| Course Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits | | OT204 | Strategic Brand Management | Elective | 1 | 2 | 6 |
|
| Level of Course Unit |
| Second Cycle |
| Objectives of the Course |
| The aim of the course is to learn the basic concepts of brand management and to provide an understanding of the branding process. |
| Name of Lecturer(s) |
| Dr. Öğr. Üyesi Tuğba YILDIZ |
| Learning Outcomes |
| 1 | To learn the basic concepts of the brand | | 2 | Explain the importance of the brand in terms of marketing | | 3 | Ability to plan the strategic brand management process | | 4 | Explain how to create brand equity |
|
| Mode of Delivery |
| Normal Education |
| Prerequisites and co-requisities |
| None |
| Recommended Optional Programme Components |
| None |
| Course Contents |
| Basic concepts about the brand, Importance of the brand in terms of marketing, Brand registration, Brand equity creation, Brand positioning, Strategic brand management planning, Brand communication |
| Weekly Detailed Course Contents |
|
| 1 | Key concepts about the brand | | | | 2 | The importance of the brand in terms of marketing | | | | 3 | Strategic brand management process planning | | | | 4 | Brand management process | | | | 5 | Brand equity | | | | 6 | Brand personality | | | | 7 | Brand building strategies | | | | 8 | Midterm | | | | 9 | Brand positioning | | | | 10 | Brand communication | | | | 11 | Brand Communication | | | | 12 | Brand extension and expansion | | | | 13 | Brand equity measurement | | | | 14 | Brand protection and registration | | | | 15 | Brand protection and registration | | | | 16 | Final | | |
|
| Recommended or Required Reading |
| Keller, K. L. (2019). Stratejik Marka Yönetimi (Çeviri Editörü Aykan Candemir). Nobel Publishing |
| 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 | 30 | | End Of Term (or Year) Learning Activities | 70 | | SUM | 100 |
| | Language of Instruction | | Turkish | | Work Placement(s) | | None |
|
| Workload Calculation |
|
| Midterm Examination | 1 | 1 | 1 |
| Final Examination | 1 | 3 | 3 |
| Attending Lectures | 14 | 6 | 84 |
| Discussion | 7 | 3 | 21 |
| Question-Answer | 14 | 3 | 42 |
| Criticising Paper | 2 | 5 | 10 |
| Individual Study for Mid term Examination | 1 | 2 | 2 |
| Individual Study for Final Examination | 1 | 3 | 3 |
|
| Contribution of Learning Outcomes to Programme Outcomes |
| LO1 | 2 | 2 | 2 | 2 | 4 | 3 | 2 | 1 | 2 | 1 | 2 | 3 | 1 | 2 | 3 | 2 | 3 | 3 | 2 | | | 2 | 4 | | | LO2 | 1 | 1 | 2 | 3 | 3 | 3 | 3 | 3 | 3 | 2 | 3 | 2 | 3 | 2 | 4 | 2 | 3 | 3 | 2 | | | 3 | 3 | | | LO3 | 3 | 3 | 4 | 3 | 2 | 3 | 4 | 3 | 3 | 2 | 4 | 3 | 3 | 3 | 3 | 1 | 1 | 4 | 2 | | | 3 | 3 | | | LO4 | 2 | 2 | 1 | 4 | 2 | 1 | 2 | 3 | 3 | 3 | 4 | 3 | 4 | 3 | 4 | 3 | 3 | 4 | 3 | | | 3 | 4 | |
|
| * Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |
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