Brand Management (MAN428) Ders Detayları

Course Name Corse Code Dönemi Lecture Hours Uygulama Saati Lab Hours Credit ECTS
Brand Management MAN428 Elective Courses 3 0 0 3 5
Pre-requisite Course(s)
N/A
Course Language İngilizce
Course Type Elective Courses
Course Level Lisans
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 65
Percentage of Final Work 35
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 Accumulated knowledge on mathematics, science and mechatronics engineering; an ability to apply the theoretical and applied knowledge of mathematics, science and mechatronics engineering to model and analyze mechatronics engineering problems.
2 An ability to differentiate, identify, formulate, and solve complex engineering problems; an ability to select and implement proper analysis, modeling and implementation techniques for the identified engineering problems.
3 An ability to design a complex system, product, component or process to meet the requirements under realistic constraints and conditions; an ability to apply contemporary design methodologies; an ability to implement effective engineering creativity techniques in mechatronics engineering. (Realistic constraints and conditions may include economics, environment, sustainability, producibility, ethics, human health, social and political problems.)
4 An ability to develop, select and use modern techniques, skills and tools for application of mechatronics engineering and robot technologies; an ability to use information and communications technologies effectively.
5 An ability to design experiments, perform experiments, collect and analyze data and assess the results for investigated problems on mechatronics engineering and robot technologies.
6 An ability to work effectively on single disciplinary and multi-disciplinary teams; an ability for individual work; ability to communicate and collaborate/cooperate effectively with other disciplines and scientific/engineering domains or working areas, ability to work with other disciplines.
7 An ability to express creative and original concepts and ideas effectively in Turkish and English language, oral and written, and technical drawings.
8 An ability to reach information on different subjects required by the wide spectrum of applications of mechatronics engineering, criticize, assess and improve the knowledge-base; consciousness on the necessity of improvement and sustainability as a result of life-long learning; monitoring the developments on science and technology; awareness on entrepreneurship, innovative and sustainable development and ability for continuous renovation.
9 Consciousness on professional and ethical responsibility, competency on improving professional consciousness and contributing to the improvement of profession itself.
10 A knowledge on the applications at business life such as project management, risk management and change management and competency on planning, managing and leadership activities on the development of capabilities of workers who are under his/her responsibility working around a project.
11 Knowledge about the global, societal and individual effects of mechatronics engineering applications on the human health, environment and security and cultural values and problems of the era; consciousness on these issues; awareness of legal results of engineering solutions.
12 Competency on defining, analyzing and surveying databases and other sources, proposing solutions based on research work and scientific results and communicate and publish numerical and conceptual solutions.
13 Consciousness on the environment and social responsibility, competencies on observation, improvement and modify and implementation of projects for the society and social relations and be an individual within the society in such a way that planing, improving or changing the norms with a criticism.

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