MRK 4220 PRODUCT AND BRAND MANAGEMENT
20223
Prof. Dr. Burcu İlter
Class: Thursday, 15.45 (Online)
Assistant : Kevser Yılmaz
Recommended or Required Reading
1. Keller, Kevin L. (2003), Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Upper
Saddle River, NJ: Prentice Hall.
Assessment Criteria
1. Final exam will be based on essays, which evaluate understanding, synthesis, and evaluation of the textbook and
the lecture material. (Final %30)
2. Through this class you will be graded on performance on two types of assignments. (class exercises 3*10=30;
Brand audit 40 pnts)
- In-class exercises
-Groups are expected to do presentations regarding assigned small exercises, within assigned exercise dates. The
exercises can be provided either one week before the in-class exercise date or they can be given on the same date
as the exercise depending on the type of exercise. If the group members are not present on the exercise date they
will not be graded.
- Brand Audit Project
Groups are expected to select a real brand (new or well-established) and conduct an audit for that brand. Every
team must study a different brand, so pre-approval with me is necessary. The deeper you get into the company,
the more insightful the project becomes, and the greater the likelihood that your recommendations will be
implemented and you will have an impact. A startup that has not yet introduced a product is also acceptable, so
long as the product definition is sufficiently developed to allow for a meaningful brand audit. Feel free to pick a
service (e.g., non-profit or for-profit) or product (e.g., consumer, technology, or person).
A brand audit aims to assess the sources of a brand’s equity and suggest ways to improve and leverage
that equity. A brand audit is made up of:
1) A brand inventory (a current comprehensive profile of how all products and services are marketed,
branded, and sold by a company),
2) A brand exploratory (research activity directed to understanding what consumers think and feel about
the brand and its corresponding product category in order to identify sources of brand equity.), and
