Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| BRAND MANAGEMENT and IMAGE | PİRY1115024 | Fall Semester | 3+0 | 3 | 7 |
| Course Program | Pazartesi 17:30-18:15 Pazartesi 18:30-19:15 Pazartesi 19:30-20:15 |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | Second Cycle (Master's Degree) |
| Course Type | Elective |
| Course Coordinator | Prof.Dr. Ayşen AKYÜZ |
| Name of Lecturer(s) | Assist.Prof. Gabriela Oana OLARU |
| Assistant(s) | Dr.Öğr.Üyesi Gabriela Oana Olaru |
| Aim | The main purpose of the course is to introduce the basic principles, strategies, and techniques related to brand management, to ensure the understanding of the brand components and the effective brand management process with practical examples, to show the place and importance of brand decisions in the marketing plans of the business under changing competitive conditions, to examine and discuss the problems that may be encountered in brand management, and to understand the importance of brand image. |
| Course Content | This course contains; What is the brand?,Brand Equity,Market Segmentation,Brand Positioning,Selection of Brand Elements,Brand Architecture,Brand Architecture,Marketing Mix and Brand Equity,Marketing Communication and Brand Equity,Brand identity,New Products and Brand Expansion,Brand Image and Reputation Management,Case Studies,Case Studies. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| Gains knowledge about the branding strategies implemented by businesses. | 10, 13, 14, 16, 9 | A, E, F |
| Defines the concept of brand. | 10, 16, 9 | A, E |
| Defines the concepts of brand image, brand personality, brand loyalty, and brand awareness and gives examples from practice. | 10, 16, 9 | A, E, F |
| Defines the concept of brand value and has information about the measurement of brand value. | 10, 16, 4, 9 | A, F |
| Gives examples of branding strategies implemented by businesses. | 10, 16, 4, 9 | A, E |
| Understands the importance of branding for producers, consumers and retailers. | 16, 4 | A, G, H |
| Teaching Methods: | 10: Discussion Method, 13: Case Study Method, 14: Self Study Method, 16: Question - Answer Technique, 4: Inquiry-Based Learning, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, E: Homework, F: Project Task, G: Quiz, H: Performance Task |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | What is the brand? | Reading shared articles |
| 2 | Brand Equity | Reading shared articles |
| 3 | Market Segmentation | Reading shared articles |
| 4 | Brand Positioning | Reading shared articles |
| 5 | Selection of Brand Elements | Reading shared articles |
| 6 | Brand Architecture | Reading shared articles |
| 7 | Brand Architecture | Reading shared articles |
| 8 | Marketing Mix and Brand Equity | Reading shared articles |
| 9 | Marketing Communication and Brand Equity | Reading shared articles |
| 10 | Brand identity | Reading shared articles |
| 11 | New Products and Brand Expansion | Reading shared articles |
| 12 | Brand Image and Reputation Management | Reading shared articles |
| 13 | Case Studies | Preparation of case presentations |
| 14 | Case Studies | Preparation of case presentations |
| Resources |
| Makaleler, Uğur Batı- Stratejik Marka Yönetimi,(Guy Champniss& Fernando Rodos Vila) 1.T. Sabri Erdil, Yeşim Uzun, Marka Olmak, Beta Yayınları. |
| Aaker. A, David. Building Strong Brands. New York: The Free Press. Aaker. A, David. Managing Brand Equity. New York: The Free Press Jean Noel Kapferer. Strategic Brand Management. New York: The Free Press. |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Knows the basic concepts and theoretical grounds related to the field. | X | |||||
| 2 | Determines the facts related to Marketing Communications including Advertising and analyzes these facts with various dimensions. | X | |||||
| 3 | Takes place in companies’ decision making mechanism using his/her expertise; determines problems and offers solutions. | X | |||||
| 4 | Performs analysis for corporations and devises plans in order to cater the needs of the corporations. | X | |||||
| 5 | Obtains theoretical and practical knowledge in the field of Marketing and Advertising and uses this knowledge. | X | |||||
| 6 | Observes the theoretical and factual problems with scientific methods related to Marketing Communications and Advertising; analyzes the findings and presents them in scientific publications. | X | |||||
| 7 | Takes responsibility when necessary in the field related projects and proposes solutions to emerging problems. | X | |||||
| 8 | Takes place as a member in a project-based teamwork; leads projects and plans events. | X | |||||
| 9 | Takes responsibility and produces solutions for complex problems encountered in the field of Marketing Communications and advertising. | ||||||
| 10 | Has a high awareness towards lifelong learning. Follows the developments, innovations, opinions, methods and techniques regularly and uses them efficiently. | ||||||
| 11 | Explains his/her own work or current information to people in the field of Marketing Communication and advertising or to people outside the field, both verbally and in writing. | ||||||
| 12 | Uses Turkish language fluently and accurately in scientific and professional works. | ||||||
| 13 | Uses information and communication technologies at an advanced level when required by the field. | ||||||
| 14 | Examines social relations and the norms that guide these relations from a critical perspective and, if necessary, changes or improves them. . | ||||||
| 15 | Utilizes new communication technologies efficiently in professional and scientific works and follows the developments in new communication technologies regularly. | X | |||||
| 16 | Plans social responsibility events and takes a role in implementation process. | X | |||||
| 17 | Develops and implements strategies in the field of Marketing Communication and advertising and evaluates the results within the framework of quality processes. | X | |||||
| 18 | Uses the knowledge and application skills acquired in Marketing communications and advertising field in interdisciplinary studies. | X | |||||
| 19 | Collects, applies and interprets data related to the field, taking into account social, scientific, cultural and ethical values. | ||||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 50 | |
| Rate of Final Exam to Success | 50 | |
| Total | 100 | |
| ECTS / Workload Table | ||||||
| Activities | Number of | Duration(Hour) | Total Workload(Hour) | |||
| Course Hours | 14 | 3 | 42 | |||
| Guided Problem Solving | 3 | 10 | 30 | |||
| Resolution of Homework Problems and Submission as a Report | 0 | 0 | 0 | |||
| Term Project | 0 | 0 | 0 | |||
| Presentation of Project / Seminar | 4 | 20 | 80 | |||
| Quiz | 0 | 0 | 0 | |||
| Midterm Exam | 1 | 24 | 24 | |||
| General Exam | 1 | 36 | 36 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Total Workload(Hour) | 212 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(212/30) | 7 | |||||
| ECTS of the course: 30 hours of work is counted as 1 ECTS credit. | ||||||
Detail Informations of the Course
Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| BRAND MANAGEMENT and IMAGE | PİRY1115024 | Fall Semester | 3+0 | 3 | 7 |
| Course Program | Pazartesi 17:30-18:15 Pazartesi 18:30-19:15 Pazartesi 19:30-20:15 |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | Second Cycle (Master's Degree) |
| Course Type | Elective |
| Course Coordinator | Prof.Dr. Ayşen AKYÜZ |
| Name of Lecturer(s) | Assist.Prof. Gabriela Oana OLARU |
| Assistant(s) | Dr.Öğr.Üyesi Gabriela Oana Olaru |
| Aim | The main purpose of the course is to introduce the basic principles, strategies, and techniques related to brand management, to ensure the understanding of the brand components and the effective brand management process with practical examples, to show the place and importance of brand decisions in the marketing plans of the business under changing competitive conditions, to examine and discuss the problems that may be encountered in brand management, and to understand the importance of brand image. |
| Course Content | This course contains; What is the brand?,Brand Equity,Market Segmentation,Brand Positioning,Selection of Brand Elements,Brand Architecture,Brand Architecture,Marketing Mix and Brand Equity,Marketing Communication and Brand Equity,Brand identity,New Products and Brand Expansion,Brand Image and Reputation Management,Case Studies,Case Studies. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| Gains knowledge about the branding strategies implemented by businesses. | 10, 13, 14, 16, 9 | A, E, F |
| Defines the concept of brand. | 10, 16, 9 | A, E |
| Defines the concepts of brand image, brand personality, brand loyalty, and brand awareness and gives examples from practice. | 10, 16, 9 | A, E, F |
| Defines the concept of brand value and has information about the measurement of brand value. | 10, 16, 4, 9 | A, F |
| Gives examples of branding strategies implemented by businesses. | 10, 16, 4, 9 | A, E |
| Understands the importance of branding for producers, consumers and retailers. | 16, 4 | A, G, H |
| Teaching Methods: | 10: Discussion Method, 13: Case Study Method, 14: Self Study Method, 16: Question - Answer Technique, 4: Inquiry-Based Learning, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, E: Homework, F: Project Task, G: Quiz, H: Performance Task |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | What is the brand? | Reading shared articles |
| 2 | Brand Equity | Reading shared articles |
| 3 | Market Segmentation | Reading shared articles |
| 4 | Brand Positioning | Reading shared articles |
| 5 | Selection of Brand Elements | Reading shared articles |
| 6 | Brand Architecture | Reading shared articles |
| 7 | Brand Architecture | Reading shared articles |
| 8 | Marketing Mix and Brand Equity | Reading shared articles |
| 9 | Marketing Communication and Brand Equity | Reading shared articles |
| 10 | Brand identity | Reading shared articles |
| 11 | New Products and Brand Expansion | Reading shared articles |
| 12 | Brand Image and Reputation Management | Reading shared articles |
| 13 | Case Studies | Preparation of case presentations |
| 14 | Case Studies | Preparation of case presentations |
| Resources |
| Makaleler, Uğur Batı- Stratejik Marka Yönetimi,(Guy Champniss& Fernando Rodos Vila) 1.T. Sabri Erdil, Yeşim Uzun, Marka Olmak, Beta Yayınları. |
| Aaker. A, David. Building Strong Brands. New York: The Free Press. Aaker. A, David. Managing Brand Equity. New York: The Free Press Jean Noel Kapferer. Strategic Brand Management. New York: The Free Press. |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Knows the basic concepts and theoretical grounds related to the field. | X | |||||
| 2 | Determines the facts related to Marketing Communications including Advertising and analyzes these facts with various dimensions. | X | |||||
| 3 | Takes place in companies’ decision making mechanism using his/her expertise; determines problems and offers solutions. | X | |||||
| 4 | Performs analysis for corporations and devises plans in order to cater the needs of the corporations. | X | |||||
| 5 | Obtains theoretical and practical knowledge in the field of Marketing and Advertising and uses this knowledge. | X | |||||
| 6 | Observes the theoretical and factual problems with scientific methods related to Marketing Communications and Advertising; analyzes the findings and presents them in scientific publications. | X | |||||
| 7 | Takes responsibility when necessary in the field related projects and proposes solutions to emerging problems. | X | |||||
| 8 | Takes place as a member in a project-based teamwork; leads projects and plans events. | X | |||||
| 9 | Takes responsibility and produces solutions for complex problems encountered in the field of Marketing Communications and advertising. | ||||||
| 10 | Has a high awareness towards lifelong learning. Follows the developments, innovations, opinions, methods and techniques regularly and uses them efficiently. | ||||||
| 11 | Explains his/her own work or current information to people in the field of Marketing Communication and advertising or to people outside the field, both verbally and in writing. | ||||||
| 12 | Uses Turkish language fluently and accurately in scientific and professional works. | ||||||
| 13 | Uses information and communication technologies at an advanced level when required by the field. | ||||||
| 14 | Examines social relations and the norms that guide these relations from a critical perspective and, if necessary, changes or improves them. . | ||||||
| 15 | Utilizes new communication technologies efficiently in professional and scientific works and follows the developments in new communication technologies regularly. | X | |||||
| 16 | Plans social responsibility events and takes a role in implementation process. | X | |||||
| 17 | Develops and implements strategies in the field of Marketing Communication and advertising and evaluates the results within the framework of quality processes. | X | |||||
| 18 | Uses the knowledge and application skills acquired in Marketing communications and advertising field in interdisciplinary studies. | X | |||||
| 19 | Collects, applies and interprets data related to the field, taking into account social, scientific, cultural and ethical values. | ||||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 50 | |
| Rate of Final Exam to Success | 50 | |
| Total | 100 | |