Master of Arts in Gastronomy with thesis
Master	TR-NQF-HE: Level 7	QF-EHEA: Second Cycle	EQF-LLL: Level 7

General course introduction information

Course Code:

GST541

Course Name:

Strategic Brand Management in Gastronomy

Course Semester:

Spring
Fall

Course Credits:

Theoretical	Practical	Credit	ECTS
3	0	3	5

Language of instruction:

Course Requisites:

Does the Course Require Work Experience?:

Type of course:

Department Elective

Course Level:

Master

TR-NQF-HE:7. Master`s Degree

QF-EHEA:Second Cycle

EQF-LLL:7. Master`s Degree

Mode of Delivery:

Course Coordinator :

Ar.Gör. MÜGE KAYA

Course Lecturer(s):

Dr.Öğr.Üyesi SERRA ORKAN

Course Assistants:

Course Objective and Content

Course Objectives:

The aim of this course is to provide graduate students with a basis for critical thinking and research in brand management. Topics include customer knowledge (learning, memory and categorization), attitudes and persuasion theories, emotions and social influences. The course content is based on marketing and psychology literatures. The course will provide students with the necessary skills to generate research ideas, construct concepts and measure them. Therefore, the course will cover a wide range of theoretical and methodological approaches to the topic of strategic brand management, as well as theoretical perspectives to contribute to existing academic knowledge.

Course Content:

Understanding the way academic knowledge is created in strategic brand management.

Learning Outcomes

The students who have succeeded in this course;

Learning Outcomes

1 - Knowledge
Theoretical - Conceptual
1) Students learn different perspectives on a wide range of theories, models and paradigms developed in the fields of business (organization and management, organizational behavior, marketing, finance, accounting, human resources, production technology, etc.) and social sciences, and gain the knowledge and skills to evaluate, interpret and criticize scientific studies and research presented in various scientific meetings on these topics.
2) In the scientific environment created at the University, in close relationships with distinguished faculty members, carefully selected guest speakers and their peers, students develop themselves as exemplary human beings, managers, leaders or academics based on ethical principles, with an awareness of a sustainable environment, social responsibility and active citizenship.
2 - Skills
Cognitive - Practical
1) Students learn to closely follow and interpret the changes, innovations and developments in the field of business administration as well as in other fields of social sciences and to identify organizational / managerial problems as practitioners in the light of this information and to produce the necessary innovative and creative solutions.
2) Students gain the knowledge, skills and responsibility to conduct original scientific/academic research independently or in partnership with other researchers, to publish the results of their research in books, articles and reports and to present them for discussion in scientific environments by using the latest innovations and research methods in business administration and social sciences in general.
3) Students will see how fast knowledge production and change is in social sciences and business administration and learn that lifelong learning is inevitable.
3 - Competences
Communication and Social Competence
Learning Competence
Field Specific Competence
Competence to Work Independently and Take Responsibility

Lesson Plan

Week	Subject	Related Preparation
1)	Key topics in brand management
2)	Measuring brand equity and approaches to measuring it
3)	Growing brand value.
4)	Creating a strong brand in competition, brand positioning, brand associations.
5)	Attitude and persuasion in brand management.
6)	Brand image - conceptualization and measurement.
7)	Brand loyalty - conceptualization and measurement.
8)	Luxury brand management.
9)	Brand management: brand-customer relationships & brand communities.
10)	Brand management: time and place.
11)	Brand management: brand extension
12)	Brand management: Brand experience .
13)	Quantitative and qualitative measurement in brand management
14)	Presentations
15)	Presentations
16)	Presentations

Sources

Course Notes / Textbooks:
References:	Strategic Brand Management, 4th edition, Kevin Lane Keller, Prentice-Hall. Akademik makaleler.

Course-Program Learning Outcome Relationship

Learning Outcomes	1	4	2	3	5
Program Outcomes
1) Ability to develop and deepen knowledge at the level of knowledge in the same or a different field, based on undergraduate level eligibility. Being able to comprehend the interdisciplinary interaction that the field spans. Ability to use theoretical and practical knowledge acquired in the field. Ability to interpret the knowledge gained in the field by integrating information from different disciplines and create new knowledge. Ability to solve field-related problems using research methods. Ability to carry out independently by combining field-related parts. To be able to systematically convey current developments in the field and one's own studies, in writing, verbally and visually, to groups within the field and outside the field, by supporting them with good and high-quality data.

Course - Learning Outcome Relationship

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Program Outcomes	Level of Contribution
1)	Ability to develop and deepen knowledge at the level of knowledge in the same or a different field, based on undergraduate level eligibility. Being able to comprehend the interdisciplinary interaction that the field spans. Ability to use theoretical and practical knowledge acquired in the field. Ability to interpret the knowledge gained in the field by integrating information from different disciplines and create new knowledge. Ability to solve field-related problems using research methods. Ability to carry out independently by combining field-related parts. To be able to systematically convey current developments in the field and one's own studies, in writing, verbally and visually, to groups within the field and outside the field, by supporting them with good and high-quality data.	4

Learning Activity and Teaching Methods

Expression
Brainstorming/ Six tihnking hats
Lesson
Web Based Learning

Assessment & Grading Methods and Criteria

Written Exam (Open-ended questions, multiple choice, true-false, matching, fill in the blanks, sequencing)
Homework
Presentation

Assessment & Grading

Semester Requirements	Number of Activities	Level of Contribution
Homework Assignments	1	% 10
Midterms	1	% 40
Final	1	% 50
total		% 100
PERCENTAGE OF SEMESTER WORK		% 50
PERCENTAGE OF FINAL WORK		% 50
total		% 100

Workload and ECTS Credit Grading

Activities	Number of Activities	Duration (Hours)	Workload
Course Hours	15	3	45
Presentations / Seminar	1	2	2
Midterms	1	2	2
Final	1	2	2
Total Workload			51