Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| BRAND MANAGEMENT | PR3114897 | Fall Semester | 3+0 | 3 | 5 |
| Course Program | Cuma 09:00-09:45 Cuma 10:00-10:45 Cuma 11:00-11:45 |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | English |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Required |
| Course Coordinator | Prof.Dr. Ayşen AKYÜZ |
| Name of Lecturer(s) | Prof.Dr. Ayşen AKYÜZ |
| Assistant(s) | PROF.DR.AYŞEN AKYÜZ |
| Aim | This course aims to teach students the basic concepts such as branding elements, positioning, brand personality and image and make them learn the branding strategies and brand communication methods that will create competitive advantage. |
| Course Content | This course contains; Basic Concepts of Branding,Brand Value and Brand Equity,Brand Identity and Brand Associations,Brand Personality and Image,Brand Positioning,Branding Strategies,Brand Strategies,Individual presentations,Individual presentations,Individual presentations,Group project,Group project,Group project,Group project. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 1. Explain the basic principles of branding. 2. Define the basic concepts related to a brand. 3. Explain how brand value can be measured. 4. Recognize the brand elements which would create brand equity. 5. Explain basic branding strategies. 6. Explain the fundemental brand communication tools. 7. Describe the communication strategies. | 14, 16, 20, 5, 9 | A, D, E, F |
| Teaching Methods: | 14: Self Study Method, 16: Question - Answer Technique, 20: Reverse Brainstorming Technique, 5: Cooperative Learning, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, D: Oral Exam, E: Homework, F: Project Task |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Basic Concepts of Branding | |
| 2 | Brand Value and Brand Equity | Reading the relevant chapter from the textbook |
| 3 | Brand Identity and Brand Associations | Reading the relevant chapter from the textbook |
| 4 | Brand Personality and Image | Reading the relevant chapter from the textbook |
| 5 | Brand Positioning | Reading the relevant chapter from the textbook |
| 6 | Branding Strategies | Reading of the related white paper |
| 7 | Brand Strategies | Reading of the related white paper |
| 8 | Individual presentations | |
| 9 | Individual presentations | |
| 10 | Individual presentations | |
| 11 | Group project | |
| 12 | Group project | |
| 13 | Group project | |
| 14 | Group project |
| Resources |
| Tosun, N.B. Marka Yönetimi. Beta Yayınevi. Keller, K.L. Strategic Brand Management. Pearson. |
| Powepoint slides and white papers |
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 of Public Relations and Advertising disciplines and the basic theories of these disciplines. | X | |||||
| 2 | Determines facts related to Public Relations and Advertising and analyzes these facts from various dimensions. | X | |||||
| 3 | Using expert knowledge, takes part in the decision-making mechanisms of businesses, identifies the problems encountered and offers solutions. | X | |||||
| 4 | Carries out analyzes for institutions and prepares a communication plan in line with the needs of the institutions. | X | |||||
| 5 | Solve problems that arise in projects related to the field by taking responsibility when necessary. | X | |||||
| 6 | Takes part in a team established for projects related to the field, leads the project, plans and manages the events. | ||||||
| 7 | Investigates theoretical and factual problems related to the disciplines and sub-disciplines of Public Relations and Advertising with scientific methods, analyzes the findings and turns them into scientific publications. | ||||||
| 8 | Adopts the principle of lifelong learning. Regularly follows developments, innovations, ideas, methods and techniques in the field and uses them effectively in his/her own work. | X | |||||
| 9 | Communicates verbally and in writing by using English at least at the European Language Portfolio B2 General Level. | X | |||||
| 10 | Uses new communication technologies effectively in professional and scientific studies and constantly follows the developments in new communication technologies. | X | |||||
| 11 | Plans social responsibility activities and takes part in the realization of these activities. | ||||||
| 12 | Acts in a way that adheres to ethical codes in professional and scientific work. | X | |||||
| 13 | Carries out various public relations and advertising campaigns in public and private sector organizations, using methods and techniques of Public Relations and Advertising disciplines. | ||||||
| 14 | Carries out measurement and evaluation of the communication activities. | ||||||
| 15 | Knowledgeable about occupational health and safety and can use this information when necessary. . | ||||||
| 16 | Sensitive to the environment, the universality of social rights and the protection of cultural values. | ||||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |
| ECTS / Workload Table | ||||||
| Activities | Number of | Duration(Hour) | Total Workload(Hour) | |||
| Course Hours | 14 | 3 | 42 | |||
| Guided Problem Solving | 0 | 0 | 0 | |||
| Resolution of Homework Problems and Submission as a Report | 2 | 50 | 100 | |||
| Term Project | 0 | 0 | 0 | |||
| Presentation of Project / Seminar | 0 | 0 | 0 | |||
| Quiz | 0 | 0 | 0 | |||
| Midterm Exam | 1 | 20 | 20 | |||
| General Exam | 0 | 0 | 0 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Total Workload(Hour) | 162 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(162/30) | 5 | |||||
| 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 | PR3114897 | Fall Semester | 3+0 | 3 | 5 |
| Course Program | Cuma 09:00-09:45 Cuma 10:00-10:45 Cuma 11:00-11:45 |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | English |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Required |
| Course Coordinator | Prof.Dr. Ayşen AKYÜZ |
| Name of Lecturer(s) | Prof.Dr. Ayşen AKYÜZ |
| Assistant(s) | PROF.DR.AYŞEN AKYÜZ |
| Aim | This course aims to teach students the basic concepts such as branding elements, positioning, brand personality and image and make them learn the branding strategies and brand communication methods that will create competitive advantage. |
| Course Content | This course contains; Basic Concepts of Branding,Brand Value and Brand Equity,Brand Identity and Brand Associations,Brand Personality and Image,Brand Positioning,Branding Strategies,Brand Strategies,Individual presentations,Individual presentations,Individual presentations,Group project,Group project,Group project,Group project. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 1. Explain the basic principles of branding. 2. Define the basic concepts related to a brand. 3. Explain how brand value can be measured. 4. Recognize the brand elements which would create brand equity. 5. Explain basic branding strategies. 6. Explain the fundemental brand communication tools. 7. Describe the communication strategies. | 14, 16, 20, 5, 9 | A, D, E, F |
| Teaching Methods: | 14: Self Study Method, 16: Question - Answer Technique, 20: Reverse Brainstorming Technique, 5: Cooperative Learning, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam, D: Oral Exam, E: Homework, F: Project Task |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Basic Concepts of Branding | |
| 2 | Brand Value and Brand Equity | Reading the relevant chapter from the textbook |
| 3 | Brand Identity and Brand Associations | Reading the relevant chapter from the textbook |
| 4 | Brand Personality and Image | Reading the relevant chapter from the textbook |
| 5 | Brand Positioning | Reading the relevant chapter from the textbook |
| 6 | Branding Strategies | Reading of the related white paper |
| 7 | Brand Strategies | Reading of the related white paper |
| 8 | Individual presentations | |
| 9 | Individual presentations | |
| 10 | Individual presentations | |
| 11 | Group project | |
| 12 | Group project | |
| 13 | Group project | |
| 14 | Group project |
| Resources |
| Tosun, N.B. Marka Yönetimi. Beta Yayınevi. Keller, K.L. Strategic Brand Management. Pearson. |
| Powepoint slides and white papers |
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 of Public Relations and Advertising disciplines and the basic theories of these disciplines. | X | |||||
| 2 | Determines facts related to Public Relations and Advertising and analyzes these facts from various dimensions. | X | |||||
| 3 | Using expert knowledge, takes part in the decision-making mechanisms of businesses, identifies the problems encountered and offers solutions. | X | |||||
| 4 | Carries out analyzes for institutions and prepares a communication plan in line with the needs of the institutions. | X | |||||
| 5 | Solve problems that arise in projects related to the field by taking responsibility when necessary. | X | |||||
| 6 | Takes part in a team established for projects related to the field, leads the project, plans and manages the events. | ||||||
| 7 | Investigates theoretical and factual problems related to the disciplines and sub-disciplines of Public Relations and Advertising with scientific methods, analyzes the findings and turns them into scientific publications. | ||||||
| 8 | Adopts the principle of lifelong learning. Regularly follows developments, innovations, ideas, methods and techniques in the field and uses them effectively in his/her own work. | X | |||||
| 9 | Communicates verbally and in writing by using English at least at the European Language Portfolio B2 General Level. | X | |||||
| 10 | Uses new communication technologies effectively in professional and scientific studies and constantly follows the developments in new communication technologies. | X | |||||
| 11 | Plans social responsibility activities and takes part in the realization of these activities. | ||||||
| 12 | Acts in a way that adheres to ethical codes in professional and scientific work. | X | |||||
| 13 | Carries out various public relations and advertising campaigns in public and private sector organizations, using methods and techniques of Public Relations and Advertising disciplines. | ||||||
| 14 | Carries out measurement and evaluation of the communication activities. | ||||||
| 15 | Knowledgeable about occupational health and safety and can use this information when necessary. . | ||||||
| 16 | Sensitive to the environment, the universality of social rights and the protection of cultural values. | ||||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |