1	Course Title:	BRAND MANAGEMENT
2	Course Code:	ISL5326
3	Type of Course:	Optional
4	Level of Course:	Second Cycle
5	Year of Study:	1
6	Semester:	2
7	ECTS Credits Allocated:	6
8	Theoretical (hour/week):	3
9	Practice (hour/week) :	0
10	Laboratory (hour/week) :	0
11	Prerequisites:	None
12	Recommended optional programme components:	None
13	Language:	Turkish
14	Mode of Delivery:	Face to face
15	Course Coordinator:	Prof. Dr. Çağatan Taşkın
16	Course Lecturers:	Yok
17	Contactinformation of the Course Coordinator:	Prof. Dr. Çağatan TAŞKIN ctaskin@uludag.edu.tr 0 224 2941047
18	Website:
19	Objective of the Course:	This lecture provides students vision of creating profitable branding strategies. Three questions will be examined in the lecture.1) How do you create Brand Equity? 2) How do you measure Brand Equity? 3) How do you invest on Brand Equity to enlarge your business? The main aim of the lecture are planning and evaluating branding strategies and teaching the concepts and techniques of branding in order to explain and creating sustainable branding strategies. The lecture consists of teaching of the lecturer, case studies and projects.
20	Contribution of the Course to Professional Development	To give private sector managers the ability to create effective brand strategies.

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Learning Outcomes:

1 Understanding the importance of branding for companies; 2 Gaining insights for efficient branding strategies; 3 Understanding the importance of brand image and brand personality; 4 Understanding the importance of brand identity; 5 Understanding the importance of brand equity; 6 Creating strategic branding planes; 7 Applying branding perspective to destination marketing;

22	Course Content:

Week	Theoretical	Practical
1	The relationship between marketing and branding in the 21st century
2	Basic definitions and concepts in branding
3	Branding communication and STP strategies
4	Branding communication and guerilla marketing
5	Brand naming strategies
6	Brand extension and placement strategies
7	Measuring the success of brand extension strategies
8	Evaluations about up to date brands
9	Brand identity and brand image
10	Brand personality and positioning
11	Customer based brand equity and its dimensions
12	Measuring the customer based brand equity
13	Destination branding
14	Project presentations

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

TERM LEARNING ACTIVITIES	NUMBER	PERCENT
Midterm Exam	0	0
Quiz	0	0
Homeworks, Performances	0	0
Final Exam	1	100
Total	1	100
Contribution of Term (Year) Learning Activities to Success Grade		0
Contribution of Final Exam to Success Grade		100
Total		100
Measurement and Evaluation Techniques Used in the Course	A final exam is held at the end of the semester to evaluate the course.
Information	The purpose of the final exam is to measure how well the students comprehended the lesson.

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ECTS / WORK LOAD TABLE

Activites	NUMBER	TIME [Hour]	Total WorkLoad [Hour]
Theoretical	14	3	42
Practicals/Labs	0	0	0
Self Study and Preparation	14	2	28
Homeworks, Performances	0	10	20
Projects	1	40	40
Field Studies	0	0	0
Midtermexams	0	0	0
Others	0	0	0
Final Exams	1	50	50
Total WorkLoad			180
Total workload/ 30 hr			6
ECTS Credit of the Course			6

26	CONTRIBUTION OF LEARNING OUTCOMES TO PROGRAMME QUALIFICATIONS
PQ1 PQ2 PQ3 PQ4 PQ5 PQ6 PQ7 PQ8 PQ9 PQ10 PQ11 PQ12 LO1 4 4 4 5 1 1 1 5 1 1 3 5 LO2 4 4 4 4 1 1 1 5 1 1 3 4 LO3 5 4 4 4 1 1 1 5 1 1 3 4 LO4 3 4 4 4 1 1 1 5 1 1 3 4 LO5 4 4 4 4 1 1 1 5 1 1 1 5 LO6 4 4 4 4 1 1 1 5 4 1 1 4 LO7 4 4 4 4 1 1 1 5 1 1 1 4

LO: Learning Objectives

PQ: Program Qualifications

Contribution Level:

1 Very Low

2 Low

3 Medium

4 High

5 Very High