TÜRKÇE
ENGLISH
Information
| Code | PZR252 |
| Name | Brand Management |
| Term | 2023-2024 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
(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
No prerequisites.
Resources
Mehmet Baş, Marka Yönetimi, Ankara 2020.
Notes
Fatma Atıgan, Marka Yönetimi, 2018.
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 | Have basic theoretical knowledge supported by up-to-date information in the field of marketing. | 4 |
| PLO02 | Bilgi - Kuramsal, Olgusal | Gains the skills to use the basic theoretical and applied knowledge acquired in the field of marketing at an advanced education level in the same field or in a field at the same level. | 4 |
| PLO03 | Bilgi - Kuramsal, Olgusal | Using the knowledge and skills acquired in the field of marketing, he/she will be able to analyze, interpret, question, criticize and find solutions to any marketing problem at a basic level. | 2 |
| PLO04 | Bilgi - Kuramsal, Olgusal | Gains the ability to independently carry out a basic level of marketing related work. | 3 |
| PLO05 | Bilgi - Kuramsal, Olgusal | Take responsibility individually or as a team member to solve problems encountered in marketing-related applications. | 3 |
| PLO06 | Bilgi - Kuramsal, Olgusal | He/she can carry out activities for the development of the personnel he/she is responsible for. | 3 |
| PLO07 | 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. | 2 |
| PLO08 | Beceriler - Bilişsel, Uygulamalı | Gains lifelong learning awareness. | 1 |
| 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. | 1 |
| 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. | 1 |
| 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. | 1 |
Week Plan
| Week | Topic | Preparation | Methods |
|---|---|---|---|
| 1 | Description and Qualities of Brand | Lecture Notes | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 2 | Brand Management Process | Lecture Notes | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 3 | Brand Strategies | Lecture Notes | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 4 | Qualities of Brand | Lecture Notes | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 5 | Creating Brand Character and Strategic Difference | Lecture Notes | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 6 | Design Factors for Brand | Lecture Notes | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 7 | Packing Design and Brand | Lecture Notes | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 8 | Mid-Term Exam | Ölçme Yöntemleri: Yazılı Sınav |
|
| 9 | Brand Dependence and Its Types | Lecture Notes | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Grup Çalışması |
| 10 | Brand Worthiness and Determination of Brand Position | Lecture Notes | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Grup Çalışması |
| 11 | Perception of Brand | Lecture Notes | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Grup Çalışması |
| 12 | Marketing Communication Factors in Brand Management 1 | Lecture Notes | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Grup Çalışması |
| 13 | Marketing Communication Factors in Brand Management 2 | Lecture Notes | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Grup Çalışması |
| 14 | Successful Brand Management Examples | Lecture Notes | Öğretim Yöntemleri: Anlatım, Soru-Cevap, Grup Çalışması |
| 15 | Course review | Lecture Notes | Öğretim Yöntemleri: Anlatım, Soru-Cevap |
| 16 | Term Exams | Ölçme Yöntemleri: Yazılı Sınav |
|
| 17 | Term Exams | Ölçme Yöntemleri: Yazılı Sınav |
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 | ||