BRAND MANAGEMENT PROGRAMME COURSE DESCRIPTION

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

GENERAL INFORMATION
Language of Instruction :	Turkish
Level of the Course Unit :	, TYY: + , EQF-LLL: , QF-EHEA:
Type of the Course :	Compulsory
Mode of Delivery of the Course Unit	-
Coordinator of the Course Unit
Instructor(s) of the Course Unit
Course Prerequisite	No

OBJECTIVES AND CONTENTS
Objectives of the Course Unit:	The aim of this course is to enable students to understand the concept of branding from a strategic perspective, thereby understanding the processes involved in creating brand identity, image, positioning, and value.
Contents of the Course Unit:	The course covers topics such as brand identity, brand personality, brand positioning, brand equity, brand loyalty, brand communication, rebranding, brand extension strategies, brand experience, brand management in the digital environment, and global branding. As part of the course, students will examine local and international brands and conduct strategic analyses 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)

List the key elements that constitute a brand's identity. Explain the brand positioning process and how brand strategies are developed. Distinguish strategic and communication shortcomings in the analysis of sample brand campaigns. Compare brand communication strategies with different types of brands, such as corporate branding, personal branding, and digital branding. Evaluate brand examples based on positioning, identity, and value creation criteria.

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	Literature Review	Brand positioning	Lecture and question-answer method
9	Literature Review	Global brands and local brands: cultural differences	Lecture and question-answer method
10	Literature Review	MID-TERM EXAM	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	-

SOURCE MATERIALS & RECOMMENDED READING
Tosun, N. (2020). Marka Yönetimi. İstanbul: Beta Yayın A.ş.

ASSESSMENT
Assessment & Grading of In-Term Activities	Number of Activities	Degree of Contribution (%)	Description	Examination Method

Level of Contribution
0	1	2	3	4	5

KNOWLEDGE
Theoretical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Alanında ileri düzeyde bilgilere sahiptir.						5

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Reklam Tasarımı ve İletişimi alanındaki temel bilgileri disiplinler arası çalışmalarda kullanır.					4

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	1-Alana ilişkin bilgileri çalışanlar ve ekip arkadaşlarına aktarabilme becerisine sahiptir.	0
2	-Karar, uygulama ve davranışlarında alana ilişkin edindiği bilgileri kullanmak suretiyle verileri yorumlayabilme, analiz edebilme, sorunları tanımlayabilme ve çözüm önerileri getirebilme becerisine sahiptir					4

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Reklam kampanyası dahilinde iletişim programları yaratır					4

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Alana ilişkin konularda araştırma ve çalışma yapar.					4
2	Proje yürütücüsü ya da katılımcısı olarak proje hedeflerine uygun sorumluluk alır					4
3	Örgüt/Kurum için amaç ve hedef belirler.					4

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	-Edindiği bilgi ve becerileri eleştirel olarak değerlendirir.					4
2	Öğrenme gereksiniminin sürekliliğini kavradığını gösterir.					4

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	-Alanı ile ilgili edindiği bilgi ve beceriler düzeyindeki düşüncelerini ve önerilerini ilgililere yazılı ve sözlü olarak aktarır.						5
2	Mesleki alanda paydaşlarla etkili iletişim kurar.					4
3	Alanının gerektirdiği en az Avrupa Bilgisayar Kullanma Lisansı İleri Düzeyinde bilgisayar yazılımı ile birlikte bilişim ve iletişim teknolojilerini kullanır.			2
4	Bir yabancı dili en az Avrupa Dil Portföyü B1 Genel Düzeyinde kullanarak alanındaki bilgileri izler ve meslektaşları ile iletişim kurar			2

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Örgüt/Kurum, iş ve toplumsal etik değerlere uygun davranır.					4
2	Örgütün/Kurumun paydaşlarıyla ilişkilerini analiz eder ve etkin biçimde yürütür.					4
3	Yenilikleri teşvik edebilme becerisine sahiptir.					4
4	Örgüte/kuruma ilişkin eleştirel düşünür.					4
5	Sosyal hakların evrenselliği, sosyal adalet, kalite ve kültürel değerler ile çevre koruma, iş sağlığı ve güvenliği konularında yeterli bilince sahiptir.					4

WORKLOAD & ECTS CREDITS OF THE COURSE UNIT
Workload for Learning & Teaching Activities
Type of the Learning Activites	Learning Activities (# of week)	Duration (hours, h)	Workload (h)
Lecture & In-Class Activities	14	3	42
Preliminary & Further Study	12	3	36
Land Surveying	0	0	0
Group Work	0	0	0
Laboratory	0	0	0
Reading	12	3	36
Assignment (Homework)	2	10	20
Project Work	0	0	0
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	7	7
Mid-Term Exam	1	1	1
Preparation for the Mid-Term Exam	1	5	5
Short Exam	0	0	0
Preparation for the Short Exam	0	0	0
TOTAL	44	0	148