COURSE SYLLABUS

BRAND MANAGEMENT

1	Course Title:	BRAND MANAGEMENT
2	Course Code:	IIS3204
3	Type of Course:	Optional
4	Level of Course:	First Cycle
5	Year of Study:	3
6	Semester:	6
7	ECTS Credits Allocated:	4
8	Theoretical (hour/week):	3
9	Practice (hour/week) :	0
10	Laboratory (hour/week) :	0
11	Prerequisites:	No
12	Recommended optional programme components:	None
13	Language:	Turkish
14	Mode of Delivery:	Face to face
15	Course Coordinator:	Dr. Ögr. Üyesi FİLİZ EREN BÖLÜKTEPE
16	Course Lecturers:
17	Contactinformation of the Course Coordinator:	Yrd. Doç. Dr. F.Eren BÖLÜKTEPE İnegöl İşletme Fakültesi İşletme Bölümü 224 294 26 95 eboluktepe@uludag.edu.tr
18	Website:
19	Objective of the Course:	The objective of this course is to provide students with an understanding of the concept of branding and brand management
20	Contribution of the Course to Professional Development

Learning Outcomes:

1	By the end of the course, students will be able to:Comprehend the importance of brand to both customers and firms;
2	Understand the basic concepts related to the brand;
3	Understand how “strong” brands are created over time;
4	Analyse the basic stages of brand management;
5	Design sustainable brand strategies according to the aim and strategies of the enterprise;
6	Acquire skills of critical analysis in relation to brand management;
7	Explain the ethical and legal dimensions of brand management ;
8	İdentify problem areas of brand management ;

22	Course Content:

Week	Theoretical	Practical
1	Inroduction to brand management: brand concept and its historical development
2	The importance of the brand's consumers and firms, types of brand
3	Basic concepts related to the brand : brand association, brand awareness, brand image,
4	Basic concepts related to the brand: brand personality perceptions, brand equity
5	An overview of the brand management process: stages of brand management, brand leadership, duties and responsibilities of brand managers
6	Consumer based brand equity: sources of brand equity, stages of strong brand building, creating consumer value
7	Brand positioning: factors affecting the brand positioning,
8	The examples of brand positioning
9	Choosing brand elements to built brand equity: criteria for choosing brand elements
10	Brand equity and integrated marketing communication: marketing communication options, developing ıntegrated marketing communication programs
11	Developing a brand equity measurement systems: qualitative research techniques, quantitative research techniques
12	Designing and implementing brand strategies: brand architecture, brand hierarchy, designing a brand strategy
13	Ethical and legal ıssues in brand management, Case studies on ethics dimension of brand management
14	Problems encountered in the brand management process, examples of successful branding

23	Textbooks, References and/or Other Materials:
24	Assesment

TERM LEARNING ACTIVITIES	NUMBER	PERCENT
Midterm Exam	1	40
Quiz	0	0
Homeworks, Performances	0	0
Final Exam	1	60
Total	2	100
Contribution of Term (Year) Learning Activities to Success Grade		40
Contribution of Final Exam to Success Grade		60
Total		100
Measurement and Evaluation Techniques Used in the Course
Information

ECTS / WORK LOAD TABLE

CONTRIBUTION OF LEARNING OUTCOMES TO PROGRAMME QUALIFICATIONS

LO: Learning Objectives

PQ: Program Qualifications

Contribution Level:

1 Very Low

2 Low

3 Medium

4 High

5 Very High