Brand Management (MAN428) Course Detail

Course Name Course Code Season Lecture Hours Application Hours Lab Hours Credit ECTS
Brand Management MAN428 General Elective 3 0 0 3 5
Pre-requisite Course(s)
N/A
Course Language English
Course Type Elective Courses
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. Kemal Gürkan Küçükergin
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 Gains adequate knowledge in mathematics, science, and subjects specific to the software engineering discipline; acquires the ability to apply theoretical and practical knowledge of these areas to complex engineering problems.
2 Gains the ability to identify, define, formulate, and solve complex engineering problems; selects and applies proper analysis and modeling techniques for this purpose.
3 Develops the ability to design a complex system, process, device, or product under realistic constraints and conditions to meet specific requirements; applies modern design methods for this purpose.
4 Demonstrates the ability to select, and utilize modern techniques and tools essential for the analysis and determination of complex problems in software engineering applications; uses information technologies effectively.
5 Develops the ability to design experiments, gather data, analyze, and interpret results for the investigation of complex engineering problems or research topics specific to the software engineering discipline.
6 Demonstrates the ability to work effectively both individually and in disciplinary and interdisciplinary teams in fields related to software engineering.
7 Demonstrates the ability to communicate effectively in Turkish, both orally and in writing; to write effective reports and understand written reports, to prepare design and production reports, to deliver effective presentations, and to give and receive clear and understandable instructions.
8 Gains knowledge of at least one foreign language; acquires the ability to write effective reports and understand written reports, prepare design and production reports, deliver effective presentations, and give and receive clear and understandable instructions.
9 Acquires an awareness of the necessity of lifelong learning; the ability to access information, follow developments in science and technology, and continuously improve oneself.
10 Acts in accordance with ethical principles and possesses knowledge of professional and ethical responsibilities.
11 Knows the standards used in software engineering practices.
12 Knows about business practices such as project management, risk management and change management.
13 Gains awareness about entrepreneurship and innovation. X
14 Gains knowledge on sustainable development.
15 Has knowledge about the universal and societal impacts of software engineering practices on health, environment, and safety, as well as the contemporary issues reflected in the field of engineering.
16 Acquires awareness of the legal consequences of engineering solutions.
17 Applies knowledge and skills in identifying user needs, developing user-focused solutions and improving user experience.
18 Gains the ability to apply engineering approaches in the development of software systems by carrying out analysis, design, implementation, verification, validation, and maintenance processes.

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