| Course Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits | | YÖN412B.2 | Brand Management | Elective | 4 | 8 | 4 |
|
| Level of Course Unit |
| First Cycle |
| Objectives of the Course |
| The aim of the course is to provide information about the brand management process, to follow and evaluate the developments in the literature, to provide the basic substructure necessary for the theoretical development and application of brand management strategies aimed at creating, preserving and developing trademark existence, and to gain competence in practice. |
| Name of Lecturer(s) |
| Doç. Dr. Bora GÖKTAŞ |
| Learning Outcomes |
| 1 | Student will be able to make the necessary bases for the theoretical development and application of brand management strategies. | | 2 | He/She will have knowledge of brand entity and its elements. | | 3 | Strategic brand management will understand the theory and practices at every stage of the process. | | 4 | They will be able to understand brand communication concept in terms of brand management. | | 5 | Will be able to develop a strategy regarding the brand. |
|
| Mode of Delivery |
| Normal Education |
| Prerequisites and co-requisities |
| None |
| Recommended Optional Programme Components |
| None |
| Course Contents |
| Brand, brand management, definitions, concepts, current issues, examples. |
| Weekly Detailed Course Contents |
|
| 1 | Introduction to brand management | | | | 2 | Branding process | | | | 3 | Brand management and ad size | | | | 4 | Brand positioning, personality and ad size | | | | 5 | Brand identity | | | | 6 | Brand Equity | | | | 7 | Brand Image | | | | 8 | MIDTERM EXAM | | | | 9 | Brand loyalty | | | | 10 | Brand associations | | | | 11 | Perceived Quality | | | | 12 | Other brand assets | | | | 13 | Brand communication | | | | 14 | Branding strategies | | | | 15 | Digital brand management | | |
|
| Recommended or Required Reading |
| *David A. Aaker, Güçlü Markalar Yaratmak, Mediacat Kitapları
*Mürsel Ferhat Sağlam, Stratejik Marka Yönetimi, Dikeyeksen Yayıncılık
*Işıl Karpat Aktuğlu, Marka Yönetimi, iletişim yayınları |
| Planned Learning Activities and Teaching Methods |
|
| Assessment Methods and Criteria | |
| Midterm Examination | 1 | 40 | | Homework | 1 | 60 | | SUM | 100 | |
| Final Examination | 1 | 100 | | SUM | 100 | | Term (or Year) Learning Activities | 60 | | End Of Term (or Year) Learning Activities | 40 | | SUM | 100 |
| | Language of Instruction | | Turkish | | Work Placement(s) | | None |
|
| Workload Calculation |
|
| Midterm Examination | 1 | 1 | 1 |
| Final Examination | 1 | 2 | 2 |
| Attending Lectures | 14 | 3 | 42 |
| Question-Answer | 14 | 3 | 42 |
| Self Study | 10 | 3 | 30 |
| Individual Study for Mid term Examination | 1 | 3 | 3 |
| Individual Study for Final Examination | 1 | 3 | 3 |
| Homework | 1 | 4 | 4 |
|
| Contribution of Learning Outcomes to Programme Outcomes |
| LO1 | 5 | 4 | 3 | 5 | 3 | 4 | | LO2 | 4 | 5 | 4 | 4 | 5 | 4 | | LO3 | 4 | 5 | 4 | 5 | 3 | 5 | | LO4 | 4 | 4 | 4 | 5 | 4 | 5 | | LO5 | 3 | 3 | 3 | 3 | 3 | 3 |
|
| * Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |
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