Information Package / Course Catalogue
Trademark Management
Course Code: PZL108
Course Type: Area Elective
Couse Group: Short Cycle (Associate's Degree)
Education Language: Turkish
Work Placement: N/A
Theory: 2
Prt.: 0
Credit: 2
Lab: 0
ECTS: 2
Objectives of the Course

Providing student's contribution to recognition and announcement according to company's aims and strategies - providing student's making adaptation of brand positioning with selling strategies and applications - providing student's following brand strategies and behaving in this context - following competitor's brand strategies and reshaping brand by considering this.

Course Content

Providing brand's recognition - Adaptation of brand positioning with selling strategies and applications - Following brand strategies and behaving compatible to this - Reshaping brand by following competitors' brand strategies

Name of Lecturer(s)
Learning Outcomes
1.To be able to provide people to get know the brand by marketing communication
2.To be able to strengthen the brand image and to know the competitors
3.To be able to learn the process of brand management
4.To be able to analyze meaning of brand name, logo and colors.
5.To be able to understand the importance of branding in competetive environment of market.
Recommended or Required Reading
1.ÇAVUŞOĞLU, B., Marka Yönetimi ve Pazarlama Stratejileri, Nobel Akademi Yayınları
2.KOTLER, P., PFOERTSCH, W., B2B Marka Yönetimi, MediaCat Kitapları
3.Marka Yönetimi Kitabı, Anadolu Üniversitesi Yayınları
Weekly Detailed Course Contents
Week 1 - Theoretical
Providing brand recognition
Week 2 - Theoretical
Providing brand recognition
Week 3 - Theoretical
Providing brand recognition
Week 4 - Theoretical
Providing brand recognition
Week 5 - Theoretical
Harmonization of sales strategies and brand positioning
Week 6 - Theoretical
Harmonization of sales strategies and brand positioning
Week 7 - Theoretical
Harmonization of sales strategies and brand positioning
Week 8 - Intermediate Exam
Midterm
Week 9 - Theoretical
Brand strategies to follow
Week 10 - Theoretical
Brand strategies to follow
Week 11 - Theoretical
Brand strategies to follow
Week 12 - Theoretical
Follow to competitors brand strategies for brand re-creating
Week 13 - Theoretical
Follow to competitors brand strategies for brand re-creating
Week 14 - Theoretical
Follow to competitors brand strategies for brand re-creating
Week 15 - Theoretical
An overview of the course
Week 16 - Final Exam
Final Exam
Week 17 - Final Exam
Final Exam
Assessment Methods and Criteria
Type of AssessmentCountPercent
Midterm Examination1%40
Final Examination1%60
Workload Calculation
ActivitiesCountPreparationTimeTotal Work Load (hours)
Lecture - Theory140228
Reading5105
Midterm Examination1516
Final Examination110111
TOTAL WORKLOAD (hours)50
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
PÇ-15
OÇ-1
2
2
3
3
3
3
3
3
3
3
3
3
3
3
3
OÇ-2
5
3
5
5
3
5
4
5
4
4
5
4
4
4
3
OÇ-3
4
4
3
3
2
5
5
3
4
5
3
3
4
4
3
OÇ-4
5
4
4
3
4
4
4
5
4
4
3
3
4
3
3
OÇ-5
4
4
4
5
3
3
4
4
3
4
3
4
4
3
3
Adnan Menderes University - Information Package / Course Catalogue