| Course Name | Brand Management |
| Code | Semester | Theory (hour/week) | Application/Lab (hour/week) | Local Credits | ECTS |
|---|---|---|---|---|---|
| MPAZ 201 | Fall | 2 | 2 | 3 | 5 |
| Prerequisites | None | |||||
| Course Language | Turkish | |||||
| Course Type | Required | |||||
| Course Level | Short Cycle | |||||
| Mode of Delivery | - | |||||
| Teaching Methods and Techniques of the Course | ||||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | This lesson aims to teach the students the basic concepts and components about branding process, the strategies of creating a brand, brand positioning, brand communication strategies and management, global brand management. |
| Learning Outcomes | The students who succeeded in this course;
|
| Course Description | Branding and related terminology, the strategies of branding, the visual and auditory elements of the brand, the global brand management and marketing topics will be taught. |
| Related Sustainable Development Goals | |
|
| Core Courses | |
| Major Area Courses | X | |
| Supportive Courses | ||
| Media and Managment Skills Courses | ||
| Transferable Skill Courses |
| Week | Subjects | Required Materials |
| 1 | Introduction to the course | |
| 2 | The Self and Personality | İslamoğlu, A. H. & Fırat, D. (2016). Stratejik Marka Yönetimi, Beta Yayınları, ISBN 6053337898, Chapter 1, pp. 5-12. |
| 3 | Introduction to Marketing and Integrated Marketing Communication | İslamoğlu, A. H. & Fırat, D. (2016). Stratejik Marka Yönetimi, Beta Yayınları, ISBN 6053337898, Chapter 2, pp. 13-22. |
| 4 | Branding and Related Concepts | İslamoğlu, A. H. & Fırat, D. (2016). Stratejik Marka Yönetimi, Beta Yayınları, ISBN 6053337898, Chapter 2, pp. 24-32. |
| 5 | Strategies for Building a Brand | İslamoğlu, A. H. & Fırat, D. (2016). Stratejik Marka Yönetimi, Beta Yayınları, ISBN 6053337898, Chapter 3, pp. 35-41. |
| 6 | Strategies for Building a Brand | İslamoğlu, A. H. & Fırat, D. (2016). Stratejik Marka Yönetimi, Beta Yayınları, ISBN 6053337898, Chapter 4, pp. 44-53. |
| 7 | Brand Positioning | İslamoğlu, A. H. & Fırat, D. (2016). Stratejik Marka Yönetimi, Beta Yayınları, ISBN 6053337898, Chapter 5, pp. 57-61. |
| 8 | Midterm Exam | |
| 9 | Visual and Auditory Elements of Brand | İslamoğlu, A. H. & Fırat, D. (2016). Stratejik Marka Yönetimi, Beta Yayınları, ISBN 6053337898, Chapter 6, pp. 63-79. |
| 10 | Visual and Auditory Elements of Brand | İslamoğlu, A. H. & Fırat, D. (2016). Stratejik Marka Yönetimi, Beta Yayınları, ISBN 6053337898, Chapter 6, pp. 80-83. |
| 11 | Brand Communication | İslamoğlu, A. H. & Fırat, D. (2016). Stratejik Marka Yönetimi, Beta Yayınları, ISBN 6053337898, Chapter 7, pp. 85-91. |
| 12 | Global Brand Management | İslamoğlu, A. H. & Fırat, D. (2016). Stratejik Marka Yönetimi, Beta Yayınları, ISBN 6053337898, Chapter 7, pp. 99-110. |
| 13 | Presentation Week | Students will be given projects to work on a comprehensive research. The results will be presented in class and submitted as a report. |
| 14 | Presentation Week | Students will be given projects to work on a comprehensive research. The results will be presented in class and submitted as a report. |
| 15 | Review of the Semester | |
| 16 | Final Exam |
| Course Notes/Textbooks | Stratejik Marka Yönetimi, Fırat D., İslamoğlu H., (2016), Beta Publishing, ISBN 6053337898 |
| Suggested Readings/Materials | Güçlü Markalar Yaratmak, David Aaker, (2016), Mediacat Kitapları, ISBN 6055755164. Markalama: Başarıya Ulaştıran 20 Temel İlke, David Aaker, (2016), Mediacat Books, ISBN 6054584574. |
| Semester Activities | Number | Weigthing |
| Participation | ||
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments | ||
| Presentation / Jury | ||
| Project | 1 | 30 |
| Seminar / Workshop | 15 | |
| Oral Exam | ||
| Midterm | 1 | 25 |
| Final Exam | 1 | 30 |
| Total |
| Weighting of Semester Activities on the Final Grade | 3 | 60 |
| Weighting of End-of-Semester Activities on the Final Grade | 1 | 40 |
| Total |
| Semester Activities | Number | Duration (Hours) | Workload |
|---|---|---|---|
| Course Hours (Including exam week: 16 x total hours) | 16 | 2 | 32 |
| Laboratory / Application Hours (Including exam week: 16 x total hours) | 16 | 2 | |
| Study Hours Out of Class | 8 | 2 | 16 |
| Field Work | |||
| Quizzes / Studio Critiques | |||
| Portfolio | |||
| Homework / Assignments | |||
| Presentation / Jury | |||
| Project | 1 | 10 | |
| Seminar / Workshop | |||
| Oral Exam | |||
| Midterms | 1 | 15 | |
| Final Exams | 1 | 20 | |
| Total | 125 |
| # | Program Competencies/Outcomes | * Contribution Level | ||||
1 | 2 | 3 | 4 | 5 | ||
| 1 | To be able to know the marketing process and its environment by having the theoretical knowledge in marketing. | X | ||||
| 2 | To be able to carry out marketing activities within the framework of the relevant legislation provisions by recognizing the documents related to marketing. | X | ||||
| 3 | To be able to use the modern techniques, tools and information technologies required for marketing-related applications. | X | ||||
| 4 | To be aware of the sales organizations, sales management and sales techniques and manage the sales process and solve the possible problems that may arise. | X | ||||
| 5 | To be able to analyse the customer behaviour and use this information at the local and global scenarios. | X | ||||
| 6 | To be able to determine and effectively use the marketing related applications for modern techniques, tools and information technologies. | X | ||||
| 7 | To be able to communicate effectively in oral and written form. | |||||
| 8 | To be able to work effectively with multi-disciplinary teams, and apply them in the work environment. | |||||
| 9 | To have a wide acquaintance with the math skills and statistical knowledge required for the vocational area. | X | ||||
| 10 | To be able to follow the information in the field and communicate with colleagues by using English at the general level of European Language Portfolio A2. | |||||
| 11 | To be able to act as an example to the society by the needs of social life and with its attitudes and attitudes. | X | ||||
| 12 | To have the ability of occupational information synthesizing, analysing, interpreting, questioning, criticism, and to understand the professional legal regulations to adopt a lifelong learning approach accordingly. | X | ||||
| 13 | To be able to direct his/her education to a further level of education. | |||||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
