TYPE OF COURSE UNIT	Elective Course
LEVEL OF COURSE UNIT	Bachelor's Degree
YEAR OF STUDY	-
SEMESTER	-
NUMBER OF ECTS CREDITS ALLOCATED	5
NAME OF LECTURER(S)	Professor Feride Bahar Işın Instructor Şükran Akpınar
LEARNING OUTCOMES OF THE COURSE UNIT	At the end of this course, the students; 1) Know the importance of the branding 2) Know the process of creating brand value. 3) Know how to build brand equity.
MODE OF DELIVERY	Face to face
PRE-REQUISITES OF THE COURSE	Yes(BUS231)
RECOMMENDED OPTIONAL PROGRAMME COMPONENT	No
COURSE DEFINITION	In the course, brand, brand value and strategic brand management, factors in creating brand value, integration of marketing, media, public relations, advertising, communication to brand value, measurement of brand value, designing branding strategies and implementation will be covered.
COURSE CONTENTS	WEEK TOPICS 1st Week Brand and Brand-Product (Difference/Similarity) 2nd Week Corporate Culture and Brand Management 3rd Week Brand Management 4th Week Corporate Identity and Brand Management 5th Week Integrated Marketing Communication Integration in Creating Brand Value 6th Week Target Audience ? Attitude ? Persuasion 7th Week Marketing Management Planning 8th Week Mid-term examination 9th Week Swot Analysis of the Brand 10th Week Brand Positoning 11th Week Brand ? Advertising ? Public Relations 12th Week Crisis Management 13th Week Project presentations 14th Week Project presentations
RECOMENDED OR REQUIRED READING	Keller, L.K., Swaminathan, V. (2019). Strategic Brand Management: Building, Measuring and Managing Brand Equity. (5th Edition). Pearson.
PLANNED LEARNING ACTIVITIES AND TEACHING METHODS	Questions/Answers,Discussion,Lecture
ASSESSMENT METHODS AND CRITERIA	Quantity Percentage(%) Mid-term 1 20 Attendance 1 10 Presentation of Case Study 1 30 Total(%) 60 Contribution of In-term Studies to Overall Grade(%) 60 Contribution of Final Examination to Overall Grade(%) 40 Total(%) 100
ECTS WORKLOAD	Activities Number Hours Workload Midterm exam 1 1,5 1,5 Preparation for Quiz 1 10 10 Individual or group work 14 1 14 Preparation for Final exam 1 50 50 Course hours 14 3 42 Preparation for Midterm exam 1 30 30 Laboratory (including preparation) Final exam 1 1,5 1,5 Homework Quiz 1 1 1 Total Workload 150 Total Workload / 30 5 ECTS Credits of the Course 5
LANGUAGE OF INSTRUCTION	English
WORK PLACEMENT(S)	No