Nevşehir Hacı Bektaş Veli University Course Catalogue
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| Year/Semester of Study | 1 / Spring Semester | ||||
| Level of Course | 2nd Cycle Degree Programme | ||||
| Type of Course | Optional | ||||
| Department | BANKACILIK VE FİNANS (YÜKSEK LİSANS) | ||||
| Pre-requisities and Co-requisites | None | ||||
| Mode of Delivery | Face to Face | ||||
| Teaching Period | 14 Weeks | ||||
| Name of Lecturer | CEYLAN BOZPOLAT (cakdogan@nevsehir.edu.tr) | ||||
| Name of Lecturer(s) | |||||
| Language of Instruction | Turkish | ||||
| Work Placement(s) | None | ||||
| Objectives of the Course | |||||
| Providing background about brand management and reviewing literature | |||||
| Learning Outcomes | PO | MME | |
| The students who succeeded in this course: | |||
| LO-1 | Can describe stages of brand development |
PO-5 5. Having a vision in market and the skill to be able to take and apply strategic decisions |
Examination Presentation |
| LO-2 | Can cite levels of brand loyalty |
PO-5 5. Having a vision in market and the skill to be able to take and apply strategic decisions |
Examination Presentation |
| LO-3 | Identify ways of expanding a product line, and discuss risks that product-line extensions pose |
PO-5 5. Having a vision in market and the skill to be able to take and apply strategic decisions |
Examination Presentation |
| LO-4 | Can ability to measure brand equity |
PO-5 5. Having a vision in market and the skill to be able to take and apply strategic decisions |
Examination Presentation |
| LO-5 | Can discuss branding strategies |
PO-5 5. Having a vision in market and the skill to be able to take and apply strategic decisions |
Examination |
| PO: Programme Outcomes MME:Method of measurement & Evaluation |
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| Course Contents | ||
| Brand management, customer-based brand equity, brand positioning, price and value creation, brand positioning, measuring sources of brand equity, designing and ?mplementing branding strategies | ||
| Weekly Course Content | ||
| Week | Subject | Learning Activities and Teaching Methods |
| 1 | Brand concept | Lecture Method |
| 2 | Brand Management | Lecture Method |
| 3 | Customer-Based Brand Equity | Lecture Method |
| 4 | Brand Positioning | Discussion and Lecture Method |
| 5 | Price and Value Creation | Discussion and Lecture Method |
| 6 | Choosing Brand Elements to Build Brand Equity | Discussion and Lecture Method |
| 7 | Choosing Brand Elements to Build Brand Equity | Discussion and Lecture Method |
| 8 | mid-term exam | |
| 9 | Designing Marketing Programs to Build Brand Equit | Discussion and Lecture Method |
| 10 | Measuring Sources of Brand Equity | Lecture Method |
| 11 | Article discussion | Article Review |
| 12 | Designing and Implementing Branding Strategies | Discussion and Lecture Method |
| 13 | Managing Brands over Time | Discussion and Lecture Method |
| 14 | Managing Brands over Geographic Boundaries and Market Segments | Discussion and Lecture Method |
| 15 | Presentation | Case Study Method |
| 16 | final exam | |
| Recommend Course Book / Supplementary Book/Reading | ||
| 1 | Kevin Lane Keller Strategic Brand Management: International Edition, Prentice Hall ,2/E, 2003 | |
| Required Course instruments and materials | ||
| Kevin Lane Keller Strategic Brand Management: International Edition, Prentice Hall ,2/E, 2003 Articles | ||
| Assessment Methods | |||
| Type of Assessment | Week | Hours | Weight(%) |
| mid-term exam | 8 | 1 | 40 |
| Other assessment methods | |||
| 1.Oral Examination | |||
| 2.Quiz | |||
| 3.Laboratory exam | |||
| 4.Presentation | |||
| 5.Report | |||
| 6.Workshop | |||
| 7.Performance Project | |||
| 8.Term Paper | |||
| 9.Project | |||
| final exam | 16 | 1 | 60 |
| Student Work Load | |||
| Type of Work | Weekly Hours | Number of Weeks | Work Load |
| Weekly Course Hours (Theoretical+Practice) | 3 | 14 | 42 |
| Outside Class | |||
| a) Reading | 8 | 10 | 80 |
| b) Search in internet/Library | 5 | 6 | 30 |
| c) Performance Project | 0 | ||
| d) Prepare a workshop/Presentation/Report | 0 | ||
| e) Term paper/Project | 0 | ||
| Oral Examination | 0 | ||
| Quiz | 0 | ||
| Laboratory exam | 0 | ||
| Own study for mid-term exam | 4 | 3 | 12 |
| mid-term exam | 1 | 1 | 1 |
| Own study for final exam | 5 | 3 | 15 |
| final exam | 1 | 1 | 1 |
| 0 | |||
| 0 | |||
| Total work load; | 181 | ||