Course Detail
Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|
| BRAND MANAGEMENT | HR3114889 | Fall Semester | 3+0 | 3 | 5 |
| Course Program | Çarşamba 12:00-12:45 Çarşamba 12:45-13:30 Çarşamba 13:30-14:15 |
| Prerequisites Courses | |
| Recommended Elective Courses | |
| Language of Course | Turkish |
| 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,Branding Strategies,Group Project Presentations,Group ProjectPresentations,Group Project Presentations,Group Project Presentations,Group Project Presentations,Group Project Presentations,Group Project Presentations. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| . 5. Explain fundemental branding strategies. | 13, 16, 5, 9 | C, F |
| 1. Explain the basic principles of branding. | 13, 16, 5, 9 | C, F |
| 2. Define the basic concepts related to a brand. | 13, 16, 5, 9 | C, F |
| 3. Explain how brand value can be measured. | 13, 16, 5, 9 | C, F |
| 4. Recognize the brand elements which would create brand equity. | 13, 16, 5, 9 | C, F |
| Teaching Methods: | 13: Case Study Method, 16: Question - Answer Technique, 5: Cooperative Learning, 9: Lecture Method |
| Assessment Methods: | C: Multiple-Choice Exam, F: Project Task |
Course Outline
| Order | Subjects | Preliminary Work |
|---|
| 1 | Basic Concepts of Branding | No preperation required |
| 2 | Brand Value and Brand Equity | Reading of the related white paper-brandfinance |
| 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 of the related white paper |
| 6 | Branding Strategies | Reading the relevant chapter from the textbook |
| 7 | Branding Strategies | Reading the relevant chapter from the textbook |
| 8 | Group Project Presentations | teamwork |
| 9 | Group ProjectPresentations | teamwork |
| 10 | Group Project Presentations | teamwork |
| 11 | Group Project Presentations | teamwork |
| 12 | Group Project Presentations | teamwork |
| 13 | Group Project Presentations | teamwork |
| 14 | Group Project Presentations | teamwork |
| Resources |
| Tosun, N.B. Marka Yönetimi. Beta Yayınevi. Keller, K.L. Strategic Brand Management. Pearson. |
| whitepapers and power point slides |
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. | | | | | |
| 2 | Determines the facts related to Public Relations and Advertising and analyzes these facts with various dimensions. | | | | | |
| 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. | | | | | |
| 5 | Takes responsibility when necessary in the field related projects and proposes solutions to emerging problems. | X | | | | |
| 6 | Takes place as a member in a project-based teamwork; leads projects and plans events. | X | | | | |
| 7 | Observes the theoretical and factual problems with scientific methods related to Public Relations and Advertising disciplines and sub-disciplines; analyzes the findings and presents them in scientific publications. | | | | | |
| 8 | Has a high awareness towards lifelong learning. Follows the developments, innovations, opinions, methods and techniques regularly and uses them efficiently. | X | | | | |
| 9 | Uses Turkish language fluently and accurately in scientific and professional works. | X | | | | |
| 10 | Utilizes new communication technologies efficiently in professional and scientific works and follows the developments in new communication technologies regularly. | X | | | | |
| 11 | Communicates verbally and in writing using a foreign language at least at the European Language Portfolio B1 General level. | | | | | |
| 12 | Acts in accordance with ethical codes in professional and scientific works. | X | | | | |
| 13 | Plans social responsibility events and takes a role in implementation process. | | | | | |
| 14 | Performs the measurement and evaluation of communication activities. | X | | | | |
| 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. | | | | | |
| 17 | Implements public relations and advertising campaigns in public and private companies using the methods and techniques related to the field. | | | | | |
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 | 14 | 1 | 14 |
| Resolution of Homework Problems and Submission as a Report | 1 | 60 | 60 |
| Term Project | 0 | 0 | 0 |
| Presentation of Project / Seminar | 0 | 0 | 0 |
| Quiz | 0 | 0 | 0 |
| Midterm Exam | 1 | 30 | 30 |
| General Exam | 0 | 0 | 0 |
| Performance Task, Maintenance Plan | 0 | 0 | 0 |
| Total Workload(Hour) | 146 |
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(146/30) | 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 | HR3114889 | Fall Semester | 3+0 | 3 | 5 |
| Course Program | Çarşamba 12:00-12:45 Çarşamba 12:45-13:30 Çarşamba 13:30-14:15 |
| Prerequisites Courses | |
| Recommended Elective Courses | |
| Language of Course | Turkish |
| 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,Branding Strategies,Group Project Presentations,Group ProjectPresentations,Group Project Presentations,Group Project Presentations,Group Project Presentations,Group Project Presentations,Group Project Presentations. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| . 5. Explain fundemental branding strategies. | 13, 16, 5, 9 | C, F |
| 1. Explain the basic principles of branding. | 13, 16, 5, 9 | C, F |
| 2. Define the basic concepts related to a brand. | 13, 16, 5, 9 | C, F |
| 3. Explain how brand value can be measured. | 13, 16, 5, 9 | C, F |
| 4. Recognize the brand elements which would create brand equity. | 13, 16, 5, 9 | C, F |
| Teaching Methods: | 13: Case Study Method, 16: Question - Answer Technique, 5: Cooperative Learning, 9: Lecture Method |
| Assessment Methods: | C: Multiple-Choice Exam, F: Project Task |
Course Outline
| Order | Subjects | Preliminary Work |
|---|
| 1 | Basic Concepts of Branding | No preperation required |
| 2 | Brand Value and Brand Equity | Reading of the related white paper-brandfinance |
| 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 of the related white paper |
| 6 | Branding Strategies | Reading the relevant chapter from the textbook |
| 7 | Branding Strategies | Reading the relevant chapter from the textbook |
| 8 | Group Project Presentations | teamwork |
| 9 | Group ProjectPresentations | teamwork |
| 10 | Group Project Presentations | teamwork |
| 11 | Group Project Presentations | teamwork |
| 12 | Group Project Presentations | teamwork |
| 13 | Group Project Presentations | teamwork |
| 14 | Group Project Presentations | teamwork |
| Resources |
| Tosun, N.B. Marka Yönetimi. Beta Yayınevi. Keller, K.L. Strategic Brand Management. Pearson. |
| whitepapers and power point slides |
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. | | | | | |
| 2 | Determines the facts related to Public Relations and Advertising and analyzes these facts with various dimensions. | | | | | |
| 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. | | | | | |
| 5 | Takes responsibility when necessary in the field related projects and proposes solutions to emerging problems. | X | | | | |
| 6 | Takes place as a member in a project-based teamwork; leads projects and plans events. | X | | | | |
| 7 | Observes the theoretical and factual problems with scientific methods related to Public Relations and Advertising disciplines and sub-disciplines; analyzes the findings and presents them in scientific publications. | | | | | |
| 8 | Has a high awareness towards lifelong learning. Follows the developments, innovations, opinions, methods and techniques regularly and uses them efficiently. | X | | | | |
| 9 | Uses Turkish language fluently and accurately in scientific and professional works. | X | | | | |
| 10 | Utilizes new communication technologies efficiently in professional and scientific works and follows the developments in new communication technologies regularly. | X | | | | |
| 11 | Communicates verbally and in writing using a foreign language at least at the European Language Portfolio B1 General level. | | | | | |
| 12 | Acts in accordance with ethical codes in professional and scientific works. | X | | | | |
| 13 | Plans social responsibility events and takes a role in implementation process. | | | | | |
| 14 | Performs the measurement and evaluation of communication activities. | X | | | | |
| 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. | | | | | |
| 17 | Implements public relations and advertising campaigns in public and private companies using the methods and techniques related to the field. | | | | | |
Assessment Methods
| Contribution Level | Absolute Evaluation |
| Rate of Midterm Exam to Success | | 40 |
| Rate of Final Exam to Success | | 60 |
| Total | | 100 |
Numerical Data
Ekleme Tarihi: 05/10/2023 - 13:48Son Güncelleme Tarihi: 05/10/2023 - 13:49
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