Bayburt University Lifelong Learning Programme

Description of Individual Course Units

Course Unit Code	Course Unit Title	Type of Course Unit	Year of Study	Semester	Number of ECTS Credits
SY311.2B	Strategic Brand Management	Elective	3	5	4

Level of Course Unit

First Cycle

Objectives of the Course

Emphasizing the importance of brand concept in terms of marketing, consumer and global competition, to provide students to understand the concept of brand management.

Name of Lecturer(s)

Dr. Öğr. Üyesi Sefa Emre YILMAZEL

Learning Outcomes

1	1- To be able to explain, apply and critically examine brand concepts
2	To understand and use branding tools and to make informed and rational choices
3	To present brand projects as a group

Mode of Delivery

Second Education

Prerequisites and co-requisities

Recommended Optional Programme Components

Understanding the concept of brand and approaches about brand management Brand value concept. Brand identity Brand expansion strategies

Course Contents

Theory and practice based on brand, brand value, brand awareness, brand image, brand identity, customer-based brand value concepts and brand management strategies.

Weekly Detailed Course Contents

Week	Theoretical	Practice	Laboratory
1	Branding and brand value
2	Brand personality / identity
3	Brand elements
4	Positioning
5	Emotional marking
6	Sub-brand creation
7	Midterm
8	Branding using advertising
9	Understanding the consumer mind
10	Understanding the consumer mind
11	International brand management
12	Group project presentations
13	Group project presentations
14	Final term

Recommended or Required Reading

Strategic brand management - Kevin L. Keller Marka Yönetimi-Işıl Karpat Aktuğlu

Planned Learning Activities and Teaching Methods

Assessment Methods and Criteria

Term (or Year) Learning Activities	Quantity	Weight
Midterm Examination	1	100
SUM		100
End Of Term (or Year) Learning Activities	Quantity	Weight
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)

Workload Calculation

Activities	Number	Time (hours)	Total Work Load (hours)
Midterm Examination	1	2	2
Final Examination	1	2	2
Attending Lectures	14	2	28
Question-Answer	10	1	10
Self Study	10	2	20
Individual Study for Mid term Examination	5	2	10
Individual Study for Final Examination	5	2	10
Oral Examination	10	2	20
Oral Examination	10	1	10
TOTAL WORKLOAD (hours)			112

Contribution of Learning Outcomes to Programme Outcomes

	PO 1	PO 2	PO 3	PO 4	PO 5	PO 6	PO 7	PO 8	PO 9	PO 10	PO 11	PO 12	PO 13	PO 14	PO 15
LO1	1	2	2	1	2	2	1			1	1	1	2	2	1
LO2	1	2	2	1	2	2	1			1	1	1	2	2	1
LO3	1	2	2	1	2	2	1			1	1	1	2	2	1

* Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High