Kocaeli University / European Credit Transfer System (ECTS)

Name of Lecturer(s)

Assistant Prof. Dr. Duygu FIRAT

Learning Outcomes of the Course Unit
Program Competencies-Learning Outcomes Relation

Learning Outcomes of the Course Unit

1) Having knowledge about product management
2) Comprehend the meaning and importance of brand concept and branding
3) Comprehend branding strategies and brand rules
4) Comprehend choosing brand name, creating brand awareness and brand loyalty
5) Comprehend how to create brand image, brand positioning and integrated marketing mix
6) Comprehend brand planning

Program Competencies-Learning Outcomes Relation

		Program Competencies
		1	2	3
Learning Outcomes
	1	High	High	High
	2	High	High	High
	3	High	High	High
	4	High	High	High
	5	High	High	High
	6	High	High	No relation

Mode of Delivery

Face to Face

Prerequisites and Co-Requisites

None

Recommended Optional Programme Components

Not Required

Course Contents

During this lecture;branding and brand management, brand equity, brand equity components, measuremant of brand equity, brand positioning, brand value, brand equity and its' components(perceived quality, brand awareness, brand associations, brand loyalty)brand personality, image, brand strategy, brand communications, organization of brand managementin businesses, global brand and global branding,examples ragarding with subjects will be analyzed.

Weekly Schedule

1) Product Definition, Product Composition, Variation of Product Composition, Product Differentiation
2) New product decisions, definition of brand, importance of brand for businesses and consumers, assessment of brand by consumers.
3) Name of brand, logo of brand, slogan of brand, symbol of brand
4) Visual elements of brand(pattern, size, taste, texture, voice, font)
5) Brand equity, components of brand equity, other brand assets, perceived quality
6) Brand equity(associations of brand, brand awareness)
7) Brand equity(brand loyalty)
8) Mid - Term Examination
9) Brand personality
10) Brand identity and brand image
11) Positioning of brand
12) Branding strategies
13) Brand communicaiton
14) Measurement of brand equity and organization of brand management process
15) Global brand
16) Examination

Planned Learning Activities and Teaching Methods

1) Lecture
2) Question-Answer
3) Discussion
4) Drill and Practice
5) Brain Storming
6) Case Study
7) Self Study

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)