| Course Type | Elective Course |
|---|
| Course Level | Master's Degree With Thesis |
|---|
| Year of Study | - |
|---|
| Semester | - |
|---|
| ECTS | 10 |
|---|
| Name of Lecturer(s) |
- |
| Learning Outcomes |
At the end of this course, the students;
- Open to innovations and adapt innovations to the field.
- Explain the concepts of brand awareness, brand value, brand identity and brand balance.
- Can create the marking process for the destination.
- Manage the branding period of a tourism company and develop policies.
- İdentify the processes and strategies of creating a city brand.
- İdentify the relationship between marketing management and consumer behavior.
|
| Mode of Delivery | Face to face |
|---|
| Prerequisites | No |
|---|
| Recommended Optional Programme Components | |
|---|
| Course Description | This course aims to provide culinary arts students with a framework for developing branding strategies in relation to food products. Topics covered throughout this course include the analysis of the concept of branding in relation to communications theory, comparison of competing brands and institutional identity creation, branding through social media, and brand management in crises situations. |
|---|
| Course Contents |
| WEEK |
TOPICS |
|
1st Week |
Overview of brand concept |
|
2nd Week |
History of the brand |
|
3rd Week |
Legal regulation of the brand |
|
4th Week |
Brand types |
|
5th Week |
Definition and importance of brand management |
|
6th Week |
Correct brand positioning, brand segment, brand image, analysis of competitors |
|
7th Week |
Establishing regular relationships with customers, customer evaluation, brand strategy development |
|
8th Week |
Midterm |
|
9th Week |
Performance measurement, continuous structuring, situation analysis |
|
10th Week |
Relationship between corporate identity and brand |
|
11th Week |
Destination branding |
|
12th Week |
Symbolic power of brands |
|
13th Week |
Branding of tourism enterprises |
|
14th Week |
Being an international brand and creating a country brand |
|
15th Week |
Final Exam |
|
| Recommended or Required Reading | 1. Aaker, D. (1998). Strategic Brand Management. Building Strong Brand, Printice Hall.
2. Özdemir, A. (2005). Marka Yaratmanın 22 Kuralı. MediaCat Yayınları, Ankara. |
|---|
| Planned Learning Activities and Teaching Methods |
- Lecture
- Discussion
- Questions/Answers
- Practice
- Presentation
- Project
|
|---|
| Assessment Methods and Criteria |
|
Quantity |
Percentage (%) |
| Mid-term |
1 |
30 |
| Total(%) |
|
30 |
| Contribution of In-term Studies to Overall Grade(%) |
|
30 |
| Contribution of Final Examination to Overall Grade(%) |
|
70 |
| 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 |
10 |
140 |
| Preparation for Final exam |
1 |
40 |
40 |
| Course hours |
14 |
3 |
42 |
| Preparation for Midterm exam |
1 |
30 |
30 |
| Laboratory (including preparation) |
|
|
|
| Final exam |
1 |
2 |
2 |
| Homework |
1 |
20 |
20 |
| Presentation (including preperation) |
1 |
3 |
3 |
| Field Research |
1 |
3 |
3 |
| Article Presentation |
1 |
3 |
3 |
| Total Work Load | 285 |
| Total Work Load / 30 (h) | 9.5 |
| ECTS Credit of the Course | 10 |
|
| Language of Instruction | Turkish |
|---|
| Work Placement(s) | No |
|---|
