Brand Management (MAN428) Course Detail

Course Name Course Code Season Lecture Hours Application Hours Lab Hours Credit ECTS
Brand Management MAN428 3 0 0 3 5
Pre-requisite Course(s)
N/A
Course Language English
Course Type N/A
Course Level Bachelor’s Degree (First Cycle)
Mode of Delivery Face To Face
Learning and Teaching Strategies Lecture, Question and Answer, Observation Case Study.
Course Coordinator
Course Lecturer(s)
  • Assoc. Prof. Dr. Pelin ÖZGEN
Course Assistants
Course Objectives Teach basic concepts of brand and brand management, strategies for increasing brand equity
Course Learning Outcomes The students who succeeded in this course;
  • To explain stages of brand development
  • To measure brand value
  • To analyze brand strategies
  • To describe global brand management
Course Content Definition of a brand, brand name, brand attributes, brand positioning, image building, the difference between brand image and brand identity, sources of brand identity, methods to build brand awareness, brand loyalty, brand association, the relationship between brand equity and customer equity.

Weekly Subjects and Releated Preparation Studies

Week Subjects Preparation
1 Introduction
2 Product and product decisions
3 Brand concept, benefits, functions
4 Visual and audio elements of the brand
5 Brand personality, brand identity and brand image
6 Customer-based brand value measurement-1
7 Customer-based brand value measurement-2
8 Special brands
9 Midterm
10 Article analysis-1
11 Article analysis-2
12 Article analysis-3
13 Presentations
14 Presentations
15 Presentations
16 Final exam

Sources

Course Book 1. David Aaker, 2014, Güçlü Markalar Yaratmak, Mediacat yayıncılık

Evaluation System

Requirements Number Percentage of Grade
Attendance/Participation - -
Laboratory - -
Application - -
Field Work - -
Special Course Internship - -
Quizzes/Studio Critics - -
Homework Assignments 1 15
Presentation 1 35
Project - -
Report - -
Seminar - -
Midterms Exams/Midterms Jury 1 20
Final Exam/Final Jury 1 30
Toplam 4 100
Percentage of Semester Work 70
Percentage of Final Work 30
Total 100

Course Category

Core Courses X
Major Area Courses
Supportive Courses
Media and Managment Skills Courses
Transferable Skill Courses

The Relation Between Course Learning Competencies and Program Qualifications

# Program Qualifications / Competencies Level of Contribution
1 2 3 4 5
1 Adequate knowledge in mathematics, science and subjects specific to the computer engineering discipline; the ability to apply theoretical and practical knowledge of these areas to complex engineering problems.
2 The ability to identify, define, formulate and solve complex engineering problems; selecting and applying proper analysis and modeling techniques for this purpose.
3 The ability to design a complex system, process, device or product under realistic constraints and conditions to meet specific requirements; the ability to apply modern design methods for this purpose.
4 The ability to develop, select and utilize modern techniques and tools essential for the analysis and determination of complex problems in computer engineering applications; the ability to utilize information technologies effectively.
5 The ability to design experiments, conduct experiments, gather data, analyze and interpret results for the investigation of complex engineering problems or research topics specific to the computer engineering discipline.
6 The ability to work effectively in inter/inner disciplinary teams; ability to work individually
7 Effective oral and writen communication skills in Turkish; the ability to write effective reports and comprehend written reports, to prepare design and production reports, to make effective presentations, to give and to receive clear and understandable instructions.
8 The knowledge of at least one foreign language; the ability to write effective reports and comprehend written reports, to prepare design and production reports, to make effective presentations, to give and to receive clear and understandable instructions.
9 Recognition of the need for lifelong learning; the ability to access information, to follow recent developments in science and technology.
10 The ability to behave according to ethical principles, awareness of professional and ethical responsibility;
11 Knowledge of the standards utilized in software engineering applications
12 Knowledge on business practices such as project management, risk management and change management;
13 Awareness about entrepreneurship, innovation
14 Knowledge on sustainable development
15 Knowledge on the effects of computer engineering applications on the universal and social dimensions of health, environment and safety;
16 Awareness of the legal consequences of engineering solutions
17 An ability to describe, analyze and design digital computing and representation systems.
18 An ability to use appropriate computer engineering concepts and programming languages in solving computing problems.

ECTS/Workload Table

Activities Number Duration (Hours) Total Workload
Course Hours (Including Exam Week: 16 x Total Hours) 16 3 48
Laboratory
Application
Special Course Internship
Field Work
Study Hours Out of Class
Presentation/Seminar Prepration 1 10 10
Project
Report
Homework Assignments 1 20 20
Quizzes/Studio Critics
Prepration of Midterm Exams/Midterm Jury 1 20 20
Prepration of Final Exams/Final Jury 1 30 30
Total Workload 128