Brand Management (ISL428) Ders Detayları

Course Name Corse Code Dönemi Lecture Hours Uygulama Saati Lab Hours Credit ECTS
Brand Management ISL428 Elective Courses 3 0 0 3 5
Pre-requisite Course(s)
N/A
Course Language Türkçe
Course Type Technical Elective Courses
Course Level Lisans
Mode of Delivery Face To Face
Learning and Teaching Strategies Lecture, Discussion, Observation Case Study.
Course Coordinator
Course Lecturer(s)
  • Assoc. Prof. Dr. Pelin Ozgen
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. Ahmet Hamdi İslamoğlu, Duygu Fırat (2011). Stratejik Marka Yönetimi 2. Baskı, Beta Yayınları: İstanbul
2. Mehmet Baş, (2015) Marka Yönetimi, Detay 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
Major Area Courses X
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 Understanding and explaining the concepts regarding to the main fields of Management (Management, Production, Marketing, Accounting- Finance) and gaining the ability to apply these skills in management.
2 Gaining the ability to use technology required for buseiness administration
3 An ability to analyze the information and reports of the markets and businesses and setting goals with respect to results of the analysis.
4 An ability to trace and evaluate the global, local and/or regional developments related to businesses and making strategic decisions.
5 An ability to set a innovative business or an ability to use the knowledge in the operations of management(taking risk, finding resources, making market research, and preparing business plans etc.)
6 An ability to apply knowledge regarding functions of management.
7 An ability to have oral and written communication skills particular to management and use these skills effectively in professional relations
8 Compliance with rules of Socials and business ethics and to the principles of social responsibility
9 An ability to use life-long learning approach in order to adapt constantly changing environmental factors (technological, political ,economical, and socio cultural etc.)
10 An ability to conduct research on management and reporting the outcomes with the related parties.
11 Taking responsibility within the teamwork, thinking critically and taking initiative in problem solving.
12 Using professional English in written and verbal communication. ("European Language Portfolio Global Scale", Level B1)
13 Having knowledge about law required by management.

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