TYPE OF COURSE UNIT	Elective Course
LEVEL OF COURSE UNIT	Master's Degree Without Thesis
YEAR OF STUDY	-
SEMESTER	-
NUMBER OF ECTS CREDITS ALLOCATED	10
NAME OF LECTURER(S)	-
LEARNING OUTCOMES OF THE COURSE UNIT	At the end of this course, the students; 1) Open to innovations and adapt innovations to the field. 2) Explain the concepts of brand awareness, brand value, brand identity and brand balance. 3) Can create the marking process for the destination. 4) Manage the branding period of a tourism company and develop policies. 5) İdentify the processes and strategies of creating a city brand. 6) İdentify the relationship between marketing management and consumer behavior.
MODE OF DELIVERY	Face to face
PRE-REQUISITES OF THE COURSE	No
RECOMMENDED OPTIONAL PROGRAMME COMPONENT
COURSE DEFINITION	This course aims to provide culinary arts students with a framework for developing branding strategies in relation to food products. Topics covered throughout this course include the analysis of the concept of branding in relation to communications theory, comparison of competing brands and institutional identity creation, branding through social media, and brand management in crises situations.
COURSE CONTENTS	WEEK TOPICS 1st Week Overview of brand concept 2nd Week History of the brand 3rd Week Legal regulation of the brand 4th Week Brand types 5th Week Definition and importance of brand management 6th Week Correct brand positioning, brand segment, brand image, analysis of competitors 7th Week Establishing regular relationships with customers, customer evaluation, brand strategy development 8th Week Midterm 9th Week Performance measurement, continuous structuring, situation analysis 10th Week Relationship between corporate identity and brand 11th Week Destination branding 12th Week Symbolic power of brands 13th Week Branding of tourism enterprises 14th Week Being an international brand and creating a country brand 15th Week Final Exam
RECOMENDED OR REQUIRED READING	1. Aaker, D. (1998). Strategic Brand Management. Building Strong Brand, Printice Hall. 2. Özdemir, A. (2005). Marka Yaratmanın 22 Kuralı. MediaCat Yayınları, Ankara.
PLANNED LEARNING ACTIVITIES AND TEACHING METHODS	Lecture,Discussion,Questions/Answers,Practice,Presentation,Project
ASSESSMENT METHODS AND CRITERIA	Quantity Percentage(%) Mid-term 1 30 Total(%) 30 Contribution of In-term Studies to Overall Grade(%) 30 Contribution of Final Examination to Overall Grade(%) 70 Total(%) 100
ECTS WORKLOAD	Activities Number Hours Workload Midterm exam 1 2 2 Preparation for Quiz Individual or group work 14 10 140 Preparation for Final exam 1 40 40 Course hours 14 3 42 Preparation for Midterm exam 1 30 30 Laboratory (including preparation) Final exam 1 2 2 Homework 1 20 20 Presentation (including preperation) 1 3 3 Field Research 1 3 3 Article Presentation 1 3 3 Total Workload 285 Total Workload / 30 9,5 ECTS Credits of the Course 10
LANGUAGE OF INSTRUCTION	Turkish
WORK PLACEMENT(S)	No