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
UT309B.6	Global Brand Management	Elective	3	5	4

Level of Course Unit

First Cycle

Objectives of the Course

To gain the brand management skills within the framework of globalization, to work together the other functions of the business, to create a competitive advantage and to learn the issue of global competitiveness

Name of Lecturer(s)

Learning Outcomes

1	Understanding the concept of brand and approaches about brand management
2	Brand expansion strategies

Mode of Delivery

Normal Education

Prerequisites and co-requisities

none

Recommended Optional Programme Components

Course Contents

Brand concept and brand management, brand management from marketing strategy to brand strategy; brand positioning and branding, identifying brand elements to search for brand value, creating brand value marketing and integrated brand communication programs, measuring and interpreting brand performance, developing and maintaining brand value, brand manager and advertising agency responsible for protecting brand value and other marketing communication experts duties within this scope; brand loyalty policies, new product presentation and brand expansion strategies, brand management over time, brand management in different market segments and global markets.

Weekly Detailed Course Contents

Week	Theoretical	Practice	Laboratory
1	Brand and Brand Management
2	Customer-based brand value
3	Brand Positioning and values
4	Selection of brand components in creating brand value
5	Creating marketing programs while creating brand value
6	The role of integrated marketing communication in creating brand value
7	Strengthening secondary brand awareness in creating brand value
8	Midterm exam
9	Strengthening secondary brand awareness in creating brand value
10	Brand value resources
11	Measuring the return of brand value
12	Designing and implementing brand strategies
13	Designing and implementing brand strategies
14	New product development and brand expansion
15	Long-term brand management
16	Final Exam

Recommended or Required Reading

-Güçlü Markalar Yaratmak, David A. Aaker, Mediacat Yayıncılık / İş Kitabı Dizisi - İleri Düzeyde Marka Yönetimi, (Değişen Dünyada Markaları Yönetmek) Paul Temporal, Brandage / İş Yönetimi Dizisi -Küresel Marka, Nigel Hollis, Brandage / İş Yönetimi Dizisi

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)

none

Workload Calculation

Activities	Number	Time (hours)	Total Work Load (hours)
Midterm Examination	1	10	10
Final Examination	1	10	10
Attending Lectures	14	4	56
Homework	12	4	48
TOTAL WORKLOAD (hours)			124

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
LO1	5	4	4	3	4	4	4	4	4	4
LO2	4	4	4	5	4	4	4	4	3	4

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