1	Course Title:	BRAND MANAGEMENT
2	Course Code:	ISL4305
3	Type of Course:	Optional
4	Level of Course:	First Cycle
5	Year of Study:	4
6	Semester:	7
7	ECTS Credits Allocated:	5
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. MURAT HAKAN ALTINTAŞ
16	Course Lecturers:	Prof. Dr. Hakan Altıntaş Doç. Dr. Erkan ÖZDEMİR Doç. Dr. Çağatan Taşkın
17	Contactinformation of the Course Coordinator:	Uludağ Üniversitesi, İ.İ.B.F. İşletme Bölümü, Görükle, Bursa, 16059 mhakan@uludag.edu.tr
18	Website:
19	Objective of the Course:	Examining the economical, social, cultural and psicological effects in target markets.
20	Contribution of the Course to Professional Development

21

Learning Outcomes:

1 Understanding the importance of branding for companies; 2 Gaining insights for efficient branding strategies; 3 Understanding the importance of brand image; 4 Understanding the importance of brand personality; 5 Understanding the importance of brand identity; 6 Understanding the importance of brand equity; 7 Making strategic branding plans; 8 Applying branding perspective to destination marketing ; 9 Understanding brand management process;

22	Course Content:

Week	Theoretical	Practical
1	Branding in contemporary marketing
2	Basic concepts in branding
3	Product differentiation and branding
4	Brand naming strategies
5	Brand extension strategies
6	Strategic brand management process
7	Strategic brand management process
8	Brand identity and applications
9	Brand image and applications
10	Brand personality and applications
11	Brand equity: Financial and marketing perspectives
12	Consumer-based brand equity
13	The dimensions of consumer-based brand equity
14	Measurement of consumer-based brand equity

23	Textbooks, References and/or Other Materials:	Çağatan Taşkın ve Ömer Akat, Marka ve Marka Stratejileri, Alfa Aktüel, Bursa, 2008; Kevin Lane Keller, Strategic Brand Management, Prentice Hall, 2008.
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

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	0	0	0
Projects	0	0	0
Field Studies	0	0	0
Midtermexams	1	16	16
Others	1	20	20
Final Exams	1	30	30
Total WorkLoad			166
Total workload/ 30 hr			5
ECTS Credit of the Course			5

26	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