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
#	Program Qualifications / Competencies	1	2	3	4	5
1	Acquires sufficient knowledge in mathematics, natural sciences, and related engineering disciplines; gains the ability to use theoretical and applied knowledge in these fields in solving complex engineering problems.
2	Gains the ability to identify, define, formulate, and solve complex engineering problems; acquires the skill to select and apply appropriate analysis and modeling methods for this purpose.
3	Gains the ability to design a complex system, process, device, or product to meet specific requirements under realistic constraints and conditions, and applies modern design methods for this purpose.
4	Develops the skills to develop, select, and use modern techniques and tools necessary for the analysis and solution of complex problems encountered in industrial engineering applications; gains the ability to effectively use information technologies.
5	Gains the ability to design experiments, conduct experiments, collect data, analyze and interpret results for the investigation of complex engineering problems or discipline-specific research topics.
6	Acquires the ability to work effectively in intra-disciplinary and multidisciplinary teams, as well as individual work skills.
7	Acquires effective oral and written communication skills in Turkish; at least one foreign language proficiency; gains the ability to write effective reports, understand written reports, prepare design and production reports, make effective presentations, and give and receive clear instructions.
8	Develops awareness of the necessity of lifelong learning; gains the ability to access information, follow developments in science and technology, and continuously renew oneself.
9	Acquires the consciousness of adhering to ethical principles, and gains professional and ethical responsibility awareness. Gains knowledge about the standards used in industrial engineering applications.
10	Gains knowledge about practices in the business life such as project management, risk management, and change management. Develops awareness about entrepreneurship and innovation. Gains knowledge about sustainable development.
11	Gains knowledge about the universal and social dimensions of the impacts of industrial engineering applications on health, environment, and safety, as well as the problems reflected in the engineering field of the era. Gains awareness of the legal consequences of engineering solutions.
12	Gains skills in the design, development, implementation, and improvement of integrated systems involving human, material, information, equipment, and energy.
13	Gains knowledge about appropriate analytical and experimental methods, as well as computational methods, for ensuring system integration.

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