| Course Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits | | İSL3162013202 | BRAND MANAGEMENT | Elective | 3 | 6 | 4 |
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| Level of Course Unit |
| First Cycle |
| Objectives of the Course |
| Course aim is to introduce the basic concepts and brand management, and configuration patterns for the brand; brand communication strategy for branding (brand positioning) to improve information for the development,
brand positioning strategy in the framework of an integrated application form, advertising and public relations can be expressed as the possibility to introduce special.
This opening is planned to examine the various surveys conducted in the marketing literature, depending on the particular problems encountered in practice and in line with the creation of scientific knowledge towards Turkey. |
| Name of Lecturer(s) |
| Işıl Özden ÇITIR |
| Learning Outcomes |
| 1 | The student will have theoretical and practical knowledge in the field of brand management and will be able to apply this knowledge to a variety of products, services and systems. | | 2 | Student will be able to understand, interpret and evaluate concepts and theories in brand management. | | 3 | The student will be able to pass on the concepts of brand management and marketing supported by quantitative and qualitative data and suggestions of solutions to the experts and non-experts visually, written and verbally. |
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| Mode of Delivery |
| Formal Education |
| Prerequisites and co-requisities |
| None |
| Recommended Optional Programme Components |
| None |
| Course Contents |
| Branding and Configuration Management; Buying a brand; Brand Expansion Strategy; Brand Status;
Historical Evolution of Brand Management; Brand Management and Strategic Management; Brand Marketing Knowledge Management;
Brand Equity; Brand Identity and Brand Image; Brand Association and Positioning relationship;
Planning for Unified Communications and Brand: Advertising and Public Relations, Personal Selling,
Sales Promotion and Marketing Communications Other Items. |
| Weekly Detailed Course Contents |
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| 1 | Changing Competitions and "Products" a Added
Value as a brand. | | | | 2 | Fundamentals of Brand: Associations,
Awareness, Image, People | | | | 3 | Fundamentals of Brand: Associations,
Awareness, Image, People | | | | 4 | Brand Management and Configuration | | | | 5 | Brand Identity Planning Model | | | | 6 | Brand Identity Planning Model | | | | 7 | Communication Strategy for Brand: Brand
Positioning and Brand Positioning
Influencing Factors | | | | 8 | Midterm exam | | | | 9 | Today's Consumer and Brand Features | | | | 10 | Brand Management and Integrated Communications | | | | 11 | Brand Management and Integrated Communications | | | | 12 | Corporate Communications and Brand Management | | | | 13 | Brand Management Managerial Issues | | | | 14 | Brand Management in Turkey | | | | 15 | Brand Management in Turkey | | | | 16 | Final Exam | | |
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| Recommended or Required Reading |
| Marka Yönetimi, Prof. Dr. Nurhan Babür TOSUN, Beta, 2014
Ferruh Uztuğ. Markan Kadar Konuş. Media Cat Yay. İstanbul, 2002.
Yüksel, Ü., Yüksel, A. (2005) Marka Yönetimi ve Marka Değerinin Ölçülmesi Seçkin Yayıncılık.
Güven Borça, Bu Topraklardan Dünya Markası Çıkar mı?, (Mediacat Kitapları, 2002). |
| Planned Learning Activities and Teaching Methods |
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| Assessment Methods and Criteria | |
| SUM | 0 | |
| SUM | 0 | | Yarıyıl (Yıl) İçi Etkinlikleri | 40 | | Yarıyıl (Yıl) Sonu Etkinlikleri | 60 | | SUM | 100 |
| | Language of Instruction | | Turkish | | Work Placement(s) | | None |
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| Workload Calculation |
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| Midterm Examination | 1 | 1 | 1 |
| Final Examination | 1 | 1 | 1 |
| Discussion | 1 | 14 | 14 |
| Self Study | 3 | 14 | 42 |
| Individual Study for Homework Problems | 3 | 14 | 42 |
| Individual Study for Mid term Examination | 10 | 1 | 10 |
| Individual Study for Final Examination | 10 | 1 | 10 |
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| Contribution of Learning Outcomes to Programme Outcomes |
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| * Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |
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Ordu University Rectorate Building ,Cumhuriyet Campus , Center / ORDU / TURKEY • Tel: +90 452 226 52 00
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