Faculty Of Economıc, Admınıstratıve And Socıal Scıences
Busıness Admınıstratıon ( Englısh )
Course Information
| BRAND MANAGEMENT |
| Code |
Semester |
Theoretical |
Practice |
National Credit |
ECTS Credit |
| Hour / Week |
| MAN454 |
Spring |
3 |
0 |
3 |
5 |
| Prerequisites and co-requisites |
none |
| Language of instruction |
English |
| Type |
Elective |
| Level of Course |
Bachelor's |
| Lecturer |
Ass. Prof. Aslıhan YAVUZALP MARANGOZ |
| Mode of Delivery |
Face to Face |
| Suggested Subject |
none |
| Professional practise ( internship ) |
None |
| Objectives of the Course |
To explain the basic branding issues with the actual cases.
|
| Contents of the Course |
Brand concept, branding, brand value, brand identity, brand personality, brand management.
|
Learning Outcomes of Course
| # |
Learning Outcomes |
| 1 |
Identifies the branding conceots |
| 2 |
Analyze brand strategies |
| 3 |
Explain brand creation process |
| 4 |
Explain the historical development of brand |
Course Syllabus
| # |
Subjects |
Teaching Methods and Technics |
| 1 |
Introduction to brand concept |
Lecture |
| 2 |
Branding, branding strategies
|
Lecture |
| 3 |
Brand ligs
|
Lecture |
| 4 |
Creating the brand
|
Lecture |
| 5 |
Brand Positioning
|
Lecture |
| 6 |
Elements of Brand
|
Lecture |
| 7 |
Brand Identity
|
Lecture |
| 8 |
Review and midterm
|
Interactive |
| 9 |
Brand personality
|
Lecture |
| 10 |
Brand image
|
Lecture |
| 11 |
Brand value
|
Lecture |
| 12 |
Brand hyrearchy
|
Lecture |
| 13 |
Presentations
|
Interactive |
| 14 |
Presentations
|
Interactive |
| 15 |
Presentations
|
Interactive |
| 16 |
Final Exam |
Interactive |
Course Syllabus
| # |
Material / Resources |
Information About Resources |
Reference / Recommended Resources |
| 1 |
Keller, Strategic Brand Management, 4th Edition | Pearson |
|
|
| 2 |
Aaker, Managing Brand Equity |
|
|
Method of Assessment
| # |
Weight |
Work Type |
Work Title |
| 1 |
40% |
Mid-Term Exam |
Mid-Term Exam |
| 2 |
60% |
Final Exam |
Final Exam |
Relationship between Learning Outcomes of Course and Program Outcomes
| # |
Learning Outcomes |
Program Outcomes |
Method of Assessment |
| 1 |
Identifies the branding conceots |
5͵13͵14͵15͵17 |
1͵2 |
| 2 |
Analyze brand strategies |
3͵5͵7͵11 |
1͵2 |
| 3 |
Explain brand creation process |
7͵8͵9͵11͵13 |
1͵2 |
| 4 |
Explain the historical development of brand |
2͵8 |
1͵2 |
PS. The numbers, which are shown in the column Method of Assessment, presents the methods shown in the previous table, titled as Method of Assessment.
Work Load Details
| # |
Type of Work |
Quantity |
Time (Hour) |
Work Load |
| 1 |
Course Duration |
14 |
3 |
42 |
| 2 |
Course Duration Except Class (Preliminary Study, Enhancement) |
14 |
3 |
42 |
| 3 |
Presentation and Seminar Preparation |
1 |
20 |
20 |
| 4 |
Web Research, Library and Archival Work |
0 |
0 |
0 |
| 5 |
Document/Information Listing |
0 |
0 |
0 |
| 6 |
Workshop |
0 |
0 |
0 |
| 7 |
Preparation for Midterm Exam |
1 |
18 |
18 |
| 8 |
Midterm Exam |
1 |
2 |
2 |
| 9 |
Quiz |
0 |
0 |
0 |
| 10 |
Homework |
1 |
6 |
6 |
| 11 |
Midterm Project |
0 |
0 |
0 |
| 12 |
Midterm Exercise |
0 |
0 |
0 |
| 13 |
Final Project |
0 |
0 |
0 |
| 14 |
Final Exercise |
0 |
0 |
0 |
| 15 |
Preparation for Final Exam |
1 |
20 |
20 |
| 16 |
Final Exam |
0 |
0 |
0 |
| |
150 |
