BRAND MANAGEMENT PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
HIT306	BRAND MANAGEMENT	8	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 :	Elective
Mode of Delivery of the Course Unit	-
Coordinator of the Course Unit	Assist.Prof. BUMİN ÇAĞATAY AKSU
Instructor(s) of the Course Unit
Course Prerequisite	No

OBJECTIVES AND CONTENTS
Objectives of the Course Unit:	The aim of the course is to provide the students with the knowledge to pass brand management to the students by ensuring that the brand concept works correctly.
Contents of the Course Unit:	In this course, brand concepts and strategic brand management process are discussed in different dimensions and examined in the context of case analysis.

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)
Defines concepts related to brand and brand.
Describes mastery of branding strategies.
Analyzes corporate and global brand management process.
Explains the communication of the brand.

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY
Week	Preparatory	Topics(Subjects)	Method
1	Literature Review	Explaining the content and method of the course; Introduction to course	Lecture
2	Literature Review	The definition of the brand and its importance in terms of marketing.	Lecture
3	Literature Review	Trademark concepts and trademark registration.	Lecture
4	Literature Review	Strategic brand management process planning.	Lecture
5	Literature Review	Brand equity and brand loyalty.	Lecture
6	Literature Review	Other brand equity elements: Brand identity, brand personality, brand image.	Lecture
7	Literature Review	Brand creation strategies.	Lecture
8	-	MID-TERM EXAM	-
9	Literature Review	Visual and audio elements of the brand.	Lecture
10	Literature Review	Brand communication.	Lecture
11	Literature Review	Corporate brand management.	Lecture
12	Literature Review	Global brand management.	Lecture
13	Literature Review	A brand renaissance: Brand under the influence of the digital.	Lecture
14	Literature Review	Marketing program.	Lecture
15	Literature Review	Sample cases	Lecture
16	-	FINAL EXAM	-
17	-	FINAL EXAM	-

SOURCE MATERIALS & RECOMMENDED READING
Course notes

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

Level of Contribution
0	1	2	3	4	5

KNOWLEDGE
Theoretical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	He/she has the advanced theoretical and practical knowledge supported by books including main and current knowledge on Health Management's field, practical tools, multimedia educational tools and other supported resources.					4

KNOWLEDGE
Factual
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	He/she has the knowledge to attain scientific information, track current literature, evaluate and execute datas about Health Management.					4

SKILLS
Cognitive
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	He/she can interpret and evaluate scientifically proven datas by using his/her advanced knowledge and skills on Health Management, he/she can identify the problems, analyze them, and solve them with the aid of researches and evidences based his/her professional ethical norms, by sharing the knowledge and being an excellent member of a team.					4

SKILLS
Practical
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	He/she can train individuals, families and society by using his/her advanced theoretical and practical knowledge on Health Management studies.					4

OCCUPATIONAL
Autonomy & Responsibility
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	He/she can perform a study independently and take responsibility bycooperating with other groups of professions via using his/her advanced knowledge on Health Management.					4

OCCUPATIONAL
Learning to Learn
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	He/she can evaluatecritically the advanced knowledge and skills on Health Management.					4

OCCUPATIONAL
Communication & Social
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	He/she can inform people and institutions relevant to Health Management by citing his/her suggestions about solutions both written and orally, and he/she can listen the requests and expectancies of those contacts.					4

OCCUPATIONAL
Occupational and/or Vocational
	Programme Learning Outcomes	Level of Contribution
		0	1	2	3	4	5
1	He/she can gather, interpret, and execute information about Health Management field, and cooperate with people from other relevant disciplines in order to announce the information gathered by paying attention to social, cultural and ethical norms.					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	14	2	28
Land Surveying	0	0	0
Group Work	0	0	0
Laboratory	0	0	0
Reading	0	0	0
Assignment (Homework)	0	0	0
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	4	15	60
Mid-Term Exam	1	1	1
Preparation for the Mid-Term Exam	2	10	20
Short Exam	0	0	0
Preparation for the Short Exam	0	0	0
TOTAL	36	0	152