Information Package / Course Catalogue
| Course Code | : HİR314 |
| Course Type | : Required |
| Couse Group | : First Cycle (Bachelor's Degree) |
| Education Language | : Turkish |
| Work Placement | : N/A |
| Theory | : 3 |
| Prt. | : 0 |
| Credit | : 3 |
| Lab | : 0 |
| ECTS | : 6 |
This course aims to provide students with the fundamental principles of the brand concept, strategic brand management processes, and methods of creating brand value.
This derste brand and brand management will be examined in detail. In this course, brand management process and the factors affecting this process will be discussed and analysis and discussions will be done through case studies. Derste will also be asked to prepare brand management plans from students.
| Prof. Aslı İCİL TUNCER |
| 1. | Can analyze the dimensions of brand management. |
| 2. | Comprehends the relationships between emerging events and phenomena within the context of Brand Management, and can explain them with an analytical and critical approach.nces. |
| 3. | Can develop appropriate methods and techniques by considering brands' policies, strategic needs, and differences. |
| 4. | Evaluates the brand's needs through the filter of critical thinking and identifies areas that need to be developed. |
| 5. | Knows the ways to access information related to brand management, and applies it by following current methods and technologies |
| 1. | Nurhan Babür Tosun(2010), İletişim Temelli Marka Yönetimi, İst: Beta |
| 2. | Rıfat Eczacıbaşı (2013), Markaya Giriş, İst: Brandage |
| 3. | Yavuz Odabaşı ve Mine Oyman (2016), Pazarlama İletişimi Yönetimi, İst: MediaCat Yayınları |
| 4. | Jean-Noël Kapferer (2012), The New Strategic Brand Management: Advanced Insights and Strategic Thinking, 5th Edition, London: Kogan Page |
| 5. | David A. Aaker (2014), Aaker on Branding: 20 Principles That Drive Success, New York: Morgan James Publishing |
| Type of Assessment | Count | Percent |
|---|---|---|
| Midterm Examination | 1 | %40 |
| Final Examination | 1 | %70 |
| Activities | Count | Preparation | Time | Total Work Load (hours) |
|---|---|---|---|---|
| Lecture - Theory | 14 | 3 | 3 | 84 |
| Midterm Examination | 1 | 30 | 1 | 31 |
| Final Examination | 1 | 34 | 1 | 35 |
| TOTAL WORKLOAD (hours) | 150 | |||
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 | PÇ-16 | PÇ-17 | PÇ-18 | PÇ-19 | PÇ-20 | PÇ-21 | PÇ-22 | PÇ-23 | PÇ-24 | PÇ-25 | |
OÇ-1 | 4 | 5 | 4 | 3 | 5 | 4 | 4 | 3 | 4 | 4 | 3 | 2 | 1 | 2 | 3 | 4 | 2 | 2 | 5 | 4 | 3 | 3 | |||
OÇ-2 | 4 | 5 | 5 | 5 | 5 | 5 | 5 | 5 | 5 | 5 | 5 | 5 | 5 | 2 | 5 | 3 | 2 | 2 | 5 | 5 | 1 | 1 | |||
OÇ-3 | 1 | 5 | 5 | 2 | 1 | 4 | 5 | 5 | 1 | 1 | 4 | 1 | 5 | 2 | 5 | 4 | 3 | 4 | 5 | 1 | 2 | 5 | |||
OÇ-4 | 3 | 4 | 4 | 3 | 3 | 5 | 4 | 4 | 2 | 5 | 5 | 4 | 4 | 2 | 3 | 3 | 3 | 2 | 5 | 4 | 1 | 2 | |||
OÇ-5 | 4 | 4 | 4 | 3 | 2 | 4 | 4 | 4 | 2 | 4 | 5 | 4 | 5 | 4 | 3 | 4 | 2 | 2 | 4 | 3 | 3 | 1 | |||