| Course Type | Elective Course |
|---|
| Course Level | Bachelor's Degree |
|---|
| Year of Study | - |
|---|
| Semester | - |
|---|
| ECTS | 5 |
|---|
| Name of Lecturer(s) |
- |
| Learning Outcomes |
At the end of this course, the students;
- Understand the definition and general principles of branding.
- Create a brand image and effectively position it in the target market.
- Learn effective and strategic brand management in both traditional and digital marketing.
- Recognize potential issues in the process through case studies and respond appropriately.
|
| Mode of Delivery | Face to face |
|---|
| Prerequisites | No |
|---|
| Recommended Optional Programme Components | None |
|---|
| Course Description | This course aims to provide a thorough understanding of branding strategies and core brand management principles from both consumer and business perspectives. The course covers key elements of strategic brand management, such as brand identity, storytelling, positioning, market segmentation, target audience selection, brand communication, and branding in digital and traditional media. Topics also include perceptual mapping, ethics, and brand-related legal regulations, all enriched with case studies for practical insights. |
|---|
| Course Contents |
| WEEK |
TOPICS |
|
1st Week |
Course Introduction |
|
2nd Week |
Basic Concepts |
|
3rd Week |
Fundamental Principles |
|
4th Week |
Field Research |
|
5th Week |
Current Developments in the Global Market |
|
6th Week |
Product Decisions in Branding |
|
7th Week |
Case Study |
|
8th Week |
Midterm Examination |
|
9th Week |
Branding Decisions |
|
10th Week |
The Marketing Environment of Brands |
|
11th Week |
Ethics and Social Responsibility in Branding |
|
12th Week |
Brand Personality |
|
13th Week |
Quality and Positioning |
|
14th Week |
Brand Equity |
|
15th Week |
General Review |
|
| Recommended or Required Reading | Keller, K. L. (2019). Stratejik marka yönetimi: Marka sermayesinin inşası, ölçümü ve yönetimi (4th ed., A. Candemir, Trans.). Nobel Akademik Yayıncılık.
|
|---|
| Planned Learning Activities and Teaching Methods |
- Lecture
- Questions/Answers
- Project
- Discussion
- Case Study
- Presentation
|
|---|
| Assessment Methods and Criteria |
|
Quantity |
Percentage (%) |
| Mid-term |
1 |
40 |
| Assignment |
1 |
20 |
| Total(%) |
|
60 |
| Contribution of In-term Studies to Overall Grade(%) |
|
60 |
| Contribution of Final Examination to Overall Grade(%) |
|
40 |
| Total(%) |
|
100 |
|
| ECTS Allocated Based on Student Workload |
| Activities |
Quantity |
Duration (Hour) |
Total Workload (Hour) |
| Midterm exam |
1 |
1 |
1 |
| Preparation for Quiz |
|
|
|
| Individual or group work |
14 |
2 |
28 |
| Preparation for Final exam |
1 |
30 |
30 |
| Course hours |
14 |
3 |
42 |
| Preparation for Midterm exam |
1 |
20 |
20 |
| Laboratory (including preparation) |
|
|
|
| Final exam |
1 |
1 |
1 |
| Homework |
1 |
25 |
25 |
| Total Work Load | 147 |
| Total Work Load / 30 (h) | 4.9 |
| ECTS Credit of the Course | 5 |
|
| Language of Instruction | Turkish |
|---|
| Work Placement(s) | No |
|---|
