| Course Unit Title | Course Unit Code | Type of Course Unit | Level of Course Unit | Year of Study | Semester | ECTS Credits |
|---|---|---|---|---|---|---|
| Brand Management | HIP214 | Elective | Associate degree | 2 | Spring | 3 |
Name of Lecturer(s)
Assistant Prof. Dr. Oylum EKŞİ
Assistant Prof. Dr. Yunus FURUNCU
Lecturer Öznur AKTAŞ
Lecturer Dr. Sema DOĞRU
Learning Outcomes of the Course Unit
1) Know the basic concepts related to brand management.
2) The aim is to develop appropriate brand communication strategies.
3) Prepare plan for brand positioning.
4) They evaluated the effect of brand communication efforts.
Program Competencies-Learning Outcomes Relation
| Program Competencies | |||||||||
| 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | ||
| Learning Outcomes | |||||||||
| 1 | High | High | High | High | High | High | High | High | |
| 2 | High | High | High | High | High | High | High | High | |
| 3 | High | High | High | High | High | High | High | High | |
| 4 | High | High | High | High | High | High | High | High | |
Mode of Delivery
Face to Face
Prerequisites and Co-Requisites
None
Recommended Optional Programme Components
BRAND
Course Contents
İnformation necessary for creating and implementing branding strategies of major issues and decisions and develop skills. The course offers students a systematic structure for an effective brand management and strategic planning process.
Weekly Schedule
1) The introduction of the basic concepts of the course content2) Brand concept , the importance of brand ( manufacturer , in terms of agents and consumers) and types
3) Concepts related to the brand ( brand personality, image, value)
4) Brand Equity
5) Brand identity and brand identity elements ( slogan , color, name ...)
6) Brand positioning
7) Brand Management Process
8) Midterm / Evaluation
9) Brand communication , importance , objectives, strategies and types
10) audiences in brand communication , personal selling and sales promotion of the brand communication field
11) Point of purchase communication Buy the brand communication field ( image editing )
12) Direct from the brand communications industry marketing and public relations (personalization)
13) Advertising and sponsorship of the brand communication field
14) New media and brands
15) Brands and creative advertising campaigns
16) Semester final exam
Recommended or Required Reading
1- MARKA YÖNETİMİ (NURHAN BABÜR TOSUN)
Planned Learning Activities and Teaching Methods
1) Lecture
2) Question-Answer
3) Discussion
4) Case Study
5) Problem Solving
Assessment Methods and Criteria
Contribution of Midterm Examination to Course Grade |
30% |
|---|---|
Contribution of Final Examination to Course Grade |
70% |
Total |
100% |
Language of Instruction
Turkish
Work Placement(s)
Not Required