SECTION I: GENERAL INFORMATION ABOUT THE COURSE

Course Code	Course Name	Year	Semester	Theoretical	Practical	Credit	ECTS
60414YETOZ-ISL2426	Branding	3	Spring	2	0	2	3

Course Type :	University Elective
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:	Dr. Öğr. Üyesi ANIL SAYAN
Dersin Öğretim Eleman(lar)ı:
Dersin Kategorisi:	Competency Development (University Elective)

SECTION II: INTRODUCTION TO THE COURSE

Course Objectives & Content

Course Objectives:	The aim of this course is to enable students to comprehend the basic elements of brand management and the positioning process.
Course Content:	Brand concept, branding, brand equity, strategic brand management and brand positioning.

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) At the end of this course, the student; Will be able to explain the concepts of brand and brand management.

2) Will be able to define the job and task of the marketing unit and have information about the content of the marketing plan.

3) Will be able to count the steps of market analysis.

4) Will be able to define the concept of partitioning.

5) Will be able to explain concepts related to brand identity and personality.

Skills (Describe as Cognitive and/or Practical Skills.)

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.)

Weekly Course Schedule

Week	Subject	Materials Sharing *
		Related Preparation	Further Study
1)	Brand and Brand Management Concepts
2)	Job Descriptions and Marketing Plan of the Marketing Unit
3)	Job Descriptions and Marketing Plan of the Marketing Unit
4)	Market Analysis
5)	Market Analysis
6)	Segmentation
7)	Positioning
8)	Brand Identity and Personality
9)	Brand Identity and Personality
10)	Brand Building
11)	case study
12)	Different Areas Where Brand Management Can Be Applied
13)	case study
14)	various brand reviews

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

Recommended or Required Reading & Other Learning Resources/Tools

Course Notes / Textbooks:	Stratejik Marka Yönetimi, Hasan Kemal Azman
References:

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
Discussion
Case Study
Individual and Group Work

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
Presentation
Final Exam
Quiz
Participation in Discussions

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

Measurement and Evaluation Methods	# of practice per semester	Level of Contribution
Quizzes	3	% 30.00
Midterms	1	% 20.00
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	0	0	0
Total Workload of Teaching & Learning Activities	-	-	42
WORKLOAD OF ASSESMENT & EVALUATION ACTIVITIES
Assesment & Evaluation Activities	# of Activities per semester	Duration (hour)	Total Workload
Quizzes	3	5	15
Midterms	1	12	12
Semester Final Exam	1	20	20
Total Workload of Assesment & Evaluation Activities	-	-	47
TOTAL WORKLOAD (Teaching & Learning + Assesment & Evaluation Activities)			89
ECTS CREDITS OF THE COURSE (Total Workload/25.5 h)			3