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	Elective Courses
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 Coordinator
Course Lecturer(s)	Assoc. Prof. Dr. Kemal Gürkan Küçükergin
Course Assistants
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; To explain stages of brand development To measure brand value To analyze brand strategies To describe global brand management
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	X
Major Area Courses
Supportive Courses
Media and Managment Skills Courses
Transferable Skill Courses

The Relation Between Course Learning Competencies and Program Qualifications

#	Program Qualifications / Competencies	Level of Contribution
#	Program Qualifications / Competencies	1	2	3	4	5
1	An ability to apply knowledge of mathematics, science, and engineering.
2	An ability to design and conduct experiments, as well as to analyze and interpret data.
3	An ability to design a system, component, or process to meet desired needs.
4	An ability to function on multi-disciplinary teams.
5	An ability to identify, formulate, and solve engineering problems.
6	An understanding of professional and ethical responsibility.
7	An ability to communicate effectively.
8	The broad education necessary to understand the impact of engineering solutions in a global and societal context.
9	Recognition of the need for, and an ability to engage in life-long learning.
10	Knowledge of contemporary issues.
11	An ability to use the techniques, skills, and modern engineering tools necessary for engineering practice.
12	Skills in project management and recognition of international standards and methodologies

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