Information Package / Course Catalogue - Adnan Menderes University

General Information Unit Staff Academic Information Programme Outcomes Course Structure Diagram Contact Information

Person Responsible for Information Package

Lec. Onur TERZİ

Brand Management

Course Code	: PAR215
Course Type	: Required
Couse Group	: Short Cycle (Associate's Degree)
Education Language	: Turkish
Work Placement	: N/A

Theory	: 3
Prt.	: 0
Credit	: 3
Lab	: 0
ECTS	: 3

Objectives of the Course

The aim of this course is to provide students with knowledge about brand and brand management and to emphasize the importance of branding process and planning for businesses.

Course Content

Brand and brand management, brand types, brand positioning strategies and branding process

Name of Lecturer(s)

Lec. Onur TERZİ

Learning Outcomes

1.	Understanding the brand concept and approaches to brand management
2.	Understanding the importance of the concept of branding
3.	Learning the basic principles of brand management
4.	Learning brand positioning types and strategies
5.	Understanding the stages of the branding process
6.	Learning the brand strategies of new and existing brands

Recommended or Required Reading

1.	Marka Yönetimi – Nurhan Babür TOSUN
2.	Marka Yönetimi: Güçlü ve Başarılı Markalar İçin Temel İlkeler – Işıl Karpat AKTUĞLU
3.	Marka Yönetimi ve Pazarlama Stratejileri – Bora ÇAVUŞOĞLU

Weekly Detailed Course Contents

Week 1 - Theoretical

Introduction of resources and course content

Week 2 - Theoretical

Brand and Historical Process of the Brand Concept

Week 3 - Theoretical

Brand and Brand Management

Week 4 - Theoretical

Importance of Branding

Week 5 - Theoretical

Brand Types and Brand Management

Week 6 - Theoretical

Brand Positioning Concept

Week 7 - Theoretical

Brand Positioning Types and Strategies

Week 8 - Theoretical

Brand identity

Week 9 - Theoretical

Brand Symbols

Week 10 - Theoretical

Brand Personality

Week 11 - Theoretical

Branding Process

Week 12 - Theoretical

Branding Process

Week 13 - Theoretical

Branding Strategies

Week 14 - Theoretical

Branding Strategies

Assessment Methods and Criteria

Type of Assessment	Count	Percent
Midterm Examination	1	%40
Final Examination	1	%60

Workload Calculation

Activities	Count	Preparation	Time	Total Work Load (hours)
Lecture - Theory	14	0	2	28
Assignment	9	0	2	18
Individual Work	7	0	2	14
Midterm Examination	1	6	1	7
Final Examination	1	7	1	8
TOTAL WORKLOAD (hours)				75

Contribution of Learning Outcomes to Programme Outcomes

	PÇ-1	PÇ-2	PÇ-3	PÇ-4	PÇ-5	PÇ-6	PÇ-7	PÇ-8	PÇ-9	PÇ-10	PÇ-11	PÇ-12	PÇ-13	PÇ-14
OÇ-1	3	4	3	3	3	4	3	4	3	4	5	3	4	5
OÇ-2	4	4	3	4	3	4	4	3	4	4	3	3	4	5
OÇ-3	4	4	3	4	3	4	4	4	3	4	4	4	4	5
OÇ-4	4	4	3	3	4	4	3	4	4	4	4	4	4	5
OÇ-5	3	3	4	4	4	4	3	4	4	3	3	3	4	4
OÇ-6	4	4	4	3	4	3	4	4	4	3	4	3	4	5

Person Responsible for Information Package

Lec. Onur TERZİ