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INTERNATIONAL BRAND MANAGEMENT PROGRAMME COURSE DESCRIPTION

Code Name of the Course Unit Semester In-Class Hours (T+P) Credit ECTS Credit
UTY315 INTERNATIONAL BRAND MANAGEMENT 5 3 3 5

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 Face to face
Coordinator of the Course Unit Prof.Dr. OSMAN ERGÜVEN VATANDAŞ
Instructor(s) of the Course Unit

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
Analyze the process of corporate and global brand management
Create a new brand identity by exploring the concepts of brand and brand identity.
Describe basic terms of brand management.

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY

Week Preparatory Topics(Subjects) Method
1 Literature Review, Reading the related subject in the coursebook Brand Concept Lecture Discussion
2 Literature Review, Reading the related subject in the coursebook Importance of Brand in terms of Marketing Lecture Discussion
3 Literature Review, Reading the related subject in the coursebook Concepts in Brand and Brand Registry Lecture Discussion
4 Literature Review, Reading the related subject in the coursebook Planning Strategic Brand Management Processes Lecture Discussion
5 Literature Review, Reading the related subject in the coursebook Brand Equivalence and Brand Loyalty Phenomenon Lecture Discussion
6 Literature Review, Reading the related subject in the coursebook Other Brand Equation Elements: Brand Identity, Brand personality, Brand Image Lecture Discussion
7 Literature Review, Reading the related subject in the coursebook Brand Creation Strategies Lecture Discussion
8 - MID-TERM EXAM -
9 Literature Review, Reading the related subject in the coursebook Audio Visual Elements of Brand Lecture Discussion
10 Literature Review, Reading the related subject in the coursebook Brand Communication Lecture Discussion
11 Literature Review, Reading the related subject in the coursebook Corporate Brand Management Lecture Discussion
12 Literature Review, Reading the related subject in the coursebook Global Brand Management Lecture Discussion
13 Literature Review, Reading the related subject in the coursebook A Brand Renaissance: Brand under the influence of Digital Lecture Discussion
14 Literature Review, Reading the related subject in the coursebook Marketing Programme Lecture Discussion
15 Literature Review, Reading the related subject in the coursebook Case Study Lecture Discussion
16 - FINAL EXAM -
17 - FINAL EXAM -

SOURCE MATERIALS & RECOMMENDED READING

Islamoglu, A. H., Firat, D. (2011), Stratejik Marka Yonetimi, Beta Publications, Istanbul.
Bati, U. (2013), Stratejik Marka Yonetimi, Brandage Publications, Istanbul.
Hatch, M. J. Schults, M. (2011), Marka Girisimi, Brandage Publications, Istanbul.
Çavuşoglu, S. B. (2011), Marka Yonetimi ve Pazarlama Stratejileri, Nobel Publications, Istanbul.

ASSESSMENT

Assessment & Grading of In-Term Activities Number of Activities Degree of Contribution (%) Description
Mid-Term Exam 1 50
Final Exam 1 50
TOTAL 2 100
Level of Contribution
0 1 2 3 4 5

CONTRIBUTION OF THE COURSE UNIT TO THE PROGRAMME LEARNING OUTCOMES

KNOWLEDGE

Theoretical

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Explain the historical development process of Aviation Management.
1
2
Use computer programs related to Aviation Transportation.
1
3
Define basic concepts related with aviation management.
1

KNOWLEDGE

Factual

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Relate the information and facts in the field with other social sciences such as law, sociology, philosophy and history.
2
2
Classify the relationship between the basic functions of the business and the interactions between these functions.
1
3
Apply knowledge and skills related to his / her field by considering the legal aspect of occupational health and safety.
1
4
Explain the concepts of entrepreneurship and innovation with the field.
1

SKILLS

Cognitive

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Manage operational activities related to the airline.
1
2
Gain lifelong learning skills and use knowledge of the field in the business life with the awareness of social responsibility.
3

SKILLS

Practical

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Prepare written agreements with relevant institutions in accordance with the legislation.
2
2
Perform the theoretical and practical knowledge related to the field with appropriate analytical methods and modeling techniques in business life.
2
3
Manage all phases from planning to implementation of aviation operations as a member of a team.
2
4
Cooperate with stakeholders related to air transport.
1
5
Develop the modern techniques and tools necessary for applications related to the field.
2

OCCUPATIONAL

Autonomy & Responsibility

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Execute a study in his/her field independently.
3
2
Decide as an individual or a team member to solve the problems encountered in applications related to the field.
4

OCCUPATIONAL

Learning to Learn

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Evaluate advanced knowledge and skills in his/her field with a critical approach.
4
2
Apply activities to improve his/her performance and his / her responsibility in line with the learning objectives by determining the learning needs.
4

OCCUPATIONAL

Communication & Social

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Communicate with people and institutions related to the field in writing and verbally.
3
2
Explain his/her thoughts on the issues related to the field and suggestions for solutions to the problems by the related departments by using supporting quantitative and qualitative data.
4
3
Organize projects and activities for the social environment with social responsibility consciousness and to be able to apply those.
3

OCCUPATIONAL

Occupational and/or Vocational

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Manage airports and terminal operations efficiently using aviation and business information.
1

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 13 5 65
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 5 2 10
Mid-Term Exam 1 1 1
Preparation for the Mid-Term Exam 5 2 10
Short Exam 0 0 0
Preparation for the Short Exam 0 0 0
TOTAL 39 0 129
Total Workload of the Course Unit 129
Workload (h) / 25.5 5,1
ECTS Credits allocated for the Course Unit 5,0