Information Of Programmes

FACULTY OF ECONOMICS & ADMINISTRATIVE SCIENCES / İŞL436 - BUSINESS ADMINISTRATION

Code: İŞL436

Course Title: BRAND MANAGEMENT

Theoretical+Practice: 3+0

ECTS: 4

Year/Semester of Study

4 / Spring Semester

Level of Course

1st Cycle Degree Programme

Type of Course

Optional

Department

BUSINESS ADMINISTRATION

Pre-requisities and Co-requisites

None

Mode of Delivery

Face to Face

Teaching Period

14 Weeks

Name of Lecturer

MUSTAFA ÜNSALAN (mustafaunsalan@nevsehir.edu.tr)

Name of Lecturer(s)

Language of Instruction

Turkish

Work Placement(s)

None

Objectives of the Course

The aim of this course is to provide the students with the basic knowledge and skills to create and implement brand strategies and basic concepts related to brand and brand management

Learning Outcomes		PO	MME
The students who succeeded in this course:
LO-1	can explain the basic concepts of brand management.	PO-11 Understand and comprehend market research, information systems, consumer behaviors, strategic marketing, global markets, product and service strategies, product life curve, pricing and supply chain in the points of providing continuity of businesses in the process of globalization. PO-17 Use modern methods and technologies of business administration including analytical thinking and information technology in the first instance.	Examination
LO-2	can describe branding processes and strategies.	PO-11 Understand and comprehend market research, information systems, consumer behaviors, strategic marketing, global markets, product and service strategies, product life curve, pricing and supply chain in the points of providing continuity of businesses in the process of globalization. PO-17 Use modern methods and technologies of business administration including analytical thinking and information technology in the first instance.	Examination
LO-3	can establish branding and new media relations.	PO-11 Understand and comprehend market research, information systems, consumer behaviors, strategic marketing, global markets, product and service strategies, product life curve, pricing and supply chain in the points of providing continuity of businesses in the process of globalization. PO-17 Use modern methods and technologies of business administration including analytical thinking and information technology in the first instance.	Examination
PO: Programme Outcomes MME:Method of measurement & Evaluation

Course Contents
Brand and brand management with conceptual dimensions, brand positioning, brand identity, brand equity, branding process, brand llama types, brand strategies and brand communication.
Weekly Course Content
Week	Subject	Learning Activities and Teaching Methods
1	Brand concept and importance, branding areas brand types.	Method of explanation and question and answer
2	Brand management and process	Method of explanation and question and answer
3	Brand positioning	Method of explanation and question and answer
4	Brand identity	Method of explanation and question and answer
5	Branding process	Method of explanation and question and answer
6	Symbolic and Functional Brandşng	Method of explanation and question and answer
7	Brand equity	Method of explanation and question and answer
8	mid-term exam
9	Marking Strategies	Method of explanation and question and answer
10	Brand Communication	Method of explanation and question and answer
11	Areas of Brand Communication	Method of explanation and question and answer
12	Areas of Brand Communication	Method of explanation and question and answer
13	Areas of Brand Communication	Method of explanation and question and answer
14	Branding and new media	Method of explanation and question and answer
15	Branding and new media	Method of explanation and question and answer
16	final exam
Recommend Course Book / Supplementary Book/Reading
1	TOSUN, Nurhan Babür (2015), Marka Yönetimi, İstanbul: Beta yayınları.
Required Course instruments and materials
Presentation (projection), course book, blackboard.

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)	3	14	42
Outside Class
a) Reading	4	8	32
b) Search in internet/Library	3	6	18
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	3	4	12
mid-term exam	1	1	1
Own study for final exam	4	4	16
final exam	1	1	1
			0
			0
Total work load;			122