COURSE UNIT TITLE

: BRAND MANAGEMENT

DEGREE PROGRAMMES

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
PAZ 4241 BRAND MANAGEMENT COMPULSORY 2 0 0 3

Offered By

Marketing

Level of Course Unit

Short Cycle Programmes (Associate's Degree)

Course Coordinator

ASSISTANT PROFESSOR FEYZA TEKINBAŞ ÖZKAYA

Offered to

Marketing
Marketing

Course Objective

It provides the student with the necessary knowledge and skills so that they can manage to make a brand known, synchronize the the brand positioning, sales strategies and applications, that they can follow up branding strategies and take action accordingly, as well as restructuring the brand based on rival s brand strategies in the context of business administration s objectives and strategies.

Learning Outcomes of the Course Unit

1   Being able to establish an integrated relationship between marketing and branding communications.
2   Being able to list the brand-empowering methods.
3   Being able to apply methods of advertisement and brand promotion
4   Being able to integrate brand positioning with sales strategies.
5   Tracking of the rival branding strategies.

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 The relevance and importance of brand strategies within marketing administration
2 Brand as a concept and the historical background of its use
3 Defining brands; brand according to the Turkish branding legislature, types of brands.
4 Brand concept for the consumer and the concept of brand equity.
5 Factors which form a consumer-oriented brand equity.
6 Brand loyalty
7 Brand awareness and perceived quality.
8 Mid-term Exam
9 Brand associations, basics in brand decisions
10 Brand strategies: decision for using multiple brands and dissemination.
11 Decision for restructuring the brand.
12 Properties of product and brand
13 Price and quality evaluation in consumer perception.
14 Brand Architecture
15 Examination of good practices

Recomended or Required Reading

Textbook(s): David A. Aaker Güçlü Markalar Yaratmak
Mehmet Marangoz, Funda Bayrakdaroğlu - Marka Yönetimi Kavramlar ve Uygulamalar

Supplementary Book(s): Açıköğretim ve uzaktan eğitim sitemindeki fakültelerin ilgili derslere ilişkin açık erişim kaynakları

Planned Learning Activities and Teaching Methods

Lectures, case studies

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 MTE MIDTERM EXAM
2 FN Final
3 FCG FINAL COURSE GRADE VZ*0.40 + FN* 0.60
4 RST RESIT
5 FCGR FINAL COURSE GRADE (RESIT) VZ*0.40 + BUT* 0.60


Further Notes About Assessment Methods

None

Assessment Criteria

The five learning outcomes will be assessed by midterm and final exams.

Language of Instruction

Turkish

Course Policies and Rules

The Regulation of Dokuz Eylul University on Education and Examination in Associate'sand Bachelor's Degrees

Contact Details for the Lecturer(s)

E-mail: feyza.tekinbas@deu.edu.tr
Gsm: 0232 3012561

Office Hours

Class days between 12:30-13:00 and 16:30-17:00

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 14 2 28
Preparations before/after weekly lectures 14 2 28
Preparation for midterm exam 1 10 10
Preparation for final exam 1 12 12
Midterm 1 1 1
Final 1 1 1
TOTAL WORKLOAD (hours) 80

Contribution of Learning Outcomes to Programme Outcomes

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CONTACT INFORMATION
Dokuz Eylül Üniversitesi Cumhuriyet Bulvarı No: 144 35210 Alsancak / İZMİR
Phone: +90(232) 412 12 12 - Fax: +90 (232) 464 81 35

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