ECTS - Brand Management
Brand Management (MAN428) Course Detail
| Course Name | Course Code | Season | Lecture Hours | Application Hours | Lab Hours | Credit | ECTS |
|---|---|---|---|---|---|---|---|
| Brand Management | MAN428 | Elective Courses | 3 | 0 | 0 | 3 | 5 |
| Pre-requisite Course(s) |
|---|
| N/A |
| Course Language | English |
|---|---|
| Course Type | Elective Courses |
| 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 Lecturer(s) |
|
| 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;
|
| 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 | |
|---|---|
| Major Area Courses | |
| Supportive Courses | X |
| 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 | Understanding and explaining the concepts regarding to the main fields of Management (Management, Production, Marketing, Accounting- Finance) and gaining the ability to apply these skills in management. | |||||
| 2 | Gaining the ability to use technology required for buseiness administration | |||||
| 3 | An ability to analyze the information and reports of the markets and businesses and setting goals with respect to results of the analysis. | |||||
| 4 | An ability to trace and evaluate the global, local and/or regional developments related to businesses and making strategic decisions. | |||||
| 5 | An ability to set a innovative business or an ability to use the knowledge in the operations of management(taking risk, finding resources, making market research, and preparing business plans etc.) | |||||
| 6 | An ability to apply knowledge regarding functions of management. | |||||
| 7 | An ability to have oral and written communication skills particular to management and use these skills effectively in professional relations | |||||
| 8 | Compliance with rules of Socials and business ethics and to the principles of social responsibility | |||||
| 9 | An ability to use life-long learning approach in order to adapt constantly changing environmental factors (technological, political ,economical, and socio cultural etc.) | |||||
| 10 | An ability to conduct research on management and reporting the outcomes with the related parties. | |||||
| 11 | Taking responsibility within the teamwork, thinking critically and taking initiative in problem solving. | |||||
| 12 | Using professional English in written and verbal communication. ("European Language Portfolio Global Scale", Level B1) | |||||
| 13 | Having knowledge about law required by management. | |||||
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 | ||