ECTS - Brand Management
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 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 | 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 in mathematics, science and engineering subjects pertaining to the relevant discipline; ability to use theoretical and applied knowledge in these areas in the solution of complex engineering problems. | |||||
| 2 | Ability to formulate, and solve complex engineering problems; ability to select and apply proper analysis and modeling methods for this purpose. | |||||
| 3 | Ability to design a complex system, process, device or product under realistic constraints and conditions, in such a way as to meet the desired result; ability to apply modern design methods for this purpose. | |||||
| 4 | Ability to select and use modern techniques and tools needed for analyzing and solving complex problems encountered in engineering practice; ability to employ information technologies effectively. | |||||
| 5 | Ability to design and conduct experiments, gather data, analyze and interpret results for investigating complex engineering problems or discipline specific research questions. | |||||
| 6 | Ability to work efficiently in intra-disciplinary and multi-disciplinary teams; ability to work individually. | |||||
| 7 | Ability to communicate effectively, both orally and in writing; knowledge of a minimum of one foreign language; ability to write effective reports and comprehend written reports, prepare design and production reports, make effective presentations, and give and receive clear and intelligible instructions. | |||||
| 8 | Awareness of the need for lifelong learning; ability to access information, to follow developments in science and technology, and to continue to educate him/herself. | |||||
| 9 | Knowledge on behavior according ethical principles, professional and ethical responsibility and standards used in engineering practices. | |||||
| 10 | Knowledge about business life practices such as project management, risk management, and change management; awareness in entrepreneurship, innovation; knowledge about sustainable development. | |||||
| 11 | Knowledge about the global and social effects of engineering practices on health, environment, and safety, and contemporary issues of the century reflected into the field of engineering; awareness of the legal consequences of engineering solutions. | |||||
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 | ||