Course Code	Semester	Course Name	LE/RC/LA	Course Type	Language of Instruction	ECTS
STD0522		BRAND MANAGEMENT	2/0/0	DE	Turkish	2

Course Goals	This course aims to provide a thorough understanding of the critical aspects pertaining to the strategic brand management process. The course covers theory and practice of how building, measuring, and managing brand equity lead to long-term competitive advantage for firms in the challenging environment of the 21st century marketplace.
Prerequisite(s)	-
Corequisite(s)	-
Special Requisite(s)	-
Instructor(s)	Lecturer İREM ORAN
Course Assistant(s)
Schedule	-
Office Hour(s)	Wednesday, 13:00-14:00, 4A04
Teaching Methods and Techniques	-Lecture
Principle Sources	-Aaker, D.A. (1996), Building Strong Brands, NY: The Free Press. Kapferer, J.N. (2009), The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term, Kogan Page. Reis A. & Trout J. (1986), Positioning: The Battle for Your Mind, McGraw-Hill.
Other Sources	-

Course Schedules
Week	Contents	Learning Methods
1. Week	Introduction	Lecture
2. Week	Customer-Based Brand Equity	Lecture
3. Week	Brand Identity I	Lecture
4. Week	Brand Identity II	Lecture
5. Week	Brand Elements	Lecture
6. Week	IMC	Lecture
7. Week	Midterm	Midterm
8. Week	Guest Speaker	Lecture
9. Week	Film screening	Lecture
10. Week	Measuring Brand Equity	Lecture
11. Week	Branding Strategies I	Lecture
12. Week	Branding Strategies II	Lecture
13. Week	Group Presentations	Lecture
14. Week	General Evaluation	Lecture
15. Week	Final	Final
16. Week	Final	Final
17. Week	Final	Final

Assessments
Evaluation tools	Quantity	Weight(%)
Midterm(s)	1	40
Final Exam	1	60

Program Outcomes PO-1 To have theoretical and practical knowledge about the field of Medical Documentation and Secretarial PO-2 Effectively apply the knowledge and skills on medical documentation and secretarial in the field of health services PO-3 Using the information technologies required by the field in the health care delivery process PO-4 Finding solutions to the problems that arise during the process of health care provision by problem solving skills PO-5 Organization in the unit where he / she is employed, taking place within the team and exhibiting leadership characteristics PO-6 Providing coordination between the unit and the unit for the complete health care PO-7 Using language knowledge in written and verbal communication in a proper and proper manner PO-8 Having the ability to use the terminology used in the field of Medical Documentation and Secretariat and health services correctly and completely PO-9 Correct and effective communication with patients and their relatives PO-10 To know and apply business, duties, powers and responsibilities, professional ethic principles PO-11 Doing the duties correctly and completely in the fields of Medical Documentation and Secretarial PO-12 Adopting the philosophy of providing quality health care and fulfilling its duties related to the field of Medical Documentation and Secretariat in accordance with this philosophy PO-13 To share the thoughts on the issues related to the field of Medical Documentation and Secretariat in the health services and the suggestions for solutions in written and verbal ways with the related parties both inside and outside the institution

Learning Outcomes LO-1 Describe how and why brands are important in the lives of customers and firms LO-2 Describe how brands are formed in the minds of consumers LO-3 Identify sources and outcomes of customer-based brand equity LO-4 Analyze the brand identity system LO-5 Understand the role of positioning in competitive marketing conditions

Course Assessment Matrix:

PO 1

PO 2

PO 3

PO 4

PO 5

PO 6

PO 7

PO 8

PO 9

PO 10

PO 11

PO 12

PO 13