COURSE UNIT TITLE

: SEMINAR IN BRAND MANAGEMENT

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
DBA 6365 SEMINAR IN BRAND MANAGEMENT ELECTIVE 3 0 0 8

Offered By

Business Administration (English)

Level of Course Unit

Third Cycle Programmes (Doctorate Degree)

Course Coordinator

PROFESSOR BURCU ILTER

Offered to

Business Administration (English)

Course Objective

The objective of the course is to provide students with an in-depth understanding of the critical issues and concepts that challenge today's marketing academics and managers about brand management. This course is intended for those interested in learning how brands are managed and employed as strategic assets. The basic teaching philosophy for this course is to blend the theory and practice of brand management.

Learning Outcomes of the Course Unit

1   Discover the brand management process over time in order to be able to effectively manage a brand.
2   Demonstrate various aspects of brand equity in order to be able to design strategies for building brand equity.
3   Investigate the latest developments in brand management literature.
4   Analyze academic journals in order to improve their academic working skills.
5   Demonstrate high communication skills in presenting an analysis.

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Introduction to the course
2 Article/book analysis and presentation
3 Article/book analysis and presentation
4 Article/book analysis and presentation
5 Article/book analysis and presentation
6 Article/book analysis and presentation
7 Article/book analysis and presentation
8 Article/book analysis and presentation
9 Article/book analysis and presentation
10 Article/book analysis and presentation
11 Article/book analysis and presentation
12 Article/book analysis and presentation

Recomended or Required Reading

Reading list is to be specified each semester.

Planned Learning Activities and Teaching Methods

Discussion, assignment, presentation

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 MTE MIDTERM EXAM
2 FCG FINAL COURSE GRADE
3 FCGR FINAL COURSE GRADE MTE * 0.40 + FCG* 0.60
4 RST RESIT
5 FCGR FINAL COURSE GRADE (RESIT) MTE * 0.40 + RST* 0.60


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

Further Notes About Assessment Methods

None

Assessment Criteria

1. Mid-term will be based on understanding, synthesis and evaluation of the material discussed in class.
2. Each student will prepare and conduct an analysis of a specified number of peer-reviewed journal articles and/or books according to a pre-designated schedule.
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

1. Attending at least 70 percent of lectures is mandatory.
2. Plagiarism of any type will result in disciplinary action.
3. Students are expected to participate actively in class discussions.
4. Students are expected to attend to classes on time.
5. Students are expected to prepare ahead of time for class.
6. Students are expected to follow appropriate business etiquette regarding cell phones.

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
Preparation for Midterm Exam 1 35 35
Preparing Individual/Group Assignments 11 11 121
Mid-term exam 1 2 2
TOTAL WORKLOAD (hours) 194

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7
LO.1554
LO.2554
LO.35
LO.45
LO.55

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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