| Course Objectives: |
The aim of this course is to explain students the fundamental principles and concepts of marketing management. Upon successful completion of this class, students will have knowledge of strategic planning and developing marketing strategy, analyzing the environment and managing market information, understanding consumer and business markets, developing customer driven marketing strategy, delivering value by product development, pricing, distribution, and promotion strategies, creating competitive advantage and implementing global marketing tools. |
| Course Content: |
Basic concepts; brand management; brand equity; brand positioning; designing marketing programs to build brand equity; integrating marketing communications to build brand equity; brand equity measurement and evaluation; branding strategies; brand extensions; sustainability in brand management; global brands; organizational, managerial and ethical issues. |
| Week |
Subject |
Related Preparation |
| 1) |
• Make the definition of a brand and explain how it differs from a product
• Explain brand equity
• Explain why brands are important
• Describe the main branding challenges and opportunities
• Explain the steps in the strategic brand management process
• Introduction to brand management
|
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| 2) |
• Define customer based brand equity
• Explain the sources and outcomes of customer based brand equity
• Identify the four components of brand positioning
• Describe the guidelines in developing a good brand positioning
• Customer based equity and brand positioning
|
Homework: to be posted by email |
| 3) |
• Define brand resonance
• Describe the steps in building brand resonance
• Define the brand value chain
• Identify the stages in the brand value chain
• Contrast brand equity and customer equity
• Brand resonance and the brand value chain
|
Homework: to be posted by email |
| 4) |
• Identify the different types of brand elements
• List the general criteria for choosing brand elements
• Describe key tactics in choosing different brand elements
• Explain the rationale for “mixing and matching” brand elements
|
Homework: to be posted by email |
| 5) |
• Identify some of the new perspectives and developments in marketing
• Describe how marketers enhance product experience
• Explain the rationale for value pricing
• Explain the direct and indirect channel options
• Explain the reasons for the growth in private labels
• Designing marketing programs to build brand equity
|
Homework: to be posted by email
|
| 6) |
• Midterm exam |
|
| 7) |
• Describe some of the changes in the new media environment
• Explain the major marketing communication options
• Describe some of the key tactical issues in evaluating different communication options
• Identify the choice criteria in developing an integrated marketing communication program
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| 8) |
• Outline the eight main ways to leverage secondary associations
• Explain the process by which a brand can leverage secondary associations
• Describe some of the key tactical issues in leveraging secondary associations from different entities
• Leveraging secondary brand associations to build brand equity
|
Homework: to be posted by email |
| 9) |
• Outline the two steps in conducting a brand audit
• Describe how to design, conduct, and interpret a tracking study
• Identify the steps in implementing a brand equity management system
• Developing brand equity measurement and management system
|
Homework: to be posted by email |
| 10) |
• Describe effective qualitative research techniques for tapping into consumer brand knowledge
• Identify effective quantitative research techniques for measuring brand awareness, image, responses, and relationships
• Explain popular brand equity models
|
Homework: to be posted by email |
| 11) |
• Define the key components of brand architecture
• Explain the guidelines for developing a good brand portfolio
• Describe how a corporate brand is different from a product brand
• Explain the rationale behind cause marketing and green marketing
• Designing and implementing brand architecture strategies
|
Homework: to be posted by email |
| 12) |
• Define the key components of brand architecture
• Explain the guidelines for developing a good brand portfolio
• Describe how a corporate brand is different from a product brand
• Explain the rationale behind cause marketing and green marketing
• Designing and implementing brand architecture strategies
|
Homework: to be posted by email |
| 13) |
• Define the different types of brand extensions
• Explain the main advantages and disadvantages of brand extensions
• Identify the key assumptions and success criteria for brand extensions
• Introducing and naming new products and brand extensions
|
Homework: to be posted by email |
| 14) |
• Explain the rationale for developing a global brand
• Identify the main advantages and disadvantages of developing a standardized global marketing program
• Define the strategic steps in developing a global brand positioning
• Describe some of the unique characteristics of brand building in developing markets like India and China
|
Homework: to be posted by email |
| 15) |
final exam |
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| |
Program Outcomes |
Level of Contribution |
| 1) |
Explains the fundamental concepts of international trade, its theoretical models and foundations, and its relationships with other disciplines |
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| 2) |
Analyzes the structure of international trade, its institutions, financial instruments, indicators, regulations, and operating mechanisms |
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| 3) |
Gains methodology-based, practical knowledge and skills in target market analysis, digital trade tools, logistics management, and commercial strategy development |
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| 4) |
Uses qualitative and quantitative data to conduct analyses by applying appropriate digital techniques and software; interprets results and proposes solutions to develop analytical thinking skills |
|
| 5) |
Conducts and implements studies in the field of international trade—individually or as part of a team—on project development, generating new ideas, and evaluating business opportunities. Collaborates with different cultures |
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| 6) |
Adopts a lifelong learning approach by monitoring developments in the global economy and international trade; continues professional and personal development |
|
| 7) |
Embraces the importance of intercultural communication and negotiation techniques; effectively uses at least one foreign language at a professional level in written and spoken form; understands and explains documents related to international trade |
|
| 8) |
Acts in accordance with professional standards and legislation in international trade—import/export practices, customs and foreign exchange transactions, and international trade law—based on ethics, social responsibility, and sustainability |
|
| 9) |
By anticipating the effects of technological developments and digitalization on international trade today and in the future, adopts a lifelong learning approach and creates competitive advantage in the global trade environment by using market entry strategies for new markets |
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ISTANBUL OKAN UNIVERSITY INFORMATION PACKAGE / COURSE CATALOGUE
