Brand Management (ISL428) Course Detail

Course Name	Course Code	Season	Lecture Hours	Application Hours	Lab Hours	Credit	ECTS
Brand Management	ISL428		3	0	0	3	5

Pre-requisite Course(s)
N/A

Course Language	Turkish
Course Type	N/A
Course Level	Bachelor’s Degree (First Cycle)
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	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	Acquiring the skills of understanding, explaining, and using the fundamental concepts and methods of economics
2	Acquiring the skills of macro level economic analysis
3	Acquiring the skills of micro level economic analysis
4	Understanding the formulation and implementation of economic policies at the local, national, regional, and/or global level
5	Learning different approaches on economic and related issues					X
6	Acquiring the quantitative and/or qualitative techniques in economic analysis
7	Improving the ability to use the modern software, hardware and/or technological devices
8	Developing intra-disciplinary and inter-disciplinary team work skills
9	Acquiring an open-minded behavior through encouraging critical analysis, discussions, and/or life-long learning					X
10	Adopting work ethic and social responsibility
11	Developing the skills of communication.
12	Improving the ability to effectively implement the knowledge and skills in at least one of the following areas: economic policy, public policy, international economic relations, industrial relations, monetary and financial affairs.			X

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