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Information
| Unit | TOURISM AND HOTEL MANAGEMENT ACADEMY |
| ACCOMMODATION SERVICES PR. | |
| Code | KON444 |
| Name | Brand Management |
| Term | 2015-2016 Academic Year |
| Semester | 8. Semester |
| Duration (T+A) | 2-0 (T-A) (17 Week) |
| ECTS | 3 ECTS |
| National Credit | 2 National Credit |
| Teaching Language | Türkçe |
| Level | Üniversite Dersi |
| Type | Normal |
| Label | E Elective |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | |
| Course Instructor |
Prof. Dr. MEHMET CİHAN YAVUZ
(Bahar)
(A Group)
(Ins. in Charge)
|
Course Goal / Objective
Teaching brand and brand management basics.
Course Content
brand and related concepts, differences from product, brand manager and management, brand identity, brand decisions, advertising brand.
Course Precondition
Yok
Resources
Notes
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | 1-Brand and related concepts |
| LO02 | 2-Brand vs product and brand structure |
| LO03 | 3-Brand management |
| LO04 | 4-Brand Identity system and its application |
| LO05 | 5-Brand managers and management process |
| LO06 | 6-Basic decisions in Branding |
| LO07 | 7-Advertising Brand |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Brand Concept and Its Importance | Reading text book. | |
| 2 | Brand vs Product | Reading text book. | |
| 3 | Structure of Brand | Reading text book. | |
| 4 | Importance of Brand Management | Reading text book. | |
| 5 | Brand Identity | Reading text book. | |
| 6 | Brand Identity Application Process-1 | Reading text book. | |
| 7 | Brand Identity Application Process-2 | Reading text book. | |
| 8 | Midterm exam | Prepare for Exam | |
| 9 | Brand Manager | Reading text book. | |
| 10 | Brand management Process | Reading text book. | |
| 11 | Basic Branding Decisions | Reading text book. | |
| 12 | Brand Naming | Reading text book. | |
| 13 | Brand Visual Identity | Reading text book. | |
| 14 | Advertising Brand-1 | Reading text book. | |
| 15 | Advertising Brand-2 | Reading text book. | |
| 16 | Final Exam | Prepare for Exam | |
| 17 | Final Exam | Prepare for Exam |
Assessment (Exam) Methods and Criteria
| Assessment Type | Midterm / Year Impact | End of Term / End of Year Impact |
|---|---|---|
| 1. Midterm Exam | 100 | -20 |
| 1. Midterm Exam | 100 | -20 |
| General Assessment | ||
| Midterm / Year Total | 200 | -20 |
| 1. Final Exam | - | 60 |
| 1. Final Exam | - | 60 |
| Grand Total | - | 100 |