MARKA YÖNETİMİ STRATEJİLERİ DERS TANITIM VE UYGULAMA BİLGİLERİ

Kodu	Dersin Adı	Yarıyıl	Süresi(T+U)	Kredisi	AKTS Kredisi
HRY203	MARKA YÖNETİMİ STRATEJİLERİ	3	3	3	6

DERS BİLGİLERİ
Dersin Öğretim Dili :	Türkçe
Dersin Düzeyi	BACHELOR'S DEGREE, TYY: + 6.Level, EQF-LLL: 6.Level, QF-EHEA: First Cycle
Dersin Türü	Zorunlu
Dersin Veriliş Şekli	-
Dersin Koordinatörü	Assoc.Prof. ZEYNEP BURCU ŞAHİN
Dersi Veren Öğretim Üyesi/Öğretim Görevlisi	Dr.Öğr.Üyesi NEVRA ÜÇLER
Ders Ön Koşulu	Yok

AMAÇ VE İÇERİK
Amaç:	This course aims to provide the students with the information about brand management by enabling them to discover the brand concept correctly.
İçerik:	Contents of the course include the subjects such as concepts related to the brand, strategic brand management process and case studies.

DERSİN ÖĞRENME ÇIKTILARI (Öğrenciler, bu dersi başarı ile tamamladıklarında aşağıda belirtilen bilgi, beceri ve/veya yetkinlikleri gösterirler.)
Explain the basic concepts of brand.
Determine the impact of the brand on the purchase decision in consumers.
Analyze the process of corporate and global brand management.
Compare the visual and audio elements of the brand.

HAFTALIK DERS KONULARI VE ÖNGÖRÜLEN HAZIRLIK ÇALIŞMALARI
Hafta	Ön Hazırlık	Konular	Yöntem
1	Presentation Evaluation, Literature Review	Concept of brand	Lecturing and discussion
2	Literature Review, Reading the related subject in the coursebook	The importance of brand for marketing.	Lecturing and discussion
3	Reading the related subject in the coursebook	The concepts related to brand and brand registration.	Lecturing and discussion
4	Reading the related subject in the coursebook	Planning the process of strategic brand management process.	Lecturing and discussion
5	Presentation Evaluation, Literature Review	Brand equity and the phenomenon of brand loyalty..	Lecturing and discussion
6	Reading the related subject in the coursebook	Other brand equity elements: Brand identity, brand personality, brand image.	Lecturing and discussion
7	Presentation Evaluation, Literature Review	Brand creating strategies.	Lecturing and discussion
8	-	MID-TERM EXAM	-
9	Literature Review, Reading the related subject in the coursebook	The visual and audial elements of brand.	Lecturing and discussion
10	Presentation Evaluation, Literature Review	Brand communication..	Lecturing and discussion
11	Presentation Evaluation	Corporate brand management.	Lecturing and discussion
12	Literature Review, Reading the related subject in the coursebook	Global brand management.	Lecturing and discussion
13	Presentation Evaluation, Literature Review	A brand renaissance: Brand which is under the effect of digital.	Lecturing and discussion
14	Literature Review, Reading the related subject in the coursebook	Marketing programme.	Lecturing and discussion
15	Presentation Evaluation, Literature Review, Reading the related subject in the coursebook	Case studies.	Lecturing and discussion
16	-	FINAL EXAM	-
17	-	FINAL EXAM	-

KAYNAKLAR
Aaker, D., A. (2016). Güçlü Markalar Yaratmak, İstanbul: MediaCat Yayınları.
Babür Tosun, N. (2020). Marka Yönetimi: İstanbul: Beta Yayınları.
Batı, U. (2013). Stratejik Marka Yönetimi, İstanbul: Brandage Yayınları.
Çavuşoğlu, S. B. (2011). Marka Yönetimi ve Pazarlama Stratejileri, İstanbul: Nobel Yayınları.
İslamoğlu, A. H., Fırat, D. (2011). Stratejik Marka Yönetimi, İstanbul: Beta Yayınları.
Kapferer, J. (2012). The New Strategic Brand Managament, Koganpage

ÖLÇME VE DEĞERLENDİRME
Yarıyıl İçi Yapılan Çalışmaların Ölçme ve Değerlendirmesi	Etkinlik Sayısı	Katkı Yüzdesi	Açıklama

(0) Etkisiz	(1) En Düşük	(2) Düşük	(3) Orta	(4) İyi	(5) Çok İyi
0	1	2	3	4	5

KNOWLEDGE
Theoretical
	Program Yeterlilikleri/Çıktıları	Katkı Düzeyi
		0	1	2	3	4	5
1	Explain the basic concepts in the field and the basic disciplines arising from these concepts.						5
2	Compare current theories in the field and communication theories.				3

KNOWLEDGE
Factual
	Program Yeterlilikleri/Çıktıları	Katkı Düzeyi
		0	1	2	3	4	5
1	Solve problems related to the field by identifying problems related to the field.				3
2	Compares the information and facts in the field with the fields of social sciences such as Sociology, Journalism, Television and Media.					4

SKILLS
Cognitive
	Program Yeterlilikleri/Çıktıları	Katkı Düzeyi
		0	1	2	3	4	5
1	By graduating from this department, conduct analysis in fields like public relations, advertisement and marketing.						5
2	Using field knowledge, identify and solve problems related to field.				3

SKILLS
Practical
	Program Yeterlilikleri/Çıktıları	Katkı Düzeyi
		0	1	2	3	4	5
1	Apply the projects in line with the field of campaign analysis, in line with the communication plan to be prepared.			2
2	By using theoretical and practical knowledge gained in his field, solve the problems of public relations and advertising industry.					4

OCCUPATIONAL
Autonomy & Responsibility
	Program Yeterlilikleri/Çıktıları	Katkı Düzeyi
		0	1	2	3	4	5
1	Taking part in public relations campaigns and advertising projects, implements the duties assigned to them within the team.			2
2	Create original and innovative strategies by approaching the field dynamics creatively and critically with an integrated viewpoint.				3
3	Designs a communication plan by taking responsibility in case of problems related to the field.			2

OCCUPATIONAL
Learning to Learn
	Program Yeterlilikleri/Çıktıları	Katkı Düzeyi
		0	1	2	3	4	5
1	Describe creative production, presentation and persuasion techniques to support the professional expertise.			2
2	Analyze the developments, changes and innovations in his field and gices an example.					4

OCCUPATIONAL
Communication & Social
	Program Yeterlilikleri/Çıktıları	Katkı Düzeyi
		0	1	2	3	4	5
1	Effectively explain his/her opinion in the context of advertising, public relations, marketing, etc. to related persons and institutions in writing and verbal.				3
2	Designs projects and activities for the social environment in which they live with the consciousness of social responsibility.			2

OCCUPATIONAL
Occupational and/or Vocational
	Program Yeterlilikleri/Çıktıları	Katkı Düzeyi
		0	1	2	3	4	5
1	Determine career goals by establishing cooperation with the sector in line with the information he/she has.				3
2	Analyze and interpret the social and global impacts of issues related with communication.					4
3	Design new knowledge and techniques using technical and theoretical knowledge and skills related to his / her field.			2

DERSİN İŞ YÜKÜ VE AKTS KREDİSİ
Öğrenme-Öğretme Etkinlikleri İş Yükü
Öğrenme-Öğretme Etkinlikleri	Etkinlik(hafta sayısı)	Süresi(saat sayısı)	Toplam İş Yükü
Lecture & In-Class Activities	14	3	42
Preliminary & Further Study	14	2	28
Land Surveying	0	0	0
Group Work	0	0	0
Laboratory	0	0	0
Reading	0	0	0
Assignment (Homework)	2	20	40
Project Work	1	12	12
Seminar	0	0	0
Internship	0	0	0
Technical Visit	0	0	0
Web Based Learning	0	0	0
Implementation/Application/Practice	0	0	0
Practice at a workplace	0	0	0
Occupational Activity	0	0	0
Social Activity	0	0	0
Thesis Work	0	0	0
Field Study	0	0	0
Report Writing	0	0	0
Final Exam	1	1	1
Preparation for the Final Exam	1	16	16
Mid-Term Exam	1	1	1
Preparation for the Mid-Term Exam	1	12	12
Short Exam	0	0	0
Preparation for the Short Exam	0	0	0
TOTAL	35	0	152