The aim of this course is to inform students about brand, brand management and brand management. In addition, to convey the methods about the problems and strategic solutions encountered in the brand management process. It is to reinforce all this information with examples.
Prerequisite(s)
None
Corequisite(s)
None
Special Requisite(s)
None
Instructor(s)
Lecturer Berna Kutsal Özer
Course Assistant(s)
None
Schedule
Thursday, 11:00-13:00 - 3A05
Office Hour(s)
CATS Meetings
Teaching Methods and Techniques
-Lecture, discussion and presentation on examples
Principle Sources
-Akdeniz Ar, A. (2004). Marka ve Marka Stratejileri. Ankara: Detay Yayıncılık
Babür Tosun, (2020). Marka Yönetimi. İstanbul: Beta Yayıncılık
Borça, G. (2013). Marka ve Yönetimi. Ankara: Anadolu Üniversitesi Yayınları
Other Sources
-Borça, G. (2002). Bu Topraklardan Dünya Markası Çıkar Mı? İstanbul: MediaCat Yayınları.
Taşkın, Ç., & Akat, Ö. (2008). Marka ve Marka Stratejileri. İstanbul: Alfa Aktüel Yayınları
Course Schedules
Week
Contents
Learning Methods
1. Week
INTRODUCTION TO BRAND MANAGEMENTBrand Definitions
Brand History in Brief
Brand Development
Lecture, presentation
2. Week
What is the Product and Brand? Differences – Comparison Brand and Product Relationship A Study on the Brand and Brand Memory The Importance of the Brand Concept
Lecture, presentation
3. Week
BASIC CONCEPTS RELATED TO BRAND- I Subjects to be Examined in This Scope:Brand Essence,Brand Identity,Brand Identity System,Brand Identity Elements,Brand Image,Brand Value,Brand Positioning,Brand Loyalty
Lecture, presentation
4. Week
BASIC CONCEPTS ABOUT BRAND - 2
Lecture, presentation
5. Week
Brand positioning
Lecture, presentation
6. Week
Brand communication
Lecture, presentation
7. Week
Midterm Exam
8. Week
The Concept of Brand Management and Its Importance Brand Management
Lecture, presentation
9. Week
Branding and Consumer Behavior
Lecture, presentation
10. Week
Branding Strategies - I
Lecture, presentation
11. Week
Branding Strategies - 2
Lecture, presentation
12. Week
Ethical and Legal Issues in Brand Management
Lecture, presentation
13. Week
Characteristics of Strong Brands and Examples
Lecture, presentation
14. Week
An overview
Lecture, presentation, case study
15. Week
Final exam
16. Week
Final exam
17. Week
Final exam
Assessments
Evaluation tools
Quantity
Weight(%)
Midterm(s)
1
40
Homework / Term Projects / Presentations
1
20
Final Exam
1
40
Program Outcomes
PO-1
P O 1. To have basic knowledge about Public Relations and Advertising
PO-2
P O 2. To have basic knowledge about Human Resources
PO-3
P O 3. To have basic knowledge about Marketing
PO-4
P O 4. To have basic knowledge about Aesthetic Arts and Fine Arts
PO-5
P O 5. To have basic knowledge about information technology
PO-6
P O 6. To have basic knowledge about Law
PO-7
P O 7. To have basic knowledge about Project Management
PO-8
P O 8. To have knowledge on Atatürk Principles and Revolution History
PO-9
P O 9. To have professional English on Communication
PO-10
P O 10. To have knowledge about effective Turkish Language
PO-11
P O 11.To have knowledge about communication
PO-12
P 0 12.To have knowledge about business functions
Learning Outcomes
LO-1
Knowledge of brand and brand management
LO-2
To understand the difference between product and brand
LO-3
To have knowledge to gain brand management competence
