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)	Associate Professor Burçe Akcan
LEARNING OUTCOMES OF THE COURSE UNIT	At the end of this course, the students; 1) Learn the basic concepts related to the brand created. 2) Gain knowledge of the processes and legal regulations related to branding. 3) Have the basic knowledge and skills in brand management and brand communication.
MODE OF DELIVERY	Face to face
PRE-REQUISITES OF THE COURSE	No
RECOMMENDED OPTIONAL PROGRAMME COMPONENT	None
COURSE DEFINITION	In this course; concepts such as branding, understanding brand value, developing proper brand messages and strategies will be examined. It will be emphasized that branding is a process that needs consistent and continuous communication.
COURSE CONTENTS	WEEK TOPICS 1st Week Introduction: Scope and objectives of the course. 2nd Week Brand concept, product brand relationship, benefits of branding for consumers and businesses. 3rd Week Brand perception, brand value and share value. Brand identity. 4th Week Brand personality and brand gender concepts. Relationship between gender and brand gender. Reviews the case of Turkey. 5th Week Brand identity and its components. Visual and physical elements and investments. Representation of the workforce to the brand. Internationalization. 6th Week Trademark application process. Geographical indications and branding. Sample campaign review. 7th Week Brand Management and Brand Positioning. The importance of positioning and different approaches. 8th Week Mid-term 9th Week Brand Building Strategies. 10th Week Innovation on the Road to Branding. 11th Week A case study with a brand which revised its corporate identity. 12th Week Brand Communication. 13th Week Digitalization and brand relationship. New trends, new platforms. 14th Week Employee branding and discussion on branding.
RECOMENDED OR REQUIRED READING	Batislam, E. (2021). Hap: Marka, Strateji, Reklam. İstanbul: Ceres Yayınları. Millman, D. (2017). MARKA KÜLTÜRÜ: Seth Godin'den Malcolm Gladwell'e Birçok Ustanın Görüşü. MediaCat Yayınları. Çakaloğlu, M. Ve Çağatay, S. (2017). Coğrafi İşaretler ve Marka Değerine Sahip Ürünlere Yönelik Tüketici Algısı: Finike Portakalı ve Antalya Tavşan Yüreği Zeytini Örnekleri. TEAD, 2017; 3(1): 52-65, Araştırma Makalesi. Bilsel Engin, H. (2016). MARKALAŞMA KAVRAMI ÇERÇEVESİNDE MARKA EDERİ . Öneri Dergisi , 12 (46) , 277-294. İnaç, H, Yacan, İ. (2018). Ülkelerin Markalaşma Süreci ve Marka Kavramı . Uluslararası Yönetim Akademisi Dergisi , 1 (3) , 317-331. Gemci, R, Gülşen, G , Kabasakal, F . (2009). Markalar ve Markalaşma Şartları . Uludağ University Journal of The Faculty of Engineering , 14 (1). Sinanoğlu, F . (2018). Global Marka Yaratmak Üzerine Bir Çalışma . Maltepe Üniversitesi İletişim Fakültesi Dergisi , 5 (1) , 20-37. Kıranlar, S . (2019). Cumhuriyet Döneminde Markalaşma Sürecinin Analizi (1923-1931) . Vakanüvis - Uluslararası Tarih Araştırmaları Dergisi, 4 (2), 642-664.
PLANNED LEARNING ACTIVITIES AND TEACHING METHODS	Lecture,Case Study,Problem Solving,Presentation,Discussion
ASSESSMENT METHODS AND CRITERIA	Quantity Percentage(%) Mid-term 1 40 Total(%) 40 Contribution of In-term Studies to Overall Grade(%) 40 Contribution of Final Examination to Overall Grade(%) 60 Total(%) 100
ECTS WORKLOAD	Activities Number Hours Workload Midterm exam 1 1 1 Preparation for Quiz 2 2 4 Individual or group work 14 4 56 Preparation for Final exam 1 24 24 Course hours 14 3 42 Preparation for Midterm exam 1 18 18 Laboratory (including preparation) Final exam 1 1,5 1,5 Homework 2 3 6 Total Workload 152,5 Total Workload / 30 5,08 ECTS Credits of the Course 5
LANGUAGE OF INSTRUCTION	Turkish
WORK PLACEMENT(S)	No