USEFUL INFORMATION, RESOURCES & SERVICES FOR STUDENTSUSEFUL LINKS AND DOCUMENTS ADITIONAL & SUPPORTING INFORMATION

SECTION I: GENERAL INFORMATION ABOUT THE COURSE

Course Code	Course Name	Year	Semester	Theoretical	Practical	Credit	ECTS
60414METOZ-HIR0345	Brand Management	3	Fall	3	0	3	4

Course Type :	Compulsory
Cycle:	Bachelor TQF-HE:6. Master`s Degree QF-EHEA:First Cycle EQF-LLL:6. Master`s Degree
Language of Instruction:	Turkish
Prerequisities and Co-requisities:	N/A
Mode of Delivery:	Face to face
Name of Coordinator:	Profesör Dr. PINAR SEDEN MERAL
Dersin Öğretim Eleman(lar)ı:
Dersin Kategorisi:	Programme Specific

SECTION II: INTRODUCTION TO THE COURSE

Course Objectives & Content

Course Objectives:	The aim of this course is to define the basic concepts of brand and brand management and to construct brand communication strategies.
Course Content:	Brand concept in the world and development of the brand in Turkey, the basic concepts of the brand, brand naming strategy, digital brand management issues form the content of this course.

Course Specific Rules

none

Course Learning Outcomes (CLOs)

Course Learning Outcomes (CLOs) are those describing the knowledge, skills and competencies that students are expected to achieve upon successful completion of the course. In this context, Course Learning Outcomes defined for this course unit are as follows:



Knowledge *(Described as Theoritical and/or Factual Knowledge.)*
1) Defines the basic concepts of brand and brand management.
2) Can transfer the development of the brand in the world and Turkey.
3) Can design brand management strategies.
Skills *(Describe as Cognitive and/or Practical Skills.)*
1) Can plan brand management strategies in traditional and digital platforms.
2) Can realize brand management strategies.
3) Evaluate brand management strategies.
Competences *(Described as "Ability of the learner to apply knowledge and skills autonomously with responsibility", "Learning to learn"," Communication and social" and "Field specific" competences.)*
1) Can evaluate environmental conditions as a brand manager.
2) Can develop collaborations with the target audience and stakeholders of the brand.

Weekly Course Schedule

Week	Subject	Materials Sharing *
		Related Preparation	Further Study
1)	Brand concept, brand-corporate identity relationship
2)	The development of the brand in the world and Turkey
3)	Basic concepts of brand I
4)	Basic concepts of brand II
5)	Brand equity
6)	Brand naming strategies
7)	Brand positioning
8)	Midterm
9)	Environmental conditions in brand management
10)	Digital Brand Management I
11)	Digital Brand Management II
12)	Digital Brand Management III
13)	Digital Brand Management IV
14)	Brand management in brand management
15)	Final Exams
16)	Final Exams

*These fields provides students with course materials for their pre- and further study before and after the course delivered.

Level of Contribution of the Course to PLOs

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Programme Learning Outcomes	Contribution Level (from 1 to 5)
1)	Can explain the fundamental concepts, theories, and models of public relations and advertising.
2)	Can define ethical rules, legal regulations, and professional standards in the field of public relations and advertising.
3)	Can analyze the social, cultural, economic, and political contexts of public relations and advertising.
4)	Can develop public relations and advertising campaigns through target audience analysis.
5)	Can create innovative communication solutions using traditional and digital media tools.
6)	Can evaluate public relations and advertising strategies by conducting effectiveness analysis.
7)	Can take responsibility in public relations and advertising projects both individually and in team settings.
8)	Can utilize leadership and decision-making skills when determining public relations and advertising strategies.
9)	Can follow new trends and technological developments in public relations and advertising.
10)	Can generate knowledge in the field of public relations and advertising by using research and analytical skills.
11)	Can act in accordance with ethical and social responsibility principles in public relations and advertising.
12)	Can plan and implement crisis management, reputation management, and brand management processes.
13)	Can establish effective verbal and written communication in public relations and advertising processes.
14)	Can develop professional relationships in multicultural and global communication contexts.
15)	Can develop digital strategies in public relations and advertising using new media tools.

SECTION IV: TEACHING-LEARNING & ASSESMENT-EVALUATION METHODS OF THE COURSE

Teaching & Learning Methods of the Course

(All teaching and learning methods used at the university are managed systematically. Upon proposals of the programme units, they are assessed by the relevant academic boards and, if found appropriate, they are included among the university list. Programmes, then, choose the appropriate methods in line with their programme design from this list. Likewise, appropriate methods to be used for the course units can be chosen among those defined for the programme.)

Teaching and Learning Methods defined at the Programme Level	Teaching and Learning Methods Defined for the Course
Lectures
Views
Reading
Homework

Assessment & Evaluation Methods of the Course

(All assessment and evaluation methods used at the university are managed systematically. Upon proposals of the programme units, they are assessed by the relevant academic boards and, if found appropriate, they are included among the university list. Programmes, then, choose the appropriate methods in line with their programme design from this list. Likewise, appropriate methods to be used for the course units can be chosen among those defined for the programme.)

Aassessment and evaluation Methods defined at the Programme Level	Assessment and Evaluation Methods defined for the Course
Midterm
Final Exam
Quiz

Contribution of Assesment & Evalution Activities to Final Grade of the Course

Measurement and Evaluation Methods	# of practice per semester	Level of Contribution
Quizzes	2	% 10.00
Midterms	1	% 40.00
Semester Final Exam	1	% 50.00
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 50
PERCENTAGE OF FINAL WORK		% 50
Total		% 100

SECTION V: WORKLOAD & ECTS CREDITS ALLOCATED FOR THE COURSE

WORKLOAD OF TEACHING & LEARNING ACTIVITIES
Teaching & Learning Activities	# of Activities per semester	Duration (hour)	Total Workload
Course	14	3	42
Laboratory	0	0	0
Application	0	0	0
Special Course Internship (Work Placement)	0	0	0
Field Work	0	0	0
Study Hours Out of Class	0	0	0
Presentations / Seminar	0	0	0
Project	0	0	0
Homework Assignments	1	10	10
Total Workload of Teaching & Learning Activities	-	-	52
WORKLOAD OF ASSESMENT & EVALUATION ACTIVITIES
Assesment & Evaluation Activities	# of Activities per semester	Duration (hour)	Total Workload
Quizzes	1	5	5
Midterms	1	20	20
Semester Final Exam	1	30	30
Total Workload of Assesment & Evaluation Activities	-	-	55
TOTAL WORKLOAD (Teaching & Learning + Assesment & Evaluation Activities)			107
ECTS CREDITS OF THE COURSE (Total Workload/25.5 h)			4

Course Notes / Textbooks:	● Kevin Lane Keller, Stratejik Marka Yönetimi ● Pınar Seden Meral, Dijital Markalama, Dora Yayınevi ● Ders Notları: Marka Yönetimi ders sunumları, internet araştırma ve görselleri, akademik çalışmalar. (Dersin Öğretim Görevlisi tarafından sağlanacaktır.)
References:	• Uğur Batı, Marka Yönetim, Alfa Yayınları • Nurhan Babür Tosun, Marka Yönetimi • Işıl Karpat Aktuğlu, Marka Yönetimi • Naomi Klein, No Logo • Duygu Philips, İsmin Marka Hali