COURSE UNIT TITLE

: PRODUCT AND BRAND MANAGEMENT

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
MRK 4220 PRODUCT AND BRAND MANAGEMENT ELECTIVE 3 0 0 5

Offered By

BUSINESS ADMINISTRATION

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

PROFESSOR DOCTOR BURCU ILTER

Offered to

BUSINESS ADMINISTRATION
International Business and Trade
International Trade and Business (English)

Course Objective

The objective of this course is to provide students with a strategic managerial understanding of and involvement in the problem-solving process consisting of a series of interrelated steps known as new product development and a fundamental understanding of how to build, measure, and manage a brand.

Learning Outcomes of the Course Unit

1   Examine the stages in the new product development process and their interrelationships in order to be able to manage this process from a marketing point of view.
2   Interpret the commercial position of a product over its life cycle for the purpose of developing effective marketing strategies at each stage.
3   Discover the brand management process over time in order to be able to effectively manage a brand.
4   Demonstrate various aspects of brand equity in order to be able to design strategies for building brand equity.
5   Appreciate the systematic scientific analysis as well as the creative art and judgment involved in new product management.
6   Work effectively as part of a team participating and interacting in the group in a productive manner for him/herself and for the group as a whole.
7   Demonstrate high communication skills in presenting a report.

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

IBS 2001 - INTERNATIONAL MARKETING MANAGEMENT

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 INTRODUCTION
2 New product development process: Idea generation, idea screening, concept development and testing, Marketing strategy development, business analysis, product development ,Test marketing, commercialization
3 Brands and brand management and customer based brand equity
4 Brand positioning
5 Choosing brand elements to build brand equity
6 Designing marketing programs to build brand equity
7 Marketing communications to build brand equity
8 Leveraging secondary brand associations to build brand equity
9 Measuring and interpreting brand performance
10 Designing and implementing branding strategies
11 Introducing and naming new products and brand extensions
12 Managing brands over time and over geographic boundaries and market segments

Recomended or Required Reading

1. Keller, Kevin L. (2003), Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Upper Saddle River, NJ: Prentice Hall.

Planned Learning Activities and Teaching Methods

class discussions and team work

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 CAS CASE STUDY
2 ASG ASSIGNMENT
3 FN Final
4 BNS BNS CAS * 0.30 + ASG * 0.40 + FN * 0.30
5 BUT Bütünleme Notu
6 BBN Bütünleme Sonu Başarı Notu CAS * 0.30 + ASG * 0.40 + BUT * 0.30


*** Resit Exam is Not Administered in Institutions Where Resit is not Applicable.

Further Notes About Assessment Methods

None

Assessment Criteria

1. Final exam will be based on essays which evaluate understanding, synthesis and evaluation of the text book and the lecture material.
2. Groups will make a presentation of the assigned topic integrating the related theory to real life applications.
3. Presentations will be assessed on preparation, understanding, knowledge, capacity to structure, oral communication skills, ability to respond to questions and manage discussion

Language of Instruction

English

Course Policies and Rules

To be announced.

Contact Details for the Lecturer(s)

To be announced.

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 12 3 36
Preparations before/after weekly lectures 10 1 10
Preparing presentations 1 5 5
Preparation for midterm exam 1 20 20
Preparation for final exam 1 20 20
Preparing assignments 1 25 25
Midterm 1 1,5 2
Final 1 1,5 2
TOTAL WORKLOAD (hours) 120

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9PO.10PO.11PO.12PO.13PO.14PO.15
LO.15555
LO.25555
LO.35555
LO.45555
LO.55555
LO.65555
LO.75555

CONTACT INFORMATION
Dokuz Eylül Üniversitesi Cumhuriyet Bulvarı No: 144 35210 Alsancak / İZMİR
Phone: +90(232) 412 12 12 - Fax: +90 (232) 464 81 35

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