Marmara University
Marmara University Lifelong Learning Programme

Lisans - Mühendislik Fakültesi - Endüstri Mühendisliği (İngilizce)

Müfredat Adı Ders Kodu Ders Adı Ders Türü Yıl Dönem AKTS
Endüstri Mühendisliği (İngilizce) - 2015 MRK3084 Brand Creation/Branding Zorunlu 3 3,00

Dersin İçeriği

Dersin Amacı

This course aims to show how a brand is created from consumer target selection to decide on the right product & concept mix and to create the best in class executions to make sure that the brand is advertised well and reached desired level of consumers.

Öğrenim Türü

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Dersin İçeriği

Briefing, Consumer Segmentation, SWOT Analysis, Focus Groups Studies, Etnographies & In-depth interviews, Consumer Insight, Product/Innovation Tests, Concept Mix Studies, Advertisement Creation, POA,POB,POC (point of awareness, buying and consumption), Advertisement Tests, War Gaming,Tracking Studies

Planlanan Öğrenme Aktiviteleri ve Metodları

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Staj Durumu

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Dersin Sunulduğu Dil

İngilizce

Ders Kitabı / Malzemesi / Önerilen Kaynaklar

The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term (New Strategic Brand Management: Creating & Sustaining Brand Equity) Paperback – 20 Aug 2004 by Jean-Noël Kapferer (Author)

Dersin Web Sayfası

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Müfredat Sorumlusu

Öğretim Üyesi BÜLENT EKİCİ
Ofis/Oda No
Telefon
E-Posta
Web
Öğrenci Görüşme Saatleri

Öğrenme Çıktıları

  • Learn key marketing variables in the brand creation journey.
  • Link the engineering outputs with different marketing steps and learn how to create their own brands, products.
  • Have awareness on how marketing instruments are applied on all products and mediums.
  • Understand and evaluate the good quality in products, innovations, brands, advertisements and in store executions.
  • Learn to read competitive environment, war gaming and crisis management in the brand creation process.

Haftalık Ayrıntılı Ders İçeriği

Hafta Teorik
1 Introduction to Marketing and Branding
2 Identify The Playground: Consumer Segmentation - Prioritise Consumer & Channel/Customer Segments,
3 How to Win: Creation Of Segment Profiles -In Depth Interviews, FGDs
4 How to Win: Competitor Evaluation
5 How to Win: Concept Mix Tests, Innovation Selection for the brand
6 How to Win: Creation of Brand Ladders and Winning Competitive set
7 How to Win: Introduction to Consumer Insight- Key to Winning Brand
8 Ara Sınav Haftası
9 Project 1st level Delivery and Preperation for Midterm
10 How to Win: Understanding Different Behaviour Changes and how to overcome barriers to make it happen
11 Investment Split on POA, POB and POC
12 IMC : Advertisement briefing, Advertisement Tests and Examples on good and bad
13 360 media usage and its importance
14 Tracking Performance and Instruments for tracking
15 Crisis Management and War Gaming
16 Project 2nd Level Delivery and Presentations
17 Yarı Yıl Sonu Sınavı

Değerlendirme

Değerlendirme Değer
Yarıyıl (Yıl) İçi Etkinlikleri 60
Yarıyıl (Yıl) Sonu Etkinlikleri 40
Yarıyıl (Yıl) Sonu Etkinlikleri Değer
Final Sınavı 100

Öğrenci İş Yükü Hesabı

Etkinlikler Sayısı Süresi (saat) Toplam İş Yükü (saat)
Proje ve Hazırlığı 2 10 20
Sunum ve Hazırlığı 1 10 10
Arasınav ve Hazırlığı 1 20 20
Final ve Hazırlığı 1 25 25

Program ve Öğrenme Çıktıları İlişkisi

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