| Course Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits | | MS1610.4B2 | Brand Management | Elective | 1 | 2 | 3 |
|
| Level of Course Unit |
| Short Cycle |
| Objectives of the Course |
| The aim of the course is to provide basic information about the brand management process. |
| Name of Lecturer(s) |
|
| Learning Outcomes |
| 1 | Get the concept of brand. | | 2 | Know the brand management process. | | 3 | Know the elements of brand equity. | | 4 | Know brand positioning strategies. | | 5 | Know brand communication and strategies. |
|
| Mode of Delivery |
| Normal Education |
| Prerequisites and co-requisities |
| None |
| Recommended Optional Programme Components |
| None |
| Course Contents |
| Within the course, brand management process and the elements involved in this process are covered. |
| Weekly Detailed Course Contents |
|
| 1 | Brand concept; Brand and product differentiation | | | | 2 | Historical development of branding; Benefits of branding | | | | 3 | The structure of the brand; Brand types | | | | 4 | Brand awareness | | | | 5 | Brand associations | | | | 6 | Brand identity | | | | 7 | Brand Conduct: Perceived quality | | | | 8 | Midterm | | | | 9 | Brand Conduct: Attitude towards the brand, Brand loyalty | | | | 10 | Brand image, brand management and process | | | | 11 | Brand positioning | | | | 12 | Marking strategies; Brand communication | | | | 13 | Consumer behavior and brand management | | | | 14 | New media and brand communication / management | | | | 15 | an owerview | | |
|
| Recommended or Required Reading |
|
| Planned Learning Activities and Teaching Methods |
|
| Assessment Methods and Criteria | |
| Midterm Examination | 1 | 100 | | 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 | 14 | 2 | 28 |
| Attending Lectures | 1 | 20 | 20 |
| Problem Solving | 14 | 1 | 14 |
| Discussion | 14 | 1 | 14 |
| Question-Answer | 1 | 1 | 1 |
| Team/Group Work | 1 | 25 | 25 |
|
| Contribution of Learning Outcomes to Programme Outcomes |
| LO1 | 3 | 3 | 2 | 4 | 2 | 4 | 2 | 5 | 4 | 2 | | LO2 | 2 | 1 | 4 | 2 | 3 | 3 | 3 | 4 | 5 | 2 | | LO3 | 4 | 1 | 2 | 5 | 2 | 4 | 2 | 5 | 5 | 2 | | LO4 | 4 | 2 | 2 | 5 | 5 | 2 | 5 | 5 | 4 | 4 | | LO5 | 4 | 4 | 4 | 3 | 3 | 3 | 3 | 3 | 5 | 4 |
|
| * Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |
 |
| |