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ISTANBUL GELİŞİM UNIVERSITY INFORMATION SYSTEM

BRAND MANAGEMENT COURSE IDENTIFICATION AND APPLICATION INFORMATION

Code Name of the Course Unit Semester In-Class Hours (T+P) Credit ECTS Credit
RTI218 BRAND MANAGEMENT 4 3 3 6

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY
Week Preparatory Topics(Subjects) Method
1 Literature Review Introduction to the concept of branding, its definition and historical development Lecture and question-answer method
2 Literature Review Differences between brand identity, brand personality, and brand image Lecture and question-answer method
3 Literature Review Brand positioning strategies Lecture and question-answer method
4 Literature Review Brand equity and brand loyalty Lecture and question-answer method
5 Literature Review Brand communication: advertising, public relations, sponsorship, and digital media Lecture and question-answer method
6 Literature Review Brand experience and emotional branding Lecture and question-answer method
7 Literature Review Brand extension, repositioning, and rebranding strategies Lecture and question-answer method
8 - MID-TERM EXAM -
9 Literature Review Global brands and local brands: cultural differences Lecture and question-answer method
10 Literature Review Brand management in the digital environment and social media branding Lecture and question-answer method
11 Literature Review Brand crises and reputation management Lecture and question-answer method
12 Literature Review Ethics, social responsibility, and sustainable brands Lecture and question-answer method
13 Literature Review Holistic assessment and project presentations in brand management Lecture and question-answer method
14 Literature Review Case study Lecture and question-answer method
15 Literature Review Case study Lecture and question-answer method
16 - FINAL EXAM -
17 - FINAL EXAM -