Code | Name of the Course Unit | Semester | In-Class Hours (T+P) | Credit | ECTS Credit |
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HRY203 | BRAND MANAGEMENT STRATEGIES | 3 | 3 | 3 | 6 |
GENERAL INFORMATION |
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Language of Instruction : | Turkish |
Level of the Course Unit : | BACHELOR'S DEGREE, TYY: + 6.Level, EQF-LLL: 6.Level, QF-EHEA: First Cycle |
Type of the Course : | Compulsory |
Mode of Delivery of the Course Unit | - |
Coordinator of the Course Unit | Assoc.Prof. ZEYNEP BURCU ŞAHİN |
Instructor(s) of the Course Unit | Assist.Prof. NEVRA ÜÇLER |
Course Prerequisite | No |
OBJECTIVES AND CONTENTS |
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Objectives of the Course Unit: | This course aims to provide the students with the information about brand management by enabling them to discover the brand concept correctly. |
Contents of the Course Unit: | Contents of the course include the subjects such as concepts related to the brand, strategic brand management process and case studies. |
KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to) |
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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. |
WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY |
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Week | Preparatory | Topics(Subjects) | Method |
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 | - |
SOURCE MATERIALS & RECOMMENDED READING |
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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 |
ASSESSMENT |
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Assessment & Grading of In-Term Activities | Number of Activities | Degree of Contribution (%) | Description |
Level of Contribution | |||||
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0 | 1 | 2 | 3 | 4 | 5 |
KNOWLEDGE |
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Theoretical |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Explain the basic concepts in the field and the basic disciplines arising from these concepts.
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5 | |||||
2 |
Compare current theories in the field and communication theories.
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3 |
KNOWLEDGE |
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Factual |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Solve problems related to the field by identifying problems related to the field.
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3 | |||||
2 |
Compares the information and facts in the field with the fields of social sciences such as Sociology, Journalism, Television and Media.
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4 |
SKILLS |
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Cognitive |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
By graduating from this department, conduct analysis in fields like public relations, advertisement and marketing.
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5 | |||||
2 |
Using field knowledge, identify and solve problems related to field.
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3 |
SKILLS |
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Practical |
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Programme Learning Outcomes | Level of Contribution | ||||||
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.
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2 | |||||
2 |
By using theoretical and practical knowledge gained in his field, solve the problems of public relations and advertising industry.
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4 |
OCCUPATIONAL |
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Autonomy & Responsibility |
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Programme Learning Outcomes | Level of Contribution | ||||||
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.
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2 | |||||
2 |
Create original and innovative strategies by approaching the field dynamics creatively and critically with an integrated viewpoint.
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3 | |||||
3 |
Designs a communication plan by taking responsibility in case of problems related to the field.
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2 |
OCCUPATIONAL |
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Learning to Learn |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Describe creative production, presentation and persuasion techniques to support the professional expertise.
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2 | |||||
2 |
Analyze the developments, changes and innovations in his field and gices an example.
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4 |
OCCUPATIONAL |
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Communication & Social |
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Programme Learning Outcomes | Level of Contribution | ||||||
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.
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3 | |||||
2 |
Designs projects and activities for the social environment in which they live with the consciousness of social responsibility.
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2 |
OCCUPATIONAL |
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Occupational and/or Vocational |
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Programme Learning Outcomes | Level of Contribution | ||||||
0 | 1 | 2 | 3 | 4 | 5 | ||
1 |
Determine career goals by establishing cooperation with the sector in line with the information he/she has.
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3 | |||||
2 |
Analyze and interpret the social and global impacts of issues related with communication.
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4 | |||||
3 |
Design new knowledge and techniques using technical and theoretical knowledge and skills related to his / her field.
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2 |
WORKLOAD & ECTS CREDITS OF THE COURSE UNIT |
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Workload for Learning & Teaching Activities |
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Type of the Learning Activites | Learning Activities (# of week) | Duration (hours, h) | Workload (h) |
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 |
Total Workload of the Course Unit | 152 | ||
Workload (h) / 25.5 | 6 | ||
ECTS Credits allocated for the Course Unit | 6,0 |