| TYPE OF COURSE UNIT | Elective Course |
| LEVEL OF COURSE UNIT | Associate Degree |
| YEAR OF STUDY | - |
| SEMESTER | - |
| NUMBER OF ECTS CREDITS ALLOCATED | 5 |
| NAME OF LECTURER(S) | -
|
| LEARNING OUTCOMES OF THE COURSE UNIT |
At the end of this course, the students;
1) You realize the importance of the brand
2) The process of brand value creation
3) Discover the importance of brand in strategic management
|
| MODE OF DELIVERY | Face to face |
| PRE-REQUISITES OF THE COURSE | No |
| RECOMMENDED OPTIONAL PROGRAMME COMPONENT | No |
| COURSE DEFINITION | |
| COURSE CONTENTS | | WEEK | TOPICS |
|---|
| 1st Week | Introducing the course, brand and brand management | | 2nd Week | Creating customer-based brand equity | | 3rd Week | Selection of brand features in creating brand equity | | 4th Week | Marketing program design in creating brand equity | | 5th Week | Integrated marketing communications integration in brand equity creation | | 6th Week | Development of brand equity measurement and management system | | 7th Week | Measuring brand equity and output | | 8th Week | Midterm | | 9th Week | Design and implementation of branding strategies | | 10th Week | Introduction, branding and brand expansion of new products | | 11th Week | Brand management in time, brand management in geographical boundaries and market segments | | 12th Week | Project presentations | | 13th Week | Project presentations | | 14th Week | Project presentations |
|
| RECOMENDED OR REQUIRED READING | 1. Ahmet Hamdi İslamoğlu ve Duygu Fırat. Stratejik Marka Yönetimi. Beta Yayınları (Ders Kitabı)
2. Nurhan Babür Tosun. Marka Yönetimi. Beta Yayınları |
| PLANNED LEARNING ACTIVITIES AND TEACHING METHODS | Lecture,Discussion,Questions/Answers,Problem Solving,Presentation |
| ASSESSMENT METHODS AND CRITERIA | | | Quantity | Percentage(%) |
|---|
| Mid-term | 1 | 30 | | Assignment | 1 | 20 | | Total(%) | | 50 | | Contribution of In-term Studies to Overall Grade(%) | | 50 | | Contribution of Final Examination to Overall Grade(%) | | 50 | | Total(%) | | 100 |
|
| ECTS WORKLOAD |
| Activities |
Number |
Hours |
Workload |
| Midterm exam | 1 | 1 | 1 | | Preparation for Quiz | 4 | 5 | 20 | | Individual or group work | 14 | 4 | 56 | | Preparation for Final exam | 1 | 25 | 25 | | Course hours | 14 | 2 | 28 | | Preparation for Midterm exam | 1 | 20 | 20 | | Laboratory (including preparation) | | | | | Final exam | 1 | 1 | 1 | | Homework | | | | | Total Workload | | | 151 |
|---|
| Total Workload / 30 | | | 5,03 |
|---|
| ECTS Credits of the Course | | | 5 |
|---|
|
| LANGUAGE OF INSTRUCTION | Turkish |
| WORK PLACEMENT(S) | No |
| | |
