BUS477 BRAND MANAGEMENT
| Course Code: | 3530477 |
| 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: | |
| Offered Semester: | Fall Semesters. |
Course Objectives
- Developing an understanding of basic marketing concepts as they apply in brand management;
- Developing the ability to apply these concepts in developing competitive brand strategy;
- Developing career interests students might have in the area of brand management.
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: BUS 271.
Course Learning Outcomes
Students completing this course will be able to:
• Understand branding process of the current marketing environment
• Understand the relationship between consumer behavior and branding
• Learn the fundamental elements of branding
• Understand the impact of branding in our daily lives
• Apply marketing theory and concepts to the "real life" examples.
• Use branding to make business decisions.
• Improve familiarity with current challenges and issues in branding.
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