VOCATIONAL SCHOOL
Department of Marketing (Turkish)
MPAZ 201 | Course Introduction and Application Information
Course Name |
Brand Management
|
Code
|
Semester
|
Theory
(hour/week) |
Application/Lab
(hour/week) |
Local Credits
|
ECTS
|
MPAZ 201
|
Fall
|
1
|
2
|
2
|
5
|
Prerequisites |
None
|
|||||
Course Language |
Turkish
|
|||||
Course Type |
Required
|
|||||
Course Level |
Short Cycle
|
|||||
Mode of Delivery | face to face | |||||
Teaching Methods and Techniques of the Course | Case StudyLecture / PresentationField work/Application | |||||
Course Coordinator | - | |||||
Course Lecturer(s) | ||||||
Assistant(s) | - |
Course Objectives | This lesson aims to teach the students the basic concepts and components about branding process, the strategies of creating a brand, brand positioning, brand communication strategies and management, global brand management. |
Learning Outcomes |
The students who succeeded in this course;
|
Course Description | Branding and related terminology, the strategies of branding, the visual and auditory elements of the brand, the global brand management and marketing topics will be taught. |
|
Core Courses | |
Major Area Courses |
X
|
|
Supportive Courses | ||
Media and Management Skills Courses | ||
Transferable Skill Courses |
WEEKLY SUBJECTS AND RELATED PREPARATION STUDIES
Week | Subjects | Related Preparation |
1 | Introduction to the course | |
2 | Introduction to marketing | İslamoğlu, A. H. & Fırat, D. (2016). Stratejik Marka Yönetimi, Beta Yayınları, ISBN 6053337898, Chapter 1, pp. 5-12. |
3 | Integrated marketing communication | İslamoğlu, A. H. & Fırat, D. (2016). Stratejik Marka Yönetimi, Beta Yayınları, ISBN 6053337898, Chapter 2, pp. 13-22. |
4 | Branding and related concepts | İslamoğlu, A. H. & Fırat, D. (2016). Stratejik Marka Yönetimi, Beta Yayınları, ISBN 6053337898, Chapter 2, pp. 24-32. |
5 | Strategies for building a brand | İslamoğlu, A. H. & Fırat, D. (2016). Stratejik Marka Yönetimi, Beta Yayınları, ISBN 6053337898, Chapter 3, pp. 35-41. |
6 | Strategies for building a brand | İslamoğlu, A. H. & Fırat, D. (2016). Stratejik Marka Yönetimi, Beta Yayınları, ISBN 6053337898, Chapter 4, pp. 44-53. |
7 | Brand positioning | İslamoğlu, A. H. & Fırat, D. (2016). Stratejik Marka Yönetimi, Beta Yayınları, ISBN 6053337898, Chapter 5, pp. 57-61. |
8 | Midterm exam | |
9 | Visual and auditory elements of brand | İslamoğlu, A. H. & Fırat, D. (2016). Stratejik Marka Yönetimi, Beta Yayınları, ISBN 6053337898, Chapter 6, pp. 63-79. |
10 | Visual and auditory elements of brand | İslamoğlu, A. H. & Fırat, D. (2016). Stratejik Marka Yönetimi, Beta Yayınları, ISBN 6053337898, Chapter 6, pp. 80-83. |
11 | Brand communication | İslamoğlu, A. H. & Fırat, D. (2016). Stratejik Marka Yönetimi, Beta Yayınları, ISBN 6053337898, Chapter 7, pp. 85-91. |
12 | Global brand management | İslamoğlu, A. H. & Fırat, D. (2016). Stratejik Marka Yönetimi, Beta Yayınları, ISBN 6053337898, Chapter 7, pp. 99-110. |
13 | Presentation week | Students will be given projects to work on a comprehensive research. The results will be presented in class and submitted as a report. |
14 | Presentation week | Students will be given projects to work on a comprehensive research. The results will be presented in class and submitted as a report. |
15 | Review of the semester | |
16 | Final exam |
Course Notes/Textbooks | Stratejik Marka Yönetimi, Fırat D., İslamoğlu H., (2016), Beta Publishing, ISBN 6053337898 |
Suggested Readings/Materials | Güçlü Markalar Yaratmak, David Aaker, (2016), Mediacat Kitapları, ISBN 6055755164. Markalama: Başarıya Ulaştıran 20 Temel İlke, David Aaker, (2016), Mediacat Books, ISBN 6054584574. |
EVALUATION SYSTEM
Semester Activities | Number | Weigthing |
Participation |
1
|
10
|
Laboratory / Application | ||
Field Work | ||
Quizzes / Studio Critiques | ||
Portfolio | ||
Homework / Assignments | ||
Presentation / Jury | ||
Project |
1
|
40
|
Seminar / Workshop | ||
Oral Exams | ||
Midterm |
1
|
20
|
Final Exam |
1
|
30
|
Total |
Weighting of Semester Activities on the Final Grade |
3
|
70
|
Weighting of End-of-Semester Activities on the Final Grade |
1
|
30
|
Total |
ECTS / WORKLOAD TABLE
Semester Activities | Number | Duration (Hours) | Workload |
---|---|---|---|
Theoretical Course Hours (Including exam week: 16 x total hours) |
16
|
3
|
48
|
Laboratory / Application Hours (Including exam week: '.16.' x total hours) |
16
|
2
|
32
|
Study Hours Out of Class |
14
|
1
|
14
|
Field Work |
0
|
||
Quizzes / Studio Critiques |
0
|
||
Portfolio |
0
|
||
Homework / Assignments |
0
|
||
Presentation / Jury |
0
|
||
Project |
1
|
24
|
24
|
Seminar / Workshop |
0
|
||
Oral Exam |
0
|
||
Midterms |
1
|
12
|
12
|
Final Exam |
1
|
18
|
18
|
Total |
148
|
COURSE LEARNING OUTCOMES AND PROGRAM QUALIFICATIONS RELATIONSHIP
#
|
Program Competencies/Outcomes |
* Contribution Level
|
||||
1
|
2
|
3
|
4
|
5
|
||
1 | To be able to know the marketing process and its environment by having the theoretical knowledge in marketing. |
X | ||||
2 | To be able to carry out marketing activities within the framework of the relevant legislation provisions by recognizing the documents related to marketing. |
|||||
3 | To be able to use the modern techniques, tools and information technologies required for marketing-related applications. |
|||||
4 | To be aware of the sales organizations, sales management and sales techniques and manage the sales process and solve the possible problems that may arise. |
|||||
5 | To be able to analyse the customer behaviour and use this information at the local and global scenarios. |
X | ||||
6 | To be able to determine and effectively use the marketing related applications for modern techniques, tools and information technologies. |
X | ||||
7 | To be able to communicate effectively in oral and written form. |
|||||
8 | To be able to work effectively with multi-disciplinary teams, and apply them in the work environment. |
|||||
9 | To have a wide acquaintance with the math skills and statistical knowledge required for the vocational area. |
X | ||||
10 | To be able to follow the information in the field and communicate with colleagues by using English at the general level of European Language Portfolio A2. |
|||||
11 | To be able to act as an example to the society by the needs of social life and with its attitudes and attitudes. |
|||||
12 | To have the ability of occupational information synthesizing, analysing, interpreting, questioning, criticism, and to understand the professional legal regulations to adopt a lifelong learning approach accordingly. |
X | ||||
13 | To be able to direct his/her education to a further level of education. |
X |
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest