Brand Management (ISL428) Course Detail

Course Name Course Code Season Lecture Hours Application Hours Lab Hours Credit ECTS
Brand Management ISL428 Area Elective 3 0 0 3 5
Pre-requisite Course(s)
N/A
Course Language Turkish
Course Type Elective Courses
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. Kemal Gürkan Küçükergin
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
1 2 3 4 5
1 They acquire the skills to understand, explain, and use the basic concepts and methods of economics.
2 Acquires macro-economic analysis skills.
3 Acquire microeconomic analysis skills.
4 Understands the formulation and implementation of economic policies at local, national, regional and/or global levels.
5 Learn different approaches to the economy and economic issues. X
6 Learn qualitative and quantitative research techniques in economic analysis.
7 Improving the ability to use modern software, hardware and/or other technological tools.
8 Develops intra-disciplinary and inter-disciplinary team work skills.
9 Contributes to open-mindedness by encouraging critical analysis, discussion, and/or lifelong learning. X
10 Develops a sense of work ethics and social responsibility.
11 Develops communication skills.
12 Improving the ability to effectively apply knowledge and skills in at least one of the following areas: Economic policy, public policy, international economic relations, industrial relations, monetary and financial relations 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