ECTS - Brand Management
Brand Management (MAN428) Course Detail
| Course Name | Course Code | Season | Lecture Hours | Application Hours | Lab Hours | Credit | ECTS |
|---|---|---|---|---|---|---|---|
| Brand Management | MAN428 | General Elective | 3 | 0 | 0 | 3 | 5 |
| Pre-requisite Course(s) |
|---|
| N/A |
| Course Language | English |
|---|---|
| Course Type | General Elective Courses (Group B) |
| Course Level | Bachelor’s Degree (First Cycle) |
| Mode of Delivery | Face To Face |
| Learning and Teaching Strategies | Lecture, Question and Answer, Observation Case Study. |
| Course Lecturer(s) |
|
| Course Objectives | Teach basic concepts of brand and brand management, strategies for increasing brand equity |
| Course Learning Outcomes |
The students who succeeded in this course;
|
| Course Content | Definition of a brand, brand name, brand attributes, brand positioning, image building, the difference between brand image and brand identity, sources of brand identity, methods to build brand awareness, brand loyalty, brand association, the relationship between brand equity and customer equity. |
Weekly Subjects and Releated Preparation Studies
| Week | Subjects | Preparation |
|---|---|---|
| 1 | Introduction | |
| 2 | Product and product decisions | |
| 3 | Brand concept, benefits, functions | |
| 4 | Visual and audio elements of the brand | |
| 5 | Brand personality, brand identity and brand image | |
| 6 | Customer-based brand value measurement-1 | |
| 7 | Customer-based brand value measurement-2 | |
| 8 | Special brands | |
| 9 | Midterm | |
| 10 | Article analysis-1 | |
| 11 | Article analysis-2 | |
| 12 | Article analysis-3 | |
| 13 | Presentations | |
| 14 | Presentations | |
| 15 | Presentations | |
| 16 | Final exam |
Sources
| Course Book | 1. David Aaker, 2014, Güçlü Markalar Yaratmak, Mediacat yayıncılık |
|---|
Evaluation System
| Requirements | Number | Percentage of Grade |
|---|---|---|
| Attendance/Participation | - | - |
| Laboratory | - | - |
| Application | - | - |
| Field Work | - | - |
| Special Course Internship | - | - |
| Quizzes/Studio Critics | - | - |
| Homework Assignments | 1 | 15 |
| Presentation | 1 | 35 |
| Project | - | - |
| Report | - | - |
| Seminar | - | - |
| Midterms Exams/Midterms Jury | 1 | 20 |
| Final Exam/Final Jury | 1 | 30 |
| Toplam | 4 | 100 |
| Percentage of Semester Work | 70 |
|---|---|
| Percentage of Final Work | 30 |
| Total | 100 |
Course Category
| Core Courses | |
|---|---|
| Major Area Courses | |
| Supportive Courses | |
| Media and Managment Skills Courses | X |
| Transferable Skill Courses |
The Relation Between Course Learning Competencies and Program Qualifications
| # | Program Qualifications / Competencies | Level of Contribution | ||||
|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | ||
| 1 | Adequate knowledge in mathematics, science and subjects specific to the Materials Engineering; the ability to apply theoretical and practical knowledge of these areas to solve complex engineering problems and to model and solve of materials systems | |||||
| 2 | Understanding of science and engineering principles related to the structures, properties, processing and performance of Materials systems | |||||
| 3 | Ability to identify, define, formulate and solve complex engineering problems; selecting and applying proper analysis and modeling techniques for this purpose | |||||
| 4 | Ability to design and choose proper materials for a complex system, process, device or product under realistic constraints and conditions to meet specific requirements; the ability to apply modern design and materials selection methods for this purpose | |||||
| 5 | Ability to develop, select and utilize modern techniques and tools essential for the analysis and solution of complex problems in Materails Engineering applications; the ability to utilize information technologies effectively | |||||
| 6 | Ability to design and conduct experiments, collect data, analyse and interpret results using statistical and computational methods for complex engineering problems or research topics specific to Materials Engineering | |||||
| 7 | Ability to work effectively in inter/inner disciplinary teams; ability to work individually | X | ||||
| 8 | Effective oral and written communication skills in Turkish; knowlegde of at least one foreign language; the ability to write effective reports and comprehend written reports, to prepare design and production reports, to make effective presentations, to give and receive clear and understandable instructions | X | ||||
| 9 | Recognition of the need for lifelong learning; the ability to access information; follow recent developments in science and technology with continuous self-development | |||||
| 10 | Ability to behave according to ethical principles, awareness of professional and ethical responsibility; knowledge of standards used in engineering applications | |||||
| 11 | Knowledge on business practices such as project management, risk management and change management; awareness in entrepreneurship and innovativeness; knowledge of sustainable development | X | ||||
| 12 | Knowledge of the effects of Materials Engineering applications on the universal and social dimensions of health, environment and safety, knowledge of modern age problems reflected on engineering; awareness of legal consequences of engineering solutions | X | ||||
ECTS/Workload Table
| Activities | Number | Duration (Hours) | Total Workload |
|---|---|---|---|
| Course Hours (Including Exam Week: 16 x Total Hours) | 16 | 3 | 48 |
| Laboratory | |||
| Application | |||
| Special Course Internship | |||
| Field Work | |||
| Study Hours Out of Class | |||
| Presentation/Seminar Prepration | 1 | 10 | 10 |
| Project | |||
| Report | |||
| Homework Assignments | 1 | 20 | 20 |
| Quizzes/Studio Critics | |||
| Prepration of Midterm Exams/Midterm Jury | 1 | 20 | 20 |
| Prepration of Final Exams/Final Jury | 1 | 30 | 30 |
| Total Workload | 128 | ||