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 :	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. YELDA ÜLKER
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	-	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	-

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	Has advanced knowledge in the field.						5

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Uses the basic information in the field of Advertising in interdisciplinary studies.					4

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Has the ability to transfer the knowledge of the field to employees and teammates.	0
2	Has the ability interpret and analyze data, define problems and propose solutions using acquired information relating to the area by using the information in decisions, practices and behaviors.					4

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Creates communication programs within the advertising campaign.					4

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Conducts research and studies on subjects related to the field.					4
2	Takes responsibility in accordance with the project objectives as a project manager or participant.					4
3	Sets the purpose and target for the organization / institution.					4

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Evaluates critically the acquired knowledge and skills.					4
2	Shows that he/she understands the continuity of the learning need.					4

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Conveys his / her thoughts and suggestions at the level of knowledge and skills related to the field to those concerned in written and verbal form.						5
2	Communicates effectively with stakeholders in the professional field.					4
3	Uses information and communication technologies together with computer software at minimum advanced level of European Computer Driving License required by the field.			2
4	Follows the information in the field and communicates with colleagues by using a foreign language at least at the European Language Portfolio B1 General Level.			2

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	Behaves in accordance with organization/institution, business and social ethical values.					4
2	Analyzes the relations of the organization/institution with its stakeholders and executes them effectively.					4
3	Has the ability to encourage innovations.					4
4	Thinks critically about the organization / institution.					4
5	Has sufficient awareness of the universality of social rights, social justice, quality and cultural values, environmental protection, occupational health and safety.					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