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 General Elective Courses (Group B)
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
Major Area Courses
Supportive Courses
Media and Managment Skills Courses X
Transferable Skill Courses

The Relation Between Course Learning Competencies and Program Qualifications

# Program Qualifications / Competencies Level of Contribution
1 2 3 4 5
1 An ability to apply knowledge of mathematics, science, and engineering
2 An ability to design and conduct experiments, as well as to analyze and interpret data
3 An ability to design a system, component, or process to meet desired needs
4 An ability to function on multi-disciplinary teams
5 An ability to identify, formulate and solve engineering problems
6 An ability to use the techniques, skills, and modern engineering tools necessary for engineering practice
7 An understanding of professional and ethical responsibility
8 An ability to communicate effectively
9 An understanding the impact of engineering solutions in a global and societal context and recognition of the responsibilities for social problems
10 A knowledge of contemporary engineering issues
11 Skills in project management and recognition of international standards and methodologies
12 Recognition of the need for, and an ability to engage in life-long learning

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