• HOME
• ABOUT US
  • Name Address
  • General Description
  • Governance
  • Academic Calendar
  • Degree Programmes
  • List of Programmes in English
  • General Admission and Registration Procedures
  • Credit Mobility and Recognition of Prior Learning
  • ECTS Credit Allocation
  • Academic Guidance
  • Contacts
• Degree Programmes
  • Third Cycle Programmes (Doctorate Degree)
  • Second Cycle Programmes (Master's Degree)
  • First Cycle Programmes (Bachelor's Degree)
  • Short Cycle Programmes (Associate's Degree)
• GENERAL INFORMATION FOR STUDENTS
  • Cost of Living
  • Accommodation
  • Meals
  • Medical Facilities
  • Facilities for Disabled Students
  • Insurance
  • Financial Supports
  • Student Affairs Office
  • Practical Information for International Students
  • Language Courses
  • Work Placement Possibilities
  • Sports, Social and Cultural Facilities
  • Student Associations and Clubs
  • About İzmir - Turkey
• INTERNATIONAL RELATIONS
  • International Relations Office
  • Registration Procedures
  • Agreements
  • Coordinators
  • Documents
  • List of Programmes in English
  • ECTS / DS Labels

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS ISL 3047 BRAND MANAGEMENT ELECTIVE 3 0 0 4

Offered By

Business Administration

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

PROFESSOR DOCTOR ENGIN ÖZGÜL

Offered to

Business Administration Business Administration (Evening)

Course Objective

Gaining core knowledge and skill in brand management.

Learning Outcomes of the Course Unit

1   Understanding brand equity elements 2   Ability to plan the brand building process 3   Creating 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 Overview of Brand Management 2 Concept of Brand Equity 3 Elements of Brand Equity 4 Process of Brand Building 5 Brand Identity System 6 Brand Personality 7 Process of Brand Positioning 8 Tools for Brand Identity Analysis 9 Brand Identity Analysis in Practice 10 Decisions in Brand Management 11 Brand Naming Strategies 12 Measuring Brand Value 13 Failures of Brand Management 14 Analysing Best Practise in Brand Management

Recomended or Required Reading

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

Planned Learning Activities and Teaching Methods

Lecturing, case studies, presentations, weekly research

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA 1 STT TERM WORK (SEMESTER) 2 MTE MIDTERM EXAM 3 MTEG MIDTERM GRADE STT * 0.40 + MTE * 0.60 4 FIN FINAL EXAM 5 FCG FINAL COURSE GRADE MTEG * 0.40 + FIN * 0.60 6 RST RESIT 7 FCGR FINAL COURSE GRADE (RESIT) MTEG * 0.40 + RST * 0.60

Further Notes About Assessment Methods

None

Assessment Criteria

Students must have avarage 70 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

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours) Lectures 13 3 39 Case study 1 3 3 Preparations before/after weekly lectures 12 2 24 Preparation for midterm exam 1 8 8 Preparation for final exam 1 11 11 Preparing assignments 1 8 8 Preparing presentations 1 5 5 Midterm 1 3 3 Final 1 3 3 TOTAL WORKLOAD (hours) 104

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