| Course Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits | | ORG405 | Brand Management | Compulsory | 4 | 7 | 2 |
|
| Level of Course Unit |
| First Cycle |
| Objectives of the Course |
| It examines the economic, social, cultural and psychological effects of advertising on target groups. |
| Name of Lecturer(s) |
| Yrd. Doc. Dr. Emre TEKCE |
| Learning Outcomes |
| 1 | Understanding the importance of branding for businesses; | | 2 | Explain how a brand emerges | | 3 | To understand the importance of brand image; | | 4 | To understand the importance of brand personality; | | 5 | Use social media in brand management |
|
| Mode of Delivery |
| Normal Education |
| Prerequisites and co-requisities |
| None |
| Recommended Optional Programme Components |
| None |
| Course Contents |
|
| Weekly Detailed Course Contents |
|
| 1 | Development of modern marketing and introduction to brand concept | | | | 2 | Overview of communication theories | | | | 3 | Branding bases and branding strategies | | | | 4 | Brand image and identity from public relations and advertising | | | | 5 | Brand personality and examples in this area | | | | 6 | Rakipler analysis and brand positioning | | | | 7 | Creation of brand loyalty and brand value | | | | 8 | MIDTERM | | | | 9 | Location of customer relationship management in brand communication | | | | 10 | Make use of social responsibility campaigns in brand management | | | | 11 | Brand extension and brand extensions | | | | 12 | Crisis management in brand communication | | | | 13 | Brand management and integrated marketing management | | | | 14 | Use of new media in brand management | | | | 15 | Final Exam | | | | 16 | | | |
|
| Recommended or Required Reading |
| • Çağatan Taşkın and Ömer Akat, Brand and Brand Strategies, Alfa Aktüel, Bursa, 2008
• Kevin Lane Keller, Strategic Brand Management, Prentice Hall, 2008.
|
| Planned Learning Activities and Teaching Methods |
|
| Assessment Methods and Criteria | |
| Midterm Examination | 1 | 80 | | Homework | 1 | 20 | | SUM | 100 | |
| Final Examination | 1 | 100 | | SUM | 100 | | Term (or Year) Learning Activities | 40 | | End Of Term (or Year) Learning Activities | 60 | | SUM | 100 |
| | Language of Instruction | | Turkish | | Work Placement(s) | | None |
|
| Workload Calculation |
|
| Midterm Examination | 1 | 1 | 1 |
| Final Examination | 1 | 5 | 5 |
| Attending Lectures | 14 | 1 | 14 |
| Practice | 0 | 0 | 0 |
| Question-Answer | 14 | 1 | 14 |
| Field Work | 0 | 0 | 0 |
| Self Study | 10 | 1 | 10 |
| Individual Study for Mid term Examination | 1 | 6 | 6 |
| Individual Study for Final Examination | 1 | 6 | 6 |
| Homework | 1 | 4 | 4 |
|
| Contribution of Learning Outcomes to Programme Outcomes |
| LO1 | 3 | 3 | 3 | 3 | 4 | 4 | 4 | 3 | 3 | 3 | 3 | 3 | 3 | 3 | 3 | 3 | 3 | | LO2 | 4 | 4 | 4 | 4 | 4 | 4 | 3 | 3 | 3 | 3 | 3 | 3 | 3 | 3 | 3 | 3 | 3 | | LO3 | 3 | 3 | 3 | 4 | 4 | 4 | 4 | 4 | 4 | 3 | 3 | 3 | 3 | 3 | 3 | 4 | 4 | | LO4 | 3 | 3 | 3 | 3 | 4 | 4 | 4 | 4 | 4 | 4 | 4 | 3 | 4 | 3 | 3 | 3 | 3 | | LO5 | 3 | 3 | 3 | 3 | 3 | 3 | 3 | 3 | 3 | 3 | 3 | 3 | 3 | 3 | 3 | 3 | 3 |
|
| * Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |
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