BRAND MANAGEMENT

MOD493

Course Code: MOD493
Semester: -
Theory+Practice: 3 + 0
ECTS: 4

Course Type

Elective Course

Course Level

Bachelor's Degree

Year of Study

Semester

ECTS

Name of Lecturer(s)

Learning Outcomes

At the end of this course, the students;

explain the basic concepts of Brand Management.
learn and explain brand strategies.
make strategy analyzes for brands.

Mode of Delivery

Face to face

Prerequisites

Recommended Optional Programme Components

Course Description

By drawing attention to the importance of the brand/branding in the changing competition and market environment, it deals with the phases and development areas of the brand management phenomenon in practice and in academia in parallel with contemporary marketing trends. Brand structuring and management, brand status, brand equity, brand identity and image, brand positioning relationship and strategic brand management are among the main topics covered.

Course Contents

WEEK	TOPICS
1^st Week	Purpose and introduction of the course, brand and brand management
2^nd Week	Basic concepts of brand management
3^rd Week	Brand Strategies
4^th Week	Strategies for building and maintaining a brand
5^th Week	Developing a brand value measurement and management system
6^th Week	Brand management for international markets
7^th Week	Key features of strong global brands
8^th Week	Strategy analysis for brands
9^th Week	Midterm
10^th Week	Digital applications in brand management
11^th Week	Measuring the Source and Output of Brand Value
12^th Week	Introducing New Products, Naming and Brand Expansion
13^th Week	Design and Implementation of Branding Strategies
14^th Week	General evaluation

Recommended or Required Reading

Mark Tungate, Being a Brand in Fashion, 2006
Uğur Batı, Stratejik Marka Yönetimi, 2013
Mehmet Akif Çakırer, Marka Yönetimi ve Marka Stratejileri, 2013
Paul Temporal, Advanced Brand Management,, 2011
Harriet Posner, Marketing Fashion,2011
Naomi Klein, No Logo, 2002

Planned Learning Activities and Teaching Methods

Lecture
Discussion
Questions/Answers
Case Study
Report Preparation
Presentation

Assessment Methods and Criteria

	Quantity	Percentage (%)
Mid-term	1	40
Total(%)		40
Contribution of In-term Studies to Overall Grade(%)		40
Contribution of Final Examination to Overall Grade(%)		60
Total(%)		100

ECTS Allocated Based on Student Workload

Activities	Quantity	Duration (Hour)	Total Workload (Hour)
Midterm exam	1	2	2
Preparation for Quiz
Individual or group work	14	3	42
Preparation for Final exam
Course hours	14	3	42
Preparation for Midterm exam
Laboratory (including preparation)
Final exam	1	2	2
Homework	7	3	21
Total Work Load			109
Total Work Load / 30 (h)			3.63
ECTS Credit of the Course			4

Language of Instruction

Turkish

Work Placement(s)

Programme Qualifications / Learning Outcomes

	LO1	LO2	LO3
K1
K2
K3
K4
K5			X
K6	X	X
K7	X	X	X
K8
K9	X	X	X
K10
K11	X	X	X
K12
K13
K14
K15
K16
K17			X
K18			X
K19
K20
K21

	LO1	LO2	LO3
K1
K2
K3
K4
K5			X
K6	X	X
K7	X	X	X
K8
K9	X	X	X
K10
K11	X	X	X
K12
K13
K14
K15
K16
K17			X
K18			X
K19
K20
K21

	LO1	LO2	LO3
K1
K2
K3
K4
K5			X
K6	X	X
K7	X	X	X
K8
K9	X	X	X
K10
K11	X	X	X
K12
K13
K14
K15
K16
K17			X
K18			X
K19
K20
K21

	LO1	LO2	LO3
K1
K2
K3
K4
K5			X
K6	X	X
K7	X	X	X
K8
K9	X	X	X
K10
K11	X	X	X
K12
K13
K14
K15
K16
K17			X
K18			X
K19
K20
K21