| Course Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits | | Gİ310.05 | | Elective | 3 | 6 | 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) |
| Dr. Öğr. Üyesi Şerife Kazancı Sunaoğlu |
| 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. |
|
| Mode of Delivery |
| Normal Education |
| Prerequisites and co-requisities |
| - |
| Recommended Optional Programme Components |
| - |
| Course Contents |
| Brand, brand concepts, brand strategies, brand management process, brand positioning, brand communication |
| Weekly Detailed Course Contents |
|
| 1 | Brand Concept, Strategic Importance of Branding | | | | 2 | Brand Basic Concepts, elements of the brand | | | | 3 | Key Concepts Related to Brand I | | | | 4 | Key Concepts Related to Brand II | | | | 5 | Brand Management Process | | | | 6 | Brand equity | | | | 7 | Brand Building Strategies | | | | 8 | Midterm | | | | 9 | Brand Extension and Extension | | | | 10 | Brand Positioning | | | | 11 | Brand Creation Rules | | | | 12 | Brand Communication | | | | 13 | Project Presentations | | | | 14 | Project Presentations | | | | 15 | Project Presentations and General Evaluation | | | | 16 | final exam | | |
|
| Recommended or Required Reading |
| • İslamoğlu, A. H., & Fırat, D. (2011). Stratejik marka yönetimi. Beta.
• Erdil, T. S., & Uzun, Y. (2009). Marka olmak. Beta Basım Yayım Dağıtım.
• İlgili makaleler |
| Planned Learning Activities and Teaching Methods |
|
| Assessment Methods and Criteria | |
| Midterm Examination | 1 | 50 | | Homework | 1 | 50 | | SUM | 100 | |
| Final Examination | 1 | 50 | | Project Preparation | 1 | 25 | | Project Presentation | 1 | 25 | | SUM | 100 | | Term (or Year) Learning Activities | 40 | | End Of Term (or Year) Learning Activities | 60 | | SUM | 100 |
| | Language of Instruction | | | Work Placement(s) | | - |
|
| Workload Calculation |
|
| Midterm Examination | 1 | 1 | 1 |
| Final Examination | 1 | 2 | 2 |
| Attending Lectures | 14 | 3 | 42 |
| Project Preparation | 1 | 20 | 20 |
| Project Presentation | 1 | 2 | 2 |
| Self Study | 10 | 2 | 20 |
| Individual Study for Mid term Examination | 1 | 5 | 5 |
| Individual Study for Final Examination | 1 | 10 | 10 |
| Homework | 1 | 10 | 10 |
|
| Contribution of Learning Outcomes to Programme Outcomes |
| LO1 | 3 | 2 | 1 | 4 | 3 | 4 | 3 | 2 | 1 | | LO2 | 2 | 3 | 2 | 3 | 3 | 2 | 2 | 3 | 2 | | LO3 | 2 | 3 | 2 | 4 | 4 | 2 | 3 | 1 | 2 | | LO4 | 4 | 5 | 3 | 3 | 2 | 2 | 4 | 5 | 3 |
|
| * Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |
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