| Course Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits | | 173315002107 | BRAND MANAGEMENT | Elective | 1 | 2 | 3 |
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| Level of Course Unit |
| Short Cycle |
| Objectives of the Course |
| It aims to understand what the "brand", an important concept in public relations and marketing, means and why it is so important nowadays. It is also aimed at students to know the components of the brand and to understand and interpret how a brand is managed in this direction. |
| Name of Lecturer(s) |
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| Learning Outcomes |
| 1 | Understanding the elements of brand and brand | | 2 | Understand the brand management process | | 3 | Know brand strategies | | 4 | Know the components of the brand |
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| Mode of Delivery |
| Daytime Class |
| Prerequisites and co-requisities |
| None |
| Recommended Optional Programme Components |
| None |
| Course Contents |
| What is a Brand?
Brand Components
Name, symbol and slogan
Brand types
Organization, Product and Brand |
| Weekly Detailed Course Contents |
|
| 1 |
Development of modern marketing and introduction to brand concept | | | | 2 |
Brand's marketing concept, brand-related concepts | | | | 3 | Planning of trademark registration, strategic brand management process
| | | | 4 | Creating brand identity elements and identity
| | | | 5 | Other brand elements
| | | | 6 | Branding strategies
| | | | 7 | Branding strategies
| | | | 8 | midterm
| | | | 9 | Brand Positioning, Differentiation
| | | | 10 | Brand Positioning, Differentiation
| | | | 11 | Brand communication, push and pull strategies
| | | | 12 | Preparation of marketing program
| | | | 13 | Preparation of marketing program
| | | | 14 | Final | | | | 15 | | | | | 16 | | | |
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| Recommended or Required Reading |
| Aktuğlu, I., (2004), Marka Yönetimi, Güçlü ve Başarılı Markalar için Temel İlkeler, İstanbul: İletişim Yayınları |
| Planned Learning Activities and Teaching Methods |
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| Assessment Methods and Criteria | |
| Midterm Examination | 1 | 100 | | SUM | 100 | |
| Final Examination | 1 | 100 | | SUM | 100 | | Term (or Year) Learning Activities | 40 | | End Of Term (or Year) Learning Activities | 60 | | SUM | 100 |
| | Language of Instruction | | Turkish | | Work Placement(s) | | None |
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| Workload Calculation |
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| Midterm Examination | 1 | 1 | 1 |
| Final Examination | 1 | 1 | 1 |
| Attending Lectures | 14 | 3 | 42 |
| Self Study | 1 | 8 | 8 |
| Individual Study for Mid term Examination | 1 | 15 | 15 |
| Individual Study for Final Examination | 1 | 15 | 15 |
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| Contribution of Learning Outcomes to Programme Outcomes |
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| * Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High |
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Iğdır University, Iğdır / TURKEY • Tel (pbx): +90 476
226 13 14 • e-mail: info@igdir.edu.tr
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