COURSE INFORMATION Course Title: BRANDING AND BRAND MANAGEMENT

Code	Course Type	Regular Semester	Theory	Practice	Lab	Credits	ECTS
BUS 354	D	6	3	0	0	3	6

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:	This course is an introduction to the principles of brand and brand management basics. Moreover this course gives some insight on practical applications of branding. Companies in order to gain competitive advantage in this highly competitive market need to focus on building strong brands. Branding is the concept which can be applied to nearly anything. Also brand dimensions are being exploited during this course. Relationship of branding together with other concepts such as strategy and management is another important point of this course.
Course Objectives:	Consumer branding is the focal point of all businesses, domestic and global. Challenges in developing effective consumer brands must be integrated with the company’s short and long-term strategic and operational plans. One of the major goals is to identify branding issues in depth, experienced by marketing firms. Topics included are challenges and changes in marketing branding strategies that worked yesterday but likely will not fit tomorrow’s customer, managing the distribution channel to build brand equity, developing effective communication strategies in a digital environment, establishing effective global brands by region, issues-attributes-challenges in building domestic and global customer relationships.

COURSE OUTLINE

Week	Topics
1	Brands and Brand Management
2	Customer Based Brand Equity
3	Brand Positioning
4	Choosing Brand Elements and Designing Marketing Programs to Build Brand Equity
5	Integrated Marketing Communication and Brand Equity
6	Measuring and Interpreting Brand Performance
7	Mid-Term Week
8	Designing and Implementing Branding Strategies
9	National Holiday
10	Introducing and Naming New Products and Brand Extensions
11	Managing Brands over Time
12	Managing Brands over Geographic Boundaries and Market Segments
13	Project presentations
14	National Holiday

Prerequisite(s):
Textbook:	Kevin Lane Keller, Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 4thd Edition, Prentice Hall, 2013
Other References:	Jean-Noël Kapferer, New Strategic Brand Management: Creating & Sustaining Brand Equity, Kogan Page, 5th Edition, 2012. David Aaker, Building Strong Brands, The Free Press, 1996.
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.
Bachelor in Economics (3 years) Program
1	Students define the fundamental problems of economics	2
2	Students describe key economic theories	3
3	Students critically discuss current developments in economics	2
4	Students appropriately use software for data analysis	1
5	Students critically contextualize the selection of an economic problem for research within scholarly literature and theory on the topic	1
6	Students apply appropriate analytical methods to address economic problems	1
7	Students use effective communication skills in a variety of academic and professional contexts	4
8	Students effectively contribute to group work	5
9	Students conduct independent research under academic supervision	5
10	Students uphold ethical values in data collection, interpretation, and dissemination	2
11	Students critically engage with interdisciplinary innovations in social sciences	3
12	Student explain how their research has a broader social benefit	3

COURSE EVALUATION METHOD

Method	Quantity	Percentage
Homework	2	15
Midterm Exam(s)	1	30
Final Exam	1	40
	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	1	3	3
Assignments			0
Final examination	1	3	3
Other	16	2	32
Total Work Load:			150
Total Work Load/25(h):			6
ECTS Credit of the Course:			6