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Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS TUR 3013 BRAND MANAGEMENT ELECTIVE 3 0 0 3

Offered By

Tourism and Hotel Management

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

ASSISTANT PROFESSOR ÖZGE ADAN GÖK

Offered to

Tourism and Hotel Management Tourism Management

Course Objective

The aim of the course is to provide information about brand concept, the process of branding and brand symbol, brand name, brand awareness

Learning Outcomes of the Course Unit

1   1. To explain the concept of brand and branding process issues 2   2. To distinguish the brand types 3   3. To compare the brand equity for consumers and enterprises 4   4. To define the concept of brand name, brand awareness and brand awareness 5   5. To interpret issues related to brand planning and management concepts

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description 1 Definition of brand concept 2 Brand Types and Brand processes 3 Major benefits of brand 4 Brand name- Brand logo and symbols 5 Brand Equity in terms of enterprises and consumers 6 Brand Recognition and Brand Awareness 7 Midterm Exam 8 Midterm Exam 9 Brand Loyalty 10 Brand Image 11 Brand Identity and Brand Personality 12 Brand Positioning 13 Brand Planning and Management 14 Case study about brand management 15 Final Exam 16 Final Exam

Recomended or Required Reading

Mehmet Baş, Marka Yönetimi, Detay Yayıncılık, Ankara, 2015 Supplementary Book(s): Işıl Karpat Aktuğlu, Marka Yönetimi Güçlü ve Başarılı Markalar Için Temel Ilkeler, Iletişim Yayınevi, 2014 Eda Yılmaz, Marka Imajı, Türkmen Kitapevi, Istanbul 2011

Planned Learning Activities and Teaching Methods

The course is given in theory.

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA 1 MTE MIDTERM EXAM 2 ASG ASSIGNMENT 3 FIN FINAL EXAM 4 FCG FINAL COURSE GRADE MTE * 0.20 + ASG * 0.20 + FIN * 0.60 5 RST RESIT 6 FCGR FINAL COURSE GRADE (RESIT) MTE * 0.20 + ASG * 0.20 + RST * 0.60 *** Resit Exam is Not Administered in Institutions Where Resit is not Applicable.

Further Notes About Assessment Methods

None

Assessment Criteria

Assessments about theoretical information will be made with the written exam.

Language of Instruction

Turkish

Course Policies and Rules

It is compulsory to attend 70% of classes

Contact Details for the Lecturer(s)

0-232-7435988, ozge.adan@deu.edu.tr

Office Hours

Wednesday 10:00-12:00

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours) Lectures 14 3 42 Preparations before/after weekly lectures 14 1 14 Preparation for midterm exam 1 6 6 Preparation for final exam 1 10 10 Midterm 1 1 1 Final 1 2 2 TOTAL WORKLOAD (hours) 75

Contribution of Learning Outcomes to Programme Outcomes

PO/LO PO.1 PO.2 PO.3 PO.4 PO.5 PO.6 PO.7 PO.8 PO.9 PO.10 PO.11 PO.12 PO.13 PO.14 PO.15 PO.16 LO.1 5 LO.2 5 LO.3 5 LO.4 5 LO.5 5