Iğdır University Lifelong Learning Programme

Description of Individual Course Units

Course Unit Code	Course Unit Title	Type of Course Unit	Year of Study	Semester	Number of ECTS Credits
190500207107	BRAND MANAGEMENT	Elective	4	7	3

Level of Course Unit

First Cycle

Objectives of the Course

This course aims to introduce students to the basic terms, concepts and activities related to brand management. In this course, it is aimed to learn, manage and control brand management methods and content creation techniques in digital platforms.

Name of Lecturer(s)

Öğr. Gör. Turgay KARATAŞ

Learning Outcomes

1	Understand the concept of brand and approaches to brand management.
2	The concept of brand value and management understanding are explored.
3	The concept of brand identity is defined.
4	Brand extensions, brand line, categories are examined.

Mode of Delivery

Daytime Class

Prerequisites and co-requisities

None

Recommended Optional Programme Components

None

Course Contents

Within the scope of the course, brand strategies, digital marketing, brand identity and positioning in digital, content marketing, online reputation management, digital advertising issues, brand management process, factors affecting this process, marketing and company activities that are used in brand management and provide competitive advantage to companies are also covered. angle will be provided.

Weekly Detailed Course Contents

Week	Theoretical	Practice	Laboratory
1	Brand and Brand Management	Slide, Expression	None
2	Customer-based brand equity	Expression	None
3	Brand Positioning and values	Slide, Expression	None
4	Selection of brand components in creating brand value	Expression	None
5	Brand Structure	Expression, Slide	None
6	The place of integrated marketing communication while creating brand value	Slide, Expression, Classroom discussion	None
7	Strengthening secondary brand awareness in brand value creation	Slide, Expression, Discussion	None
8	None	Midterm Exam	None
9	Brand value measurement and management systems	Slide, Expression	None
10	Brand equity sources	Slide, Expression, Discussion	None
11	Measuring returns on brand equity	Slide, Expression, Discussion	None
12	Consumer-Brand Relationships	Slide, Expression	None
13	Designing and implementing brand strategies	Expression, Presentation	None
14	New product development and brand extensions	Presentation, Expression	None
15	None	Final Exam	None

Recommended or Required Reading

Keller, K.L, Brand Management, 4th edition, GE Pearson. 2013 Strategic brand management

Planned Learning Activities and Teaching Methods

Assessment Methods and Criteria

Term (or Year) Learning Activities	Quantity	Weight
Midterm Examination	1	70
Individual Study for Mid term Examination	1	15
Homework	1	15
SUM		100
End Of Term (or Year) Learning Activities	Quantity	Weight
Final Examination	1	70
Writing Paper	1	20
Individual Study for Final Examination	1	10
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

Workload Calculation

Activities	Number	Time (hours)	Total Work Load (hours)
Midterm Examination	1	1	1
Final Examination	1	1	1
Attending Lectures	14	2	28
Project Presentation	1	15	15
Self Study	14	2	28
Homework	1	15	15
TOTAL WORKLOAD (hours)			88

Contribution of Learning Outcomes to Programme Outcomes

	PO 1	PO 2	PO 3	PO 4	PO 5	PO 6	PO 7	PO 8	PO 9	PO 10	PO 11	PO 12	PO 13	PO 14	PO 15	PO 16	PO 17	PO 18	PO 19	PO 20	PO 21	PO 22	PO 23	PO 24	PO 25	PO 26	PO 27
LO1	4	4	3	4	3	3	3	4	3	2	3	4	4	3	3	3	3			3	1	2	3		3	3	3
LO2	4	3	3	3	3	3	3	3	2	3	4	4	4	3	3	3	3			3	1	3	2		3	3	3
LO3	3	4	2	2	4	4	3	4	4	3	3	3	3	3	4	3	3			3	1	3	2		3	2	3
LO4	4	3	4	3	4	3	4	4	2	3	4	4	3	4	3	4	4			4	1	3	3		3	3	4

* Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High