BA4725 BRAND MANAGEMENT
| Course Code: | 3124725 |
| METU Credit (Theoretical-Laboratory hours/week): | 3 (3.00 - 0.00) |
| ECTS Credit: | 6.0 |
| Department: | Business Administration |
| Language of Instruction: | English |
| Level of Study: | Undergraduate |
| Course Coordinator: | Prof.Dr. EMİNEGÜL KARABABA |
| Offered Semester: | Fall Semesters. |
Course Objectives
It is increasingly argued within marketing management circles that companies no longer make products, rather they create, develop and build brands. The purpose of this course is to provide a thorough understanding of branding processes in the 21st century. The role of brands and branding are examined at two levels. In macro level analysis, the sociocultural role of brands in contemporary global consumer culture is provided. In micro level analysis the role of brands and branding both from a managerial and a consumer perspective are covered. In the first part of the course, consumers and their behavior with regard to brands will be examined. Examples of consumer issues include consumer brand relationship, consumer identity construction, and brand communities. Also, social role of brands as cultural, ideological, and political objects or global ideoscapes are discussed in the class. In the second part of the course, managerial concepts such as brand equity, brand identity, corporate branding, brand extensions, and co-branding is covered.
Course Content
The course provides a thorough understanding of branding processes in the 21st century. In the first part of the course, consumers and their behavior with regard to brands will be examined. Also, social role of brands as cultural, ideological, and political objects are discussed in the class. In the second part of the course, managerial concepts such as brand equity, brand identity, brand types, corporate branding, brand extensions, and brands and innovations are covered.
Prerequisites: BA 2701.
Course Learning Outcomes
On successful completion of this course, students should be able to:
Course Specific Skills:
Explain and discuss how brands are strategic assets for companies towards a strong market position. Articulate, analyze, and plan brand positioning and design. Develop appropriate brand strategies for different types of brands Explain and discuss how consumers interact with brands Demonstrate an understanding of the interdisciplinary foundations (psychology, sociology, and anthropology) that underpin branding Recognize and reflect upon the social and cultural significance of brands in 21st century consumer culture
Discipline Specific Skills:
differentiate, apply, analyze, and reflect on theories, concepts, and methods commonly used in exploring and understanding branding understand interactions of firm, consumer, and society around brands
Personal and Key Skills:
participate in group interaction, including leadership and discussion opportunities develop oral and written communication skills, including negotiation, argumentation, and written presentation
develop critical reading and writing skills
Program Outcomes Matrix
| Level of Contribution | |||||
| # | Program Outcomes | 0 | 1 | 2 | 3 |
| 1 | They attain advanced level of knowledge in the functional areas of business administration such as strategic management, marketing, accounting, finance, organization management, human resources, and operations management. | ✔ | |||
| 2 | They are capable of identifying and analyzing legal, environmental and social factors, which influence the basic functional areas of the business administration. | ✔ | |||
| 3 | They understand and implement rational, systematic and scientific approaches effectively in problem solving and decision-making processes. | ✔ | |||
| 4 | They are capable of applying, analyzing, synthesizing and evaluating the knowledge they have in diverse fields efficiently | ✔ | |||
| 5 | They are capable of transferring information by using efficient verbal and written communication techniques. | ✔ | |||
| 6 | They are capable of performing professional communication effectively also in English. | ✔ | |||
| 7 | They know the methods of performing efficient teamwork. | ✔ | |||
| 8 | They are capable of following the contemporary techniques, scientific and technological developments in their fields and are able to conduct research and studies in order to develop their business administration related knowledge, skills, and competences. | ✔ | |||
| 9 | They are knowledgeable in the areas of professional ethics and responsibility. | ✔ | |||
| 10 | They are capable of utilizing their knowledge and skills efficiently in global and multicultural contexts. | ✔ | |||
| 11 | They are knowledgeable in the issues of environment, social responsibility, social justice, quality and cultural values | ✔ | |||
| 12 | They have a creative, innovative and critical perspective. | ✔ | |||
0: No Contribution 1: Little Contribution 2: Partial Contribution 3: Full Contribution