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Information
| Unit | CEYHAN VOCATIONAL SCHOOL |
| Code | PZR252 |
| Name | Brand Management |
| Term | 2018-2019 Academic Year |
| Semester | 4. Semester |
| Duration (T+A) | 2-0 (T-A) (17 Week) |
| ECTS | 2 ECTS |
| National Credit | 2 National Credit |
| Teaching Language | Türkçe |
| Level | Ön Lisans Dersi |
| Type | Normal |
| Label | C Compulsory |
| Mode of study | Yüz Yüze Öğretim |
| Catalog Information Coordinator | Öğr. Gör. SADIK EREN |
| Course Instructor |
Öğr. Gör. SADIK EREN
(Bahar)
(A Group)
(Ins. in Charge)
|
Course Goal / Objective
The aim of this course is provide to the students how they will apply brand strategies and brand management successfully in business life.
Course Content
Description and Qualities of Brand, Brand Management Process, Brand Strategies, Qualities of Brand, Creating Brand Character and Strategic Difference, Design Factors for Brand, Packing Design and Brand, Brand Dependence and Its Types, Brand Worthiness and Determination of Brand Position, Perception of Brand, Marketing Communication Factors in Brand Management, Marketing Communication Factors in Brand Management, Successful Brand Management Examples
Course Precondition
Resources
Notes
Course Learning Outcomes
| Order | Course Learning Outcomes |
|---|---|
| LO01 | To be able to provide the recognition and announcement of the brand according to the aims and the strategies of the enterprise. |
| LO02 | To be able to harmonize the brand positioning and marketing strategies and applications |
| LO03 | To be able to follow brand strategies according to the aim and strategies of the enterprise and to be able to behave accordingly. |
| LO04 | To be able to adopt and apply the principles that give character to the brand |
| LO05 | To be able to comprehend the importance of the factors owned by the brand as a design |
| LO06 | To be able to examine the complementary elements of the brand. |
| LO07 | To be able to assess the degree of the brand dependence of the customers |
| LO08 | To be able to reconstruct the brand by following the brand strategies of the competitors |
| LO09 | To be able to comprehend the importance of the brand worthiness from the point of enterprises. |
Relation with Program Learning Outcome
| Order | Type | Program Learning Outcomes | Level |
|---|---|---|---|
| PLO01 | Bilgi - Kuramsal, Olgusal | It refers to basic theoretical knowledge supported by current information in the field of marketing. | 4 |
| PLO02 | Bilgi - Kuramsal, Olgusal | It refers to the basic level theoretical and practical knowledge acquired in the field of marketing. | 4 |
| PLO03 | Bilgi - Kuramsal, Olgusal | Discusses any marketing problem at a basic level, using the knowledge and skills acquired in the field of marketing. | |
| PLO04 | Bilgi - Kuramsal, Olgusal | Compares basic level studies on marketing in terms of their similarities and differences. | |
| PLO05 | Bilgi - Kuramsal, Olgusal | Explains the cause/effect of problems encountered in marketing-related applications. | 3 |
| PLO06 | Beceriler - Bilişsel, Uygulamalı | They can criticize the basic knowledge and skills acquired in marketing, have the ability to identify their deficiencies and meet these deficiencies. | |
| PLO07 | Beceriler - Bilişsel, Uygulamalı | Gains lifelong learning awareness. | |
| PLO08 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | He/she can carry out activities for the development of the personnel he/she is responsible for. | 3 |
| PLO09 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | He/she can convey his/her thoughts through written, verbal and visual communication at the level of basic knowledge and skills on marketing-related issues. | |
| PLO10 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | He/she can share his/her thoughts on marketing-related issues and solutions to problems with experts and non-experts. | |
| PLO11 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | Obtains a basic level of foreign language knowledge to monitor information in the field of marketing and communicate with colleagues and non-nationals. | |
| PLO12 | Yetkinlikler - Bağımsız Çalışabilme ve Sorumluluk Alabilme Yetkinliği | With the basic computer use required by the marketing field, internet technologies can use office software at a basic level. | |
| PLO13 | Yetkinlikler - Öğrenme Yetkinliği | Have social, scientific, cultural and ethical values in the stages of collecting any data in the field of marketing, applying it and announcing the results. |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Description and Qualities of Brand | Lecture Notes | |
| 2 | Brand Management Process | Lecture Notes | |
| 3 | Brand Strategies | Lecture Notes | |
| 4 | Qualities of Brand | Lecture Notes | |
| 5 | Creating Brand Character and Strategic Difference | Lecture Notes | |
| 6 | Design Factors for Brand | Lecture Notes | |
| 7 | Packing Design and Brand | Lecture Notes | |
| 8 | Mid-Term Exam | ||
| 9 | Brand Dependence and Its Types | Lecture Notes | |
| 10 | Brand Worthiness and Determination of Brand Position | Lecture Notes | |
| 11 | Perception of Brand | Lecture Notes | |
| 12 | Marketing Communication Factors in Brand Management | Lecture Notes | |
| 13 | Marketing Communication Factors in Brand Management | Lecture Notes | |
| 14 | Successful Brand Management Examples | Lecture Notes | |
| 15 | Course review | Lecture Notes | |
| 16 | Term Exams | ||
| 17 | Term Exams |
Assessment (Exam) Methods and Criteria
| Assessment Type | Midterm / Year Impact | End of Term / End of Year Impact |
|---|---|---|
| 1. Midterm Exam | 100 | 40 |
| General Assessment | ||
| Midterm / Year Total | 100 | 40 |
| 1. Final Exam | - | 60 |
| Grand Total | - | 100 |
Student Workload - ECTS
| Works | Number | Time (Hour) | Workload (Hour) |
|---|---|---|---|
| Course Related Works | |||
| Class Time (Exam weeks are excluded) | 14 | 2 | 28 |
| Out of Class Study (Preliminary Work, Practice) | 14 | 1 | 14 |
| Assesment Related Works | |||
| Homeworks, Projects, Others | 0 | 0 | 0 |
| Mid-term Exams (Written, Oral, etc.) | 1 | 4 | 4 |
| Final Exam | 1 | 8 | 8 |
| Total Workload (Hour) | 54 | ||
| Total Workload / 25 (h) | 2,16 | ||
| ECTS | 2 ECTS | ||