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
1 2 3 4 5
1 Adequate knowledge of mathematics, physical sciences and the subjects specific to engineering disciplines; the ability to apply theoretical and practical knowledge of these areas in the solution of complex engineering problems.
2 The ability to define, formulate, and solve complex engineering problems; the ability to select and apply proper analysis and modeling methods for this purpose.
3 The ability to design a complex system, process, device or product under realistic constraints and conditions in such a way as to meet the specific requirements; the ability to apply modern design methods for this purpose.
4 The ability to select, and use modern techniques and tools needed to analyze and solve complex problems encountered in engineering practices; the ability to use information technologies effectively.
5 The ability to design experiments, conduct experiments, gather data, and analyze and interpret results for investigating complex engineering problems or research areas specific to engineering disciplines.
6 The ability to work efficiently in inter-, intra-, and multi-disciplinary teams; the ability to work individually.
7 (a) Sözlü ve yazılı etkin iletişim kurma becerisi; etkin rapor yazma ve yazılı raporları anlama, tasarım ve üretim raporları hazırlayabilme, etkin sunum yapabilme, açık ve anlaşılır talimat verme ve alma becerisi. (b) En az bir yabancı dil bilgisi; bu yabancı dilde etkin rapor yazma ve yazılı raporları anlama, tasarım ve üretim raporları hazırlayabilme, etkin sunum yapabilme, açık ve anlaşılır talimat verme ve alma becerisi.
8 Recognition of the need for lifelong learning; the ability to access information, follow developments in science and technology, and adapt and excel oneself continuously.
9 Acting in conformity with the ethical principles; professional and ethical responsibility and knowledge of the standards employed in engineering applications.
10 Knowledge of business practices such as project management, risk management, and change management; awareness of entrepreneurship and innovation; knowledge of sustainable development.
11 Knowledge of the global and social effects of engineering practices on health, environment, and safety issues, and knowledge of the contemporary issues in engineering areas; awareness of the possible legal consequences of engineering practices.
12 (a) Knowledge of (i) fluid mechanics, (ii) heat transfer, (iii) manufacturing process, (iv) electronics and control, (v) vehicle components design, (vi) vehicle dynamics, (vii) vehicle propulsion/drive and power systems, (viii) technical laws and regulations in automotive engineering field, and (ix) vehicle verification tests. (b) The ability to merge and apply these knowledge in solving multi-disciplinary automotive problems.
13 The ability to make use of theoretical, experimental, and simulation methods, and computer aided design techniques in automotive engineering field.
14 The ability to work in the field of vehicle design and manufacturing.

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