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Program Type: 
Thesis
Course Code: 
DBA 643
Course Type: 
Elective
P: 
3
Lab: 
0
Credits: 
3
ECTS: 
10
Course Language: 
English
Course Objectives: 
The purpose of this course is to provide doctoral students with a solid foundation for critical thinking and research in brand management. Topics of discussion include consumer knowledge (learning, memory and categorization), attitude theory, persuasion, affect and social influence. The course draws from the literature in marketing and psychology. The course will enable students to conceptualize, operationalize, and develop research ideas. Therefore, the focus is on understanding theoretical and methodological approaches to various aspects of strategic brand management, as well as advancing this knowledge by developing theoretical perspectives that build on the current knowledge base.
Course Content: 
Books and Scientific Articles
Teaching Methods: 
1. Lecture Method 2. Question/Answer Method 3. Discussion Method 4. Case Study Method 5. Workshop 6. Problem Solving Method
Assessment Methods: 
A: Exam, B:Presentation, C: Homework

Vertical Tabs

Course Learning Outcomes

Learning Outcomes Program Learning Outcomes Teaching Methods Assessment Methods
  1. Understand the way academic knowledge is developed in strategic brand management research
4, 7,9,10 1,2,3 B, C

Course Flow

COURSE CONTENT
Week Topics Study Materials
1 Introduction: Main concepts in branding Academic articles and related books
2 Measuring sources of brand equity and brand equity measurement approaches Academic articles and related books
3 Growing and sustaining brand equity Academic articles and related books
4 Creating brands in a competitive market, Brand positioning and brand associations, Academic articles and related books
5 Attitude and perception research in branding Academic articles and related books
6 Brand image – conceptualization and measurement Academic articles and related books
7 Brand loyalty - conceptualization and measurement Academic articles and related books
8 Luxury brand management Academic articles and related books
9 Managing Brands: Brand-Person relationships & brand community Academic articles and related books
10 Managing Brands: Over time and geographic boundaries Academic articles and related books
11 Managing Brands: Brand extension research Academic articles and related books
12 Managing Brands: Brand experience (Customer Journeys) Academic articles and related books
13 Quantitative and qualitative measurement in branding Academic articles and related books
14 Presentations Academic articles and related books
15 Presentations Academic articles and related books
16 Presentations Academic articles and related books

Recommended Sources

RECOMMENDED SOURCES
 

Textbook

Strategic Brand Management, 4th edition, Kevin Lane Keller, Prentice-Hall.
Additional Resources Scientific articles

Material Sharing

MATERIAL SHARING
Documents -
Assignments -
Exams -

Assessment

ASSESSMENT
IN-TERM STUDIES NUMBER PERCENTAGE
Presentations and class participation 1 40
Final (Paper) 1 60
Total   100

Course’s Contribution to Program

COURSE'S CONTRIBUTION TO PROGRAM
No Program Learning Outcomes Contribution
1 2 3 4 5
1 Ph.D. candidates gain knowledge and skills to interpret and criticize many theories, models, and paradigms related to different perspectives that developed in the fields of business (organization and administration, organization behavior, marketing, finance, human resources, production technology, etc.)and social sciences and evaluation of scientific studies and research presented at scientific meetings         X
2 Ph.D. candidates learn to track and interpret the changes, innovations and developments in business administration or in other fields of social sciences, and as practitioners determine the organizational and managerial problems, create innovative solutions in the light of this information.       X  
3 Ph.D. candidates gain knowledge, ability, and responsibility to carry out unique scientific and academic researches independently or in partnership with other researchers in the field of social sciences, and to publish the research results in forms of book, article, report and to present for discussing in scientific areas.         X
4 Ph.D. candidates become managers based on ethical issues, leaders, or academicians who have consciousness of a sustainable environment, social responsibility and active citizenship in the scientific environment in the university, in the close relationship with outstanding faculty members, selected guest speakers and the teammates who they are educated together.     X    
5 Ph.D. candidates learn that the employees of the national and international organizations they manage come from different backgrounds and culture, cultural conflicts occur in mergers and cross-country mobility of the labor force, in a scientific environment and evolve as successful managers and leaderswho can manage cultural differences.       X  
6 Ph.D. candidates gain leadership qualifications to make rational decision-making for long-term strategic planning and application of plans in the organizations they work.         X
7 Ph.D. candidates learn that strategic management is teamwork and results can be achieved only by working as teams.     X    
8 Ph.D. candidates learn that information developed in different fields of social sciences complete each other and in scientific studies, having multidisciplinary approach and viewpoint is inevitable.       X  
9 In long-term doctoral studies, Ph.D. candidates prepare papers and presentations in English and they criticized for improvement of their studies, they gain effective communication skills in both their native language and in English.         X
10 Ph.D. Candidates experiences how rapid is production and development of information in social sciences and in business administration and learn that life-long learning is inevitable.       X  

ECTS

 
 

ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION

Activities Quantity Duration
(Hour)
Total
Workload
(Hour)
Course Duration (Including the exam week: 16x Total course hours) 16 3 48
Hours for off-the-classroom study (Pre-study, practice) 16 8 128
Presentations and class participation 1 20 20
Final examination (paper) 1 40 40
Total Work Load     236
Total Work Load / 25 (h)     9.44
ECTS Credit of the Course         10