Course Information


Course Information
Course Title Code Semester L+U Hour Credits ECTS
BRAND MANAGEMENT UHİL1306 6. Semester 2 + 0 2.0 6.0

Prerequisites None

Language of Instruction
Course Level Bachelor's Degree
Course Type Compulsory
Mode of delivery
Course Coordinator
Instructors
Assistants
Goals Which is an important concept in public relations and marketing "brand" of what it means and why it is so important today that aims to understand. You also know the ingredients of the brand and the students understand how the management of a brand in this direction and is intended to interpret.
Course Content Brand, Brand and Identity Relations, Name, Symbol and Slogan, Corporate, Product and Brand
Learning Outcomes 1) Understands the place of brand" in public relations and creates brand strategy.
2) By understanding the relationship between brand and identity, students work on creating “identity” in brand management
3) Distinguishes the components of the brand and use them in brand management.
4) Distinguishes different types of brands and creates strategies according to different types.
5) Creates and positions brand identity.

Weekly Topics (Content)
Week Topics Teaching and Learning Methods and Techniques Study Materials
1. Week İntroduction

2. Week What is the Brand?

3. Week Relationship with brand and "identity"

4. Week Components of Brand

5. Week Name, symbol and slogan

6. Week Brand types

7. Week Brand identity and positioning

8. Week Brand identity and positioning

9. Week Corporate, Product and Brand

10. Week People Brand Concept

11. Week Country, City and Brand

12. Week Evaluation

13. Week Evaluation

14. Week Evaluation


Sources Used in This Course
Recommended Sources
Aaker, D., (2010), Güçlü Markalar Yaratmak, İstanbul: Mediacat.
Aktuğlu, I., (2004), Marka Yönetimi, Güçlü ve Başarılı Markalar için Temel İlkeler, İstanbul: İletişim Yayınları
Beckwith, H., (2012), Görünmeyeni Satmak, İstanbul: Optimist Yayınları.
Chernatony, L, Francesca, R., (1998), “Defining a Brand: Beyond The Literature with Experts Interpretations”, Journal of Marketing Management, 14, 417-443.

ECTS credits and course workload
Event Quantity Duration (Hour) Total Workload (Hour)
Course Duration (Total weeks*Hours per week) 14 2
Work Hour outside Classroom (Preparation, strengthening) 14 2
Project (Including Preparation and presentation Time) 1 10
Midterm Exam 1 1
Time to prepare for Midterm Exam 1 10
Time to prepare for Final Exam 1 20
Total Workload
Total Workload / 30 (s)
ECTS Credit of the Course
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Course Information
  • Course Information
  • Weekly Topics (Content)
  • Sources Used in This Course
  • ECTS credits and course workload