BRAND MANAGEMENT STRATEGIES PROGRAMME COURSE DESCRIPTION

Code	Name of the Course Unit	Semester	In-Class Hours (T+P)	Credit	ECTS Credit
HRY203	BRAND MANAGEMENT STRATEGIES	3	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. ZEYNEP BURCU ŞAHİN
Instructor(s) of the Course Unit	Assist.Prof. NEVRA ÜÇLER
Course Prerequisite	No

OBJECTIVES AND CONTENTS
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)
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
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
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
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	Explain the basic concepts in the field and the basic disciplines arising from these concepts.						5
2	Compare current theories in the field and communication theories.				3

KNOWLEDGE
Factual
	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.				3
2	Compares the information and facts in the field with the fields of social sciences such as Sociology, Journalism, Television and Media.					4

SKILLS
Cognitive
	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.						5
2	Using field knowledge, identify and solve problems related to field.				3

SKILLS
Practical
	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.			2
2	By using theoretical and practical knowledge gained in his field, solve the problems of public relations and advertising industry.					4

OCCUPATIONAL
Autonomy & Responsibility
	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.			2
2	Create original and innovative strategies by approaching the field dynamics creatively and critically with an integrated viewpoint.				3
3	Designs a communication plan by taking responsibility in case of problems related to the field.			2

OCCUPATIONAL
Learning to Learn
	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.			2
2	Analyze the developments, changes and innovations in his field and gices an example.					4

OCCUPATIONAL
Communication & Social
	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.				3
2	Designs projects and activities for the social environment in which they live with the consciousness of social responsibility.			2

OCCUPATIONAL
Occupational and/or Vocational
	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.				3
2	Analyze and interpret the social and global impacts of issues related with communication.					4
3	Design new knowledge and techniques using technical and theoretical knowledge and skills related to his / her field.			2

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)	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