Having general theoretical knowledge about the concept of brand, it is aimed to gain dominance on important managerial issues such as brand positioning, brand equity, brand identity.
Prerequisite(s)
Corequisite(s)
Special Requisite(s)
Instructor(s)
Lecturer Merve Üstündağ Eralp
Course Assistant(s)
Schedule
Office Hour(s)
Teaching Methods and Techniques
Principle Sources
Aaker, D., (2010), Güçlü Markalar Yaratmak, İstanbul: Mediacat.
Babür Tosun, N. (2016) Marka Yönetimi, İstanbul , Beta
Other Sources
Course Schedules
Week
Contents
Learning Methods
1. Week
Introduction and General Information
Oral Presentation
2. Week
Introduction to the Brand
Oral Presentation
3. Week
Difference between Brand and Product
Oral Presentation
4. Week
Branding Process
Oral Presentation
5. Week
Brand Identity Elements
Oral Presentation
6. Week
Brand Identity Elements and Brand Culture
Oral Presentation
7. Week
Mid-Term
8. Week
Brand İmage and Perceived Quality
Oral Presentation
9. Week
Brand Associations
Oral Presentation
10. Week
Brand Loyalty
Oral Presentation
11. Week
Brand personality and Culture
Oral Presentation
12. Week
Brand positioning
Oral Presentation
13. Week
General Evaluation
Oral Presentation
14. Week
Final
15. Week
16. Week
17. Week
Assessments
Evaluation tools
Quantity
Weight(%)
Program Outcomes
PO-1
Learning the basic concepts of Electronic Commerce
PO-2
To be able to analyze the relationship between Electronic Commerce and Internet correctly
PO-3
To fully grasp the legal dimension of Electronic Commerce
Learning Outcomes
LO-1
Knowledge of brand-related concepts
LO-2
Understand the importance of being a brand in competitive conditions
LO-3
Knowing the historical process of the brand
LO-4
Practices related to brand communication and management
