Course Code	Semester	Course Name	LE/RC/LA	Course Type	Language of Instruction	ECTS
ISN6104	6	Brand Management	2/0/0	CC	Turkish	4

Course Goals	To understand and practice how to analyse and manage a brand with its components, based on Aakers brand identity analysis model.
Prerequisite(s)	None
Corequisite(s)	None
Special Requisite(s)	None
Instructor(s)	LecturerHakan Okay
Course Assistant(s)
Schedule	Monday, 16:00-17:45, Ataköy Campus, 3B-03-05
Office Hour(s)	Monday, 16:00-17:45, Ataköy Campus, 3B-03-05
Teaching Methods and Techniques	This unit uses lectures (each lasting 1,5 hour) to develop students' achievement of the defined objectives. The teaching approach consists of analysing brand management theory with historic and current examples.
Principle Sources	- David Aaker, Building Strong Brands, Free Pres, 1996. - Al&Laura Ries,  Marka Yaratmanın 22 Kuralı, Mediacat, 2000. - Işıl Karpat Aktuğlu, Marka Yönetimi, İletişim, 2004. - Jack Trout, Konumlandırma Stratejileri, Optimist, 2005. - Neil Duffy, Aşkla Yaratılan Markalar, MediaCat, 2005. - Duane E. Knapp, Marka Aklı, Mediacat, 2002. - Alycia Perry / David Wisnom,  Markanın DNA’sı, Mediacat, 2005. - Ferruh Uztuğ, Markan Kadar Konuş, Mediacat, 2003. - Güven Borça, Bu Topraklardan Dünya Markası Çıkar Mı?, Mediacat, 2002. - Martin Lindstrom, Duyular ve Marka,  Optimist, 2006. - Douglas B. Holt, İkon Markalar, MediaCat, 2006.
Other Sources

Course Schedules
Week	Contents	Learning Methods
1. Week	History of branding	Verbal Lecture
2. Week	Brand definition and context	Verbal Lecture
3. Week	Brand identity planning model: Brand Analysis	Verbal Lecture
4. Week	Brand identity planning model: Brand Identity	Verbal Lecture
5. Week	Brand identity planning model: Brand Positioning I	Verbal Lecture
6. Week	Brand identity planning model: Brand Positioning II	Verbal Lecture
7. Week	Midterm exam.	Midterm exam.
8. Week	Brand naming	Verbal Lecture
9. Week	Brand icons and symbols I	Verbal Lecture
10. Week	Brand icons and symbols I	Verbal Lecture
11. Week	Brand equity models	Verbal Lecture
12. Week	Assignment presentation	Project
13. Week	Case analysis	Case study
14. Week	Case analysis	Case study
15. Week	Assessment	Assessment
16. Week	Assessment	Assessment
17. Week	Assessment	Assessment

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

Program Outcomes PO-1 Students will be able to define the concepts of communication, art, culture and others on the field and to associate the acquired theoretical information with the practices in the sector. PO-2 To gain the success on the field they will acquire the must theoretical acquisitions and they will be able to make creative designs by learning the quantitative and qualitative methods of the field. PO-3 By understanding developments of the subjects like communication, media, culture and art in their historical processes students will be able to evaluate the changes and results in the field related to cultural, social and technological improvements. PO-4 They will observe the technological, cultural and social improvements and will be able to practice these changes in the field. PO-5 They will be able to analysis the subjects they read, perceived and understand. PO-6 Students will embrace contemporary academic and professional approaches on communication and design and will be able to adapt them to their works. PO-7 By improving their research skills, students will be able to bring together different information sources and communication channels, thus developing creative communication strategies. PO-8 By improving their skills on management and leadership they will be able organize their time and sources effectively. PO-9 They will develop detailed and must knowledge in the main professional fields like advertisement writership, customer representative, brand manager, communication strategist and communication consultancy. PO-10 Students will generate communication strategy in certain subjects and realize every related works. PO-11 They will work creatively, freely and flexibly in their personal lines. PO-12 Students will be able to provide and amass the necessary ideas and knowledge to give their projects a more effective and convincing formation in written, verbal or other ways. PO-13 During a relation with target group in a work they will be promoters who are encouraging the team work. PO-14 Students will be able to use necessary items and equipments of their profession in exact time and place and will practice their projects on time. PO-15 They will improve solutions to problems in the communication process and able to use their initiatives.

Learning Outcomes LO-1 Will be able to understand the concept and the evolution of brands LO-2 Will be able to be familiar with the current brand terminology LO-3 Wiil be able to understand basic components of a brand LO-4 Will be able to understand the concept of brand differentiation LO-5 Will be able to understand what are the important elements of brand awareness and associations LO-6 Will be able to evaluate the importance of product attributes in creating a brand image LO-7 Will be able to understand and practice brand analysis LO-8 Will be able to understand and practice brand positioning

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

PO 14

PO 15

LO 1

LO 2

LO 3

LO 4

LO 5

LO 6

LO 7

LO 8