Nevşehir Hacı Bektaş Veli University Course Catalogue

Information Of Programmes

GULSEHIR VOCATIONAL SCHOOL OF SOCIAL SCIENCES / GCM203 - ÇAĞRI MERKEZI HIZMETLERI

Code: GCM203 Course Title: BRAND MANAGEMENT Theoretical+Practice: 2+0 ECTS: 2
Year/Semester of Study 2 / Fall Semester
Level of Course Short Cycle Degree Programme
Type of Course Optional
Department ÇAĞRI MERKEZI HIZMETLERI
Pre-requisities and Co-requisites None
Mode of Delivery Face to Face
Teaching Period 14 Weeks
Name of Lecturer ZÜLEYHA GÖKÇE (zuleyha.gokce@nevsehir.edu.tr)
Name of Lecturer(s) ZÜLEYHA GÖKÇE,
Language of Instruction Turkish
Work Placement(s) None
Objectives of the Course
It aims to understand what kadar brand ve is an important concept in public relations and marketing and why it is so important today. At the same time, students are expected to know the components of the brand and to understand and interpret how a brand is managed in this direction.

Learning Outcomes PO MME
The students who succeeded in this course:
LO-1 Will be able to discuss the basic concepts of brand management. PO-1 Call Center Services have information about the basic level in the field.
 		Examination
LO-2 He can manage the brand. PO-4 Students perform assigned duties and responsibilities.
 		Examination
LO-3 It judges the factors that could increase the success of brand management processes. PO-6 Critically evaluates the acquired knowledge and skills.
 		Examination
LO-4 Analyzes the difficulties in brand management process. PO-2 Decision, implementation, and their behavior has the ability to use information acquired in the field of Call Center Services.
 		Examination
LO-5 Plans brand management in the globalizing market. PO-7 Shows the need for continuity of learning and understanding.
 		Examination
PO: Programme Outcomes
MME:Method of measurement & Evaluation

Course Contents
Drawing attention to the importance gained by the brand / brand in the changing competition and market environment, it focuses on the stages and development areas of the brand management phenomenon in practice and academic context in parallel with the contemporary marketing orientations. The main topics covered in the course include brand structuring and management, brand status, brand equity, brand identity and brand image, brand connotations and positioning relationship and strategic brand management.
Weekly Course Content
Week Subject Learning Activities and Teaching Methods
1 What is Brand, Product and Brand Separation, New Product Development Lecturing, discussion
2 Branding Decisions, Brand Functions, What Can Be Branded, Brand Building Process Lecturing, discussion
3 Brand Ownership Options, Manufacturer and Vehicle Brands and Generic Brands Lecturing, discussion
4 Visual Components of the Brand (Name, Logo, Emblem, Slogan, Color, Packaging), Trademark Registration Lecturing, discussion
5 Brand Components, Brand Identity and Personality Lecturing, discussion
6 Brand Image, Brand Value Lecturing, discussion
7 Brand Equity (Brand Loyalty, Brand Awareness, Brand Associations, Perceived Quality) Lecturing, discussion
8 mid-term exam
9 Brand Equity (Brand Loyalty, Brand Awareness, Brand Associations, Perceived Quality) Lecturing, discussion
10 Brand Equity (Brand Loyalty, Brand Awareness, Brand Associations, Perceived Quality) Lecturing, discussion
11 Brand Positioning and Perception Maps Lecturing, discussion
12 Brand Expansion Strategies Lecturing, discussion
13 Brand Communication Lecturing, discussion
14 Strategic Brand Management Stages Lecturing, discussion
15 Global Brand Management Lecturing, discussion
16 final exam
Recommend Course Book / Supplementary Book/Reading
1 Mandel, I.M., Rosenberg, L.; “Marketing”, Prentice Hall Inc., Engle-wood Cliffs, New Jersey, 1981.
Required Course instruments and materials

Assessment Methods
Type of Assessment Week Hours Weight(%)
mid-term exam 8 1 40
Other assessment methods
1.Oral Examination
2.Quiz
3.Laboratory exam
4.Presentation
5.Report
6.Workshop
7.Performance Project
8.Term Paper
9.Project
final exam 16 1 60

Student Work Load
Type of Work Weekly Hours Number of Weeks Work Load
Weekly Course Hours (Theoretical+Practice) 2 14 28
Outside Class
       a) Reading 1 10 10
       b) Search in internet/Library 1 5 5
       c) Performance Project 0
       d) Prepare a workshop/Presentation/Report 0
       e) Term paper/Project 0
Oral Examination 0
Quiz 0
Laboratory exam 0
Own study for mid-term exam 1 5 5
mid-term exam 1 1 1
Own study for final exam 2 5 10
final exam 1 1 1
0
0
Total work load; 60