Course Detail
Course Description
| Course | Code | Semester | T+P (Hour) | Credit | ECTS |
|---|---|---|---|---|---|
| BRAND MANAGEMENT | - | Fall Semester | 3+0 | 3 | 5 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Elective |
| Course Coordinator | Assist.Prof. Fatih PINARBAŞI |
| Name of Lecturer(s) | Assist.Prof. Fatma Betül ORTAKÖY |
| Assistant(s) | |
| Aim | The aim of the course is to develop an understanding of basic marketing concepts as applied in brand management and the ability to apply these concepts in developing competitive brand strategy. |
| Course Content | This course contains; Introduction to the concept of brand and branding.,Customer-Based Brand Equity and Brand Positioning,Brand Resonance and the Brand Value Chain / I,Brand Resonance and the Brand Value Chain / II,Choosing Brand Elements to Build Brand Equity / I,Choosing Brand Elements to Build Brand Equity / II,Designing Marketing Programs to Build Brand Equity,Integrated Marketing Communications to Build Brand Equity / I,Integrated Marketing Communications to Build Brand Equity / II,Branding in the Digital Era,Leveraging Secondary Brand Associations to Build Brand Equity / I,Leveraging Secondary Brand Associations to Build Brand Equity / II,Developing a Brand Equity Measurement and Management System / I,Developing a Brand Equity Measurement and Management System / II. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 1. Will be able to explain the concepts of brand and branding. | 10, 12, 13, 16, 9 | A |
| 1.1 Define the concept of brand. | 10, 12, 13, 16, 9 | A |
| 1.2. Explain the concept and history of branding. | 10, 12, 13, 16, 9 | A |
| 1.3. Explain the basic characteristics of the brand concept. | 10, 12, 13, 16, 9 | A |
| 2. Will be able to explain the concept of customer-based brand value. | 10, 12, 13, 16, 9 | A |
| 2.1. Explain the place of the customer-based brand value concept in branding and consumer behavior. | 10, 12, 13, 16, 9 | A |
| 2.2. Explain the concept of positive customer-based brand equity. | 10, 12, 13, 16, 9 | A |
| 2.3. Explain the concept of negative customer-oriented brand equity. | 10, 12, 13, 16, 9 | A |
| 3. Will be able to explain the concept of Brand Resonance Pyramid. | 10, 12, 13, 16, 9 | A |
| 3.1. Explain the stages in the brand resonance pyramid. | 10, 12, 13, 16, 9 | A |
| 3.2. Explain the emotional and rational routes in the brand resonance pyramid. | 10, 12, 13, 16, 9 | A |
| 3.3. Explain the top stage in the brand resonance pyramid that describes the resonance. | 10, 12, 13, 16, 9 | A |
| 4. Will be able to explain and evaluate brand elements. | 10, 12, 13, 16, 9 | A |
| 4.1. Explain the brand name element. | 10, 12, 13, 16, 9 | A |
| 4.2. Explain the URL element. | 10, 12, 13, 16, 9 | A |
| 4.3. Explain the logo and symbol elements. | 10, 12, 13, 16, 9 | A |
| 4.4. Explain the character element. | 10, 12, 13, 16, 9 | A |
| 4.5. Explain the slogan element. | 10, 12, 13, 16, 9 | A |
| 4.6. Explain the jingle element. | 10, 12, 13, 16, 9 | A |
| 4.7. Explain the packaging element. | 10, 12, 13, 16, 9 | A |
| 5. Will be able to evaluate branding in the digital world. | 10, 12, 13, 16, 9 | A |
| 5.1. Explain the advances of the digital world. | 10, 12, 13, 16, 9 | A |
| 5.2 Explain the relationship between the digital world and branding activities. | 10, 12, 13, 16, 9 | A |
| 5.3 Evaluate the pros and cons of paid advertising channels in the digital world. | 10, 12, 13, 16, 9 | A |
| Teaching Methods: | 10: Discussion Method, 12: Problem Solving Method, 13: Case Study Method, 16: Question - Answer Technique, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Introduction to the concept of brand and branding. | |
| 2 | Customer-Based Brand Equity and Brand Positioning | |
| 3 | Brand Resonance and the Brand Value Chain / I | |
| 4 | Brand Resonance and the Brand Value Chain / II | |
| 5 | Choosing Brand Elements to Build Brand Equity / I | |
| 6 | Choosing Brand Elements to Build Brand Equity / II | |
| 7 | Designing Marketing Programs to Build Brand Equity | |
| 8 | Integrated Marketing Communications to Build Brand Equity / I | |
| 9 | Integrated Marketing Communications to Build Brand Equity / II | |
| 10 | Branding in the Digital Era | |
| 11 | Leveraging Secondary Brand Associations to Build Brand Equity / I | |
| 12 | Leveraging Secondary Brand Associations to Build Brand Equity / II | |
| 13 | Developing a Brand Equity Measurement and Management System / I | |
| 14 | Developing a Brand Equity Measurement and Management System / II |
| Resources |
| 1. Güçlü Markalar Yaratmak, David Aaker, MediaCat Yayıncılık, 2016 2. Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 5th Edition, Kevin Keller, Pearson, 2019 3. Managing Brand Equity, David Aaker, Free Press, 1991 |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Uluslararası ticaret ve finansman alanında teorik bilgileri tanımlar. | X | |||||
| 2 | Uluslararası ticaret ve finansman alanında gerekli matematiksel ve istatistiki yöntemleri anlatır. | ||||||
| 3 | Uluslararası ticaret ve finansman alanında gerekli en az bir bilgisayar programı kullanır. | ||||||
| 4 | Uluslararası ticaret ve finansman alanında gerekli olan mesleki yabancı dil yeterliliğini gösterir. | ||||||
| 5 | Uluslararası ticaret ve finansman alanında projeler hazırlar ve takım çalışmalarını yönetir. | ||||||
| 6 | Mesleki alanda yaşam boyu öğrenmenin gerekliliği bilinciyle bilim ve teknolojideki gelişmeleri izleyerek kendini sürekli yenileyip edindiği bilgi ve becerileri eleştirel olarak değerlendirir. | X | |||||
| 7 | Uluslararası ticaret ve finansman alanında teorik ve uygulamaya yönelik bilgileri kullanır | X | |||||
| 8 | En az A1 düzeyinde bir yabancı dili kullanarak güncel teknolojileri takip eder, sözlü / yazılı iletişim kurar | ||||||
| 9 | Örgüt / kurumsal, iş ve toplumsal etik değerlerini benimser ve kullanır. | ||||||
| 10 | Topluma hizmet duyarlılığı çerçevesinde, sosyal sorumluluk ilkelerini benimser ve gerektiğinde inisiyatif alır. | ||||||
| 11 | Disiplinler arası çalışmalar yürütebilmek için farklı disiplinlerde (ekonomi, finans, sosyoloji, hukuk, işletme) temel bilgileri ve verileri analiz ederek alanında kullanır. | X | |||||
| 12 | Öğrenciler, küresel ticaret, ihracat-ithalat işlemleri, gümrük işlemleri ve dış ticaretin finansmanı alanlarında uzmanlık elde eder. | X | |||||
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 | 0 | 0 | 0 | |||
| Guided Problem Solving | 0 | 0 | 0 | |||
| Resolution of Homework Problems and Submission as a Report | 0 | 0 | 0 | |||
| Term Project | 0 | 0 | 0 | |||
| Presentation of Project / Seminar | 0 | 0 | 0 | |||
| Quiz | 0 | 0 | 0 | |||
| Midterm Exam | 0 | 0 | 0 | |||
| General Exam | 0 | 0 | 0 | |||
| Performance Task, Maintenance Plan | 0 | 0 | 0 | |||
| Total Workload(Hour) | 0 | |||||
| Dersin AKTS Kredisi = Toplam İş Yükü (Saat)/30*=(0/30) | 0 | |||||
| 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 | - | Fall Semester | 3+0 | 3 | 5 |
| Course Program |
| Prerequisites Courses | |
| Recommended Elective Courses |
| Language of Course | Turkish |
| Course Level | First Cycle (Bachelor's Degree) |
| Course Type | Elective |
| Course Coordinator | Assist.Prof. Fatih PINARBAŞI |
| Name of Lecturer(s) | Assist.Prof. Fatma Betül ORTAKÖY |
| Assistant(s) | |
| Aim | The aim of the course is to develop an understanding of basic marketing concepts as applied in brand management and the ability to apply these concepts in developing competitive brand strategy. |
| Course Content | This course contains; Introduction to the concept of brand and branding.,Customer-Based Brand Equity and Brand Positioning,Brand Resonance and the Brand Value Chain / I,Brand Resonance and the Brand Value Chain / II,Choosing Brand Elements to Build Brand Equity / I,Choosing Brand Elements to Build Brand Equity / II,Designing Marketing Programs to Build Brand Equity,Integrated Marketing Communications to Build Brand Equity / I,Integrated Marketing Communications to Build Brand Equity / II,Branding in the Digital Era,Leveraging Secondary Brand Associations to Build Brand Equity / I,Leveraging Secondary Brand Associations to Build Brand Equity / II,Developing a Brand Equity Measurement and Management System / I,Developing a Brand Equity Measurement and Management System / II. |
| Dersin Öğrenme Kazanımları | Teaching Methods | Assessment Methods |
| 1. Will be able to explain the concepts of brand and branding. | 10, 12, 13, 16, 9 | A |
| 1.1 Define the concept of brand. | 10, 12, 13, 16, 9 | A |
| 1.2. Explain the concept and history of branding. | 10, 12, 13, 16, 9 | A |
| 1.3. Explain the basic characteristics of the brand concept. | 10, 12, 13, 16, 9 | A |
| 2. Will be able to explain the concept of customer-based brand value. | 10, 12, 13, 16, 9 | A |
| 2.1. Explain the place of the customer-based brand value concept in branding and consumer behavior. | 10, 12, 13, 16, 9 | A |
| 2.2. Explain the concept of positive customer-based brand equity. | 10, 12, 13, 16, 9 | A |
| 2.3. Explain the concept of negative customer-oriented brand equity. | 10, 12, 13, 16, 9 | A |
| 3. Will be able to explain the concept of Brand Resonance Pyramid. | 10, 12, 13, 16, 9 | A |
| 3.1. Explain the stages in the brand resonance pyramid. | 10, 12, 13, 16, 9 | A |
| 3.2. Explain the emotional and rational routes in the brand resonance pyramid. | 10, 12, 13, 16, 9 | A |
| 3.3. Explain the top stage in the brand resonance pyramid that describes the resonance. | 10, 12, 13, 16, 9 | A |
| 4. Will be able to explain and evaluate brand elements. | 10, 12, 13, 16, 9 | A |
| 4.1. Explain the brand name element. | 10, 12, 13, 16, 9 | A |
| 4.2. Explain the URL element. | 10, 12, 13, 16, 9 | A |
| 4.3. Explain the logo and symbol elements. | 10, 12, 13, 16, 9 | A |
| 4.4. Explain the character element. | 10, 12, 13, 16, 9 | A |
| 4.5. Explain the slogan element. | 10, 12, 13, 16, 9 | A |
| 4.6. Explain the jingle element. | 10, 12, 13, 16, 9 | A |
| 4.7. Explain the packaging element. | 10, 12, 13, 16, 9 | A |
| 5. Will be able to evaluate branding in the digital world. | 10, 12, 13, 16, 9 | A |
| 5.1. Explain the advances of the digital world. | 10, 12, 13, 16, 9 | A |
| 5.2 Explain the relationship between the digital world and branding activities. | 10, 12, 13, 16, 9 | A |
| 5.3 Evaluate the pros and cons of paid advertising channels in the digital world. | 10, 12, 13, 16, 9 | A |
| Teaching Methods: | 10: Discussion Method, 12: Problem Solving Method, 13: Case Study Method, 16: Question - Answer Technique, 9: Lecture Method |
| Assessment Methods: | A: Traditional Written Exam |
Course Outline
| Order | Subjects | Preliminary Work |
|---|---|---|
| 1 | Introduction to the concept of brand and branding. | |
| 2 | Customer-Based Brand Equity and Brand Positioning | |
| 3 | Brand Resonance and the Brand Value Chain / I | |
| 4 | Brand Resonance and the Brand Value Chain / II | |
| 5 | Choosing Brand Elements to Build Brand Equity / I | |
| 6 | Choosing Brand Elements to Build Brand Equity / II | |
| 7 | Designing Marketing Programs to Build Brand Equity | |
| 8 | Integrated Marketing Communications to Build Brand Equity / I | |
| 9 | Integrated Marketing Communications to Build Brand Equity / II | |
| 10 | Branding in the Digital Era | |
| 11 | Leveraging Secondary Brand Associations to Build Brand Equity / I | |
| 12 | Leveraging Secondary Brand Associations to Build Brand Equity / II | |
| 13 | Developing a Brand Equity Measurement and Management System / I | |
| 14 | Developing a Brand Equity Measurement and Management System / II |
| Resources |
| 1. Güçlü Markalar Yaratmak, David Aaker, MediaCat Yayıncılık, 2016 2. Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 5th Edition, Kevin Keller, Pearson, 2019 3. Managing Brand Equity, David Aaker, Free Press, 1991 |
Course Contribution to Program Qualifications
| Course Contribution to Program Qualifications | |||||||
| No | Program Qualification | Contribution Level | |||||
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Uluslararası ticaret ve finansman alanında teorik bilgileri tanımlar. | X | |||||
| 2 | Uluslararası ticaret ve finansman alanında gerekli matematiksel ve istatistiki yöntemleri anlatır. | ||||||
| 3 | Uluslararası ticaret ve finansman alanında gerekli en az bir bilgisayar programı kullanır. | ||||||
| 4 | Uluslararası ticaret ve finansman alanında gerekli olan mesleki yabancı dil yeterliliğini gösterir. | ||||||
| 5 | Uluslararası ticaret ve finansman alanında projeler hazırlar ve takım çalışmalarını yönetir. | ||||||
| 6 | Mesleki alanda yaşam boyu öğrenmenin gerekliliği bilinciyle bilim ve teknolojideki gelişmeleri izleyerek kendini sürekli yenileyip edindiği bilgi ve becerileri eleştirel olarak değerlendirir. | X | |||||
| 7 | Uluslararası ticaret ve finansman alanında teorik ve uygulamaya yönelik bilgileri kullanır | X | |||||
| 8 | En az A1 düzeyinde bir yabancı dili kullanarak güncel teknolojileri takip eder, sözlü / yazılı iletişim kurar | ||||||
| 9 | Örgüt / kurumsal, iş ve toplumsal etik değerlerini benimser ve kullanır. | ||||||
| 10 | Topluma hizmet duyarlılığı çerçevesinde, sosyal sorumluluk ilkelerini benimser ve gerektiğinde inisiyatif alır. | ||||||
| 11 | Disiplinler arası çalışmalar yürütebilmek için farklı disiplinlerde (ekonomi, finans, sosyoloji, hukuk, işletme) temel bilgileri ve verileri analiz ederek alanında kullanır. | X | |||||
| 12 | Öğrenciler, küresel ticaret, ihracat-ithalat işlemleri, gümrük işlemleri ve dış ticaretin finansmanı alanlarında uzmanlık elde eder. | X | |||||
Assessment Methods
| Contribution Level | Absolute Evaluation | |
| Rate of Midterm Exam to Success | 40 | |
| Rate of Final Exam to Success | 60 | |
| Total | 100 | |