| Course Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits | | OT213 | Brand Management in Organic Agricultural Enterprises | Elective | 1 | 1 | 6 |
|
| Level of Course Unit |
| Second Cycle |
| Objectives of the Course |
| The aim of this course is to emphasize the importance of using the brand as a strategic tool in companies; to teach the importance and process of strategic brand management; In this context, it is the development of students' ability to analyze the subject in depth, both theoretically and practically, from the perspectives of consumers and marketing managers. |
| Name of Lecturer(s) |
| Dr. Öğr. Üyesi Şerife Kazancı Sunaoğlu |
| Learning Outcomes |
| 1 | Defines the basic concepts of brand and branding strategies. | | 2 | Explain the benefits of branding in terms of buyers, sellers and society. | | 3 | Defines brand awareness, brand loyalty, brand equity and brand equity and explains with current examples. | | 4 | Explain the stages of brand development. | | 5 | Can explain brand strategies. |
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| Mode of Delivery |
| Normal Education |
| Prerequisites and co-requisities |
| - |
| Recommended Optional Programme Components |
| - |
| Course Contents |
| Brand concept, Brand management, Brand Management Process, Brand Equity and measurement, Brand Creation Strategies/Brand Extension and Extension, Brand Positioning, Brand Communication, Brand Identity, Brand Personality and Brand Image, Brand strategy creation and implementation, Time in brand management, Differential Brand management in geographical regions and borders, Use of new media in brand management |
| Weekly Detailed Course Contents |
|
| 1 | Brand Concept, Strategic Importance of Branding | | | | 2 | Key Concepts Related to Brand | | | | 3 | Brand Management Process | | | | 4 | Brand Equivalence | | | | 5 | Brand Building Strategies/Brand Extension and Expansion | | | | 6 | Brand Positioning | | | | 7 | Brand Communication | | | | 8 | Brand Identity, Brand Personality and Brand Image | | | | 9 | Midterm | | | | 10 | Creating and implementing a brand strategy | | | | 11 | Time in brand management | | | | 12 | Brand management in different geographical regions and borders | | | | 13 | The use of new media in brand management | | | | 14 | Project Presentation | | | | 15 | 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 akademik makaleler |
| 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 | | | Work Placement(s) | | - |
|
| Workload Calculation |
|
| Midterm Examination | 1 | 1 | 1 |
| Final Examination | 1 | 2 | 2 |
| Attending Lectures | 14 | 3 | 42 |
| Question-Answer | 1 | 14 | 14 |
| Report Preparation | 1 | 10 | 10 |
| Report Presentation | 1 | 3 | 3 |
| Writing Paper | 1 | 20 | 20 |
| Self Study | 14 | 1 | 14 |
| Individual Study for Mid term Examination | 1 | 2 | 2 |
| Individual Study for Final Examination | 1 | 12 | 12 |
| Reading | 14 | 3 | 42 |
| Homework | 2 | 5 | 10 |
|
| Contribution of Learning Outcomes to Programme Outcomes |
| LO1 | 3 | 4 | 2 | 4 | 1 | 4 | 4 | 4 | 2 | 2 | 5 | 4 | 1 | 4 | 3 | 2 | 3 | 2 | 3 | | | 3 | 3 | | | LO2 | 3 | 2 | 4 | 3 | 2 | 5 | 2 | 3 | 4 | 2 | 4 | 3 | 2 | 2 | 2 | 3 | 4 | 3 | 3 | | | 4 | 3 | | | LO3 | 3 | 2 | 2 | 3 | 4 | 2 | 4 | 3 | 2 | 5 | 3 | 3 | 2 | 4 | 3 | 4 | 5 | 1 | 4 | | | 3 | 1 | | | LO4 | 4 | 3 | 2 | 3 | 1 | 4 | 5 | 3 | 2 | 3 | 3 | 3 | 1 | 5 | 3 | 3 | 5 | 4 | 2 | | | 2 | 2 | | | LO5 | 3 | 4 | 2 | 2 | 2 | 3 | 5 | 4 | 4 | 2 | 3 | 4 | 2 | 4 | 1 | 2 | 4 | 3 | 2 | | | 3 | 4 | |
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| * Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |
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