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Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS IPL 5021 BRAND MANAGEMENT ELECTIVE 3 0 0 5

Offered By

Marketing Management

Level of Course Unit

Second Cycle Programmes (Master's Degree)

Course Coordinator

PROFESSOR DOCTOR ENGIN ÖZGÜL

Offered to

Marketing Management

Course Objective

Gaining core knowledge and skill in brand management.

Learning Outcomes of the Course Unit

1   understanding of mrand equity elements 2   Planning of brand management process 3   Establishing brand strategies 4   Analysing brand elements

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description 1 Importance of brand from company point of view 2 Dimensions of Brand Equity 3 Process of creating and Building Brand 4 Brand Identity system 5 Brand personality 6 Brand positioning 7 midterm 8 midterm 9 Decisions areas in brand management 10 Naming strategies 11 Assesing brand equity 12 Failure in brand management 13 Analysing of best practise in branding

Recomended or Required Reading

1. David Aaker (2016) Güçlü Markalar Yaratmak, Mediacat Yayınları. 2. Kevin Lane Keller (2019) Stratejik Marka Yönetimi, Nobel Yayınları. 3. Uğur Batı (2018) Marka Yönetimi, Alfa Yayınları.

Planned Learning Activities and Teaching Methods

Lecturing, case studies, presentations, weekly research

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA 1 MTE MIDTERM EXAM 2 STT TERM WORK (SEMESTER) 3 FIN FINAL EXAM 4 FCG FINAL COURSE GRADE MTE * 0.20 + STT * 0.30 + FIN* 0.50 5 RST RESIT 6 FCGR FINAL COURSE GRADE (RESIT) MTE * 0.20 + STT * 0.30 + RST* 0.50

Further Notes About Assessment Methods

None

Assessment Criteria

Students should have minimum 70 point over 100

Language of Instruction

Turkish

Course Policies and Rules

To be announced.

Contact Details for the Lecturer(s)

Prof.Dr. Engin Özgül engin.ozgul@deu.edu.tr Telefon: 232-3010576

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours) Lectures 12 3 36 Preparations before/after weekly lectures 12 3 36 Preparation for midterm exam 1 10 10 Preparation for final exam 1 12 12 Preparing assignments 1 10 10 Preparing presentations 1 10 10 Midterm 1 3 3 Final 1 3 3 TOTAL WORKLOAD (hours) 120

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 LO.1 1 LO.2 1 LO.3 1 LO.4 1