A comprehensive review and integration of all major elements of brand communication and Brand Strategy. Market-oriented culture, customer and competitor analysis, value distribution, distribution channel design, pricing, relationship management, brand management and marketing communication. In-depth knowledge of competitive dynamics and integration of marketing strategy into overall business strategy.
Prerequisite(s)
Course Code Course Name…
Corequisite(s)
Course Code Course Name…
Special Requisite(s)
The minimum qualifications that are expected from the students who want to attend the course.(Examples: Foreign language level, attendance, known theoretical pre-qualifications, etc.)
Instructor(s)
Lecturer Dr. Meri Taksi Deveciyan
Course Assistant(s)
Schedule
The course will not be held this semester.
Office Hour(s)
Teaching Methods and Techniques
-Lecture, project presentations, reinforcement of the lesson with guest participants
Principle Sources
-Güçlü Markalar Yaratmak, David A. Aaker, Mediacat Yayıncılık / İş Kitabı Dizisi
- İleri Düzeyde Marka Yönetimi, (Değişen Dünyada Markaları Yönetmek) Paul Temporal, Brandage / İş Yönetimi Dizisi
-Küresel Marka, Nigel Hollis, Brandage / İş Yönetimi Dizisi
Case study, homework with gamification in the course
lecture,case study
15. Week
Final exam
16. Week
Final exam
17. Week
Final exam
Assessments
Evaluation tools
Quantity
Weight(%)
Homework / Term Projects / Presentations
1
25
Project(s)
1
25
Final Exam
1
50
Program Outcomes
PO-1
OP-1. Comprehends both theoretical and applied subjects in international trade at the advanced level, and uses his/her knowledge when necessary.
PO-2
OP-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
OP-3. Express his/her thoughts, comments and evaluations related to International Trade discipline both in written and oral forms.
PO-4
OP-4. Defines current problems, and proposes solutions which are supported by evidence and research based quantitative and qualitative data.
PO-5
OP-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
OP-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
OP-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
OP-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
OP-9. Uses a second language (Russian, Chinese, etc.) at the intermediate level.
PO-10
OP-10. Possesses ethical principles and scientific values in collection, interpretation and release of data.
Learning Outcomes
LO-1
Understanding the brand
LO-2
Understanding branding, brand value
LO-3
Developing appropriate brand messaging and media strategies
LO-4
Know that branding requires consistent and continuous marketing communication
LO-5
Know the brand management process and the factors affecting this process and will be able to do case study analysis
