application and field analysis and applies them.
PO-5
Identifies and evaluates the relations in the field of business; describes the problems and presents analytical solutions through modelling and interpreting (critical thinking).
PO-6
Designs a business process in any functional stage that complies with identified objectives.
PO-7
Develops effective business communication skills (written-verbal/formal-informal).
PO-8
Owns effective working skills individually or on a team in business and multidisciplinary fields.
PO-9
Acts with a sense of professional and ethical responsibility.
PO-10
Improves effective verbal and written communication skills in English, and acquires competence in minimum one foreign language.
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.
