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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. İSMET GALİP YOLCUOĞLU
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 basic concepts of Social Service, working fields and application frameworks.
0
2
Uses up-to-date information on Social Service field by associating it with the theory and application information of Social Service.
0

KNOWLEDGE

Factual

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Establish the link between the application frameworks of Social Service.
0
2
Evaluate the developments in the field of migration, globalization and human rights in the new world by using the theoretical knowledge in the field.
0

SKILLS

Cognitive

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Using the research methods related to the field of Social Service, concludes scientific conclusions about social problems.
0
2
Examine the spatial legislation of Social Service and develop new strategies for implementation.
0

SKILLS

Practical

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Solve the problems specific to the field of Social Service according to scientific data.
0
2
Conduct trainings for individual, family and society by using advanced theoretical and practical knowledge in the field of Social Service.
0

OCCUPATIONAL

Autonomy & Responsibility

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Develop his / her competence in this area by taking the leadership role in working with individuals, groups and society and taking responsibility as a team member.
0

OCCUPATIONAL

Learning to Learn

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Describes a life worthy of dignity of the person who is the subject of social service science.
0

OCCUPATIONAL

Communication & Social

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Configures the communication between institutions in order to solve the problems.
0
2
Uses the educational role in the social service area.
0
3
Produces projects that will increase the consciousness level of the society.
1

OCCUPATIONAL

Occupational and/or Vocational

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Collaborate with other professionals in the work team through an interdisciplinary approach at the stage of Social Service intervention
0
2
Acts as a social worker in accordance with the laws, regulations and professional ethics rules.
0
3
Organize their work in accordance with their rights and responsibilities as an individual.
0

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