1	Course Title:	BRANDING AND BRANDING MANAGEMENT IN FOOD AND AGRICULTURAL POLICY
2	Course Code:	TRE5409
3	Type of Course:	Optional
4	Level of Course:	Second Cycle
5	Year of Study:	1
6	Semester:	1
7	ECTS Credits Allocated:	7,5
8	Theoretical (hour/week):	3
9	Practice (hour/week) :	0
10	Laboratory (hour/week) :	0
11	Prerequisites:
12	Recommended optional programme components:	None
13	Language:	Turkish
14	Mode of Delivery:	Face to face
15	Course Coordinator:	Doç.Dr. SERTAÇ DOKUZLU
16	Course Lecturers:
17	Contactinformation of the Course Coordinator:	sdokuzlu@uludag.edu.tr (224) 2941592
18	Website:
19	Objective of the Course:	To teach basic principles of branding and brand management in agriculture and food sector.
20	Contribution of the Course to Professional Development

21

Learning Outcomes:

1 Students learn the brand concept and branding process; 2 Students learn to develop brand, slogans and logos; 3 Students increase their management abilities; 4 Provides more effective management through branding in agriculture and agriculture based industrial enterprises; 5 Gains the ability to produce branding projects;

22	Course Content:

Week	Theoretical	Practical
1	Marketing concept, contemporary marketing concept, basic principles of marketing
2	Marketing Mix, 4P, 7P ve 7C
3	Historical development of branding and brand – product comparison
4	The purpose, function, structure, features and benefits of the brand
5	Factors affecting branding, basic rules of successful branding
6	Brand types and brand valuation
7	Brand personality, image, loyalty
8	Brand positioning and positioning studies
9	Branding process, choice of brand elements; Brand name, logo, symbols, slogan, story
10	Brand strategies; Multi and single brands, family brand, brand extension
11	Importance, objectives and management process of brand management
12	Brand situation analysis, planning and performance evaluation
13	Brand management models
14	Corporate identity creation and brand associations

23	Textbooks, References and/or Other Materials:	Text Books: - Other Materials: Altay Ayhan, 2016, Yaşamdan Örneklerle Yedi Adımda Markalaşma, Brand Management, Aura Kitapları, İstanbul. Byron Sharp, 2010, Markalar Nasıl Büyür, Sinpaş GYO Kitapları, İstanbul. David Aaker, 2014, Markalama, Başarıya Ulaştıran 20 Temel İlke, MediaCat Yayınları, İstanbul. Ayla Okay,2012, Kurum Kimliği, Derin Yayınları, İstanbul. Bill Chiaravalle ve Barbara Findlay Schenck, 2007, Markalaşma, Doğan Kitap Yayınları, İstanbul.
24	Assesment

TERM LEARNING ACTIVITIES	NUMBER	PERCENT
Midterm Exam	0	0
Quiz	0	0
Homeworks, Performances	2	40
Final Exam	1	60
Total	3	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

25

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	3	42
Homeworks, Performances	2	35	35
Projects	1	20	20
Field Studies	1	5	5
Midtermexams	0	0	0
Others	1	10	10
Final Exams	1	20	20
Total WorkLoad			174
Total workload/ 30 hr			5,8
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 1 5 5 5 4 4 2 3 5 2 2 LO2 4 1 4 3 3 4 5 1 4 3 2 5 LO3 3 1 1 4 5 2 4 1 5 5 2 3 LO4 3 1 1 5 5 5 4 2 3 3 2 2 LO5 3 1 3 4 4 4 5 2 3 3 4 2

LO: Learning Objectives

PQ: Program Qualifications

Contribution Level:

1 Very Low

2 Low

3 Medium

4 High

5 Very High