COURSE INFORMATION Course Title: STRATEGIC BRAND MANAGEMENT

Code	Course Type	Regular Semester	Theory	Practice	Lab	Credits	ECTS
BUS 812	B	2	3	0	0	3	10

Academic staff member responsible for the design of the course syllabus (name, surname, academic title/scientific degree, email address and signature)	NA
Lecturer (name, surname, academic title/scientific degree, email address and signature) and Office Hours:	Vusal Gambarov
Second Lecturer(s) (name, surname, academic title/scientific degree, email address and signature) and Office Hours:	NA
Teaching Assistant(s) and Office Hours:	NA
Language:	English
Compulsory/Elective:	Elective
Classroom and Meeting Time:
Course Description:	Brand management is the discipline that links strategic business objectives, marketing, and operations. High performance companies understand the importance of their brand and actively manage brand equity. Practice of pioneering companies and advanced theories proves than brand is an important asset for the company. Furthermore, brand building process is an investment, like other specialized skills and techniques of the company.
Course Objectives:	This course will address the importance of brands, what they represent to customers, and what should be done by organizations to manage them properly. Learning how to develop and apply tactics and strategies in brand management through a systematic model and process is crucial for companies in order to be as much as possible competitive in the market.

COURSE OUTLINE

Week	Topics
1	Brand and Branding: A Conceptual Overview
2	Strategic Importance of Brand in Capturing Success in the Market
3	Brand Elements: The Brand Book
4	Brand Equity: Brand Awareness and Brand Image
5	The Positioning of the Brand as a Part of Overall Marketing Strategy
6	The Importance of Brand Resonance and The Brand Value Chain
7	Building Brand Equity: Selection of Proper Brand Elements and Marketing Program
8	Strategic Importance of Communication in Building Brand Equity
9	Brand Associations and The Importance in the Overall Process of Creating Brand Equity
10	Measuring Sources of Brand Equity: Capturing Customer Mind-Set
11	Measuring Sources of Brand Equity: Capturing Market Performance
12	Growing and Sustaining Brand Equity
13	Designing and Implementing Brand Architecture Strategies
14	MManaging Brands over Time, over Geographic Boundaries and Market Segments

Prerequisite(s):	Marketing Management
Textbook:	1. Keller, Kevin Lane, Tony Apéria, and Mats Georgson. Strategic brand management: A European perspective. Pearson Education, 2008. 2. Kapferer, Jean-Noel. The new strategic brand management: Advanced insights and strategic thinking. Kogan page publishers, 2012. 3. Rosenbaum-Elliott, Richard, Larry Percy, and Simon Pervan. Strategic brand management. Oxford University Press, USA, 2015.
Other References:	1. Keller, Kevin Lane. "Conceptualizing, measuring, and managing customer-based brand equity." the Journal of Marketing (1993): 1-22. 2. Farquhar, Peter H. "Managing brand equity." Marketing research 1.3 (1989). 3. Aaker, David A. "Measuring brand equity across products and markets."California management review 38.3 (1996): 102-120. 4. Aaker, Jennifer L. "Dimensions of brand personality." Journal of marketing research (1997): 347-356. 5. Aaker, David A., and Kevin Lane Keller. "Consumer evaluations of brand extensions." The Journal of Marketing (1990): 27-41.
Laboratory Work:
Computer Usage:
Others:	No

COURSE LEARNING OUTCOMES

1	Be able to describe and identify all the components of Brand Management and how they affect and improve marketing decision-making.
2	Be able to design, implement and evaluate Branding strategies
3	Be able to understand how “strong” brands are created and what should be done to maintain strong brands over time.

COURSE CONTRIBUTION TO... PROGRAM COMPETENCIES (Blank : no contribution, 1: least contribution ... 5: highest contribution)

No	Program Competencies	Cont.
Doctorate (PhD) in Business Administration Program
1	The students are expected to gain the skills of understanding, analyzing, explaining and using the fundamental concepts of Business Administration.	4
2	Skills of understanding the requirements for designing a business unit or environment.	4
3	They gain knowledge about management and organization.	3
4	They gain knowledge about marketing and production.	5
5	They gain knowledge about accounting and finance.	2
6	They learn how to benefit from mathematical and statistical methods used in business management.	1
7	Learning the communication skills by acquiring the professional terminology of business administration.	2
8	Learning and adopting the ethical, social and legal (laws and regulations) responsibilities needed in the field of business administration and management.	3
9	Ability to effectively use technological devices (IT systems) and modern techniques in managing a business environment successfully.	1
10	Gain the theoretical knowledge of both classical and modern theories necessary to manage a business.	3
11	Acquiring an open minded-attitude through continuous learning and practice and participation.	4

COURSE EVALUATION METHOD

Method	Quantity	Percentage
Project	1	40
Final Exam	1	40
Other	1	20
	Total Percent:	100%

ECTS (ALLOCATED BASED ON STUDENT WORKLOAD)

Activities	Quantity	Duration(Hours)	Total Workload(Hours)
Course Duration (Including the exam week: 16x Total course hours)	16	3	48
Hours for off-the-classroom study (Pre-study, practice)	16	4	64
Mid-terms			0
Assignments			0
Final examination	1	3	3
Other	1	135	135
Total Work Load:			250
Total Work Load/25(h):			10
ECTS Credit of the Course:			10