| Course Unit Code | Course Unit Title | Type of Course Unit | Year of Study | Semester | Number of ECTS Credits | | İŞL-23-101 | | Elective | 1 | 2 | 6 |
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| Level of Course Unit |
| Second Cycle |
| Objectives of the Course |
| Contributing to the literature on digital brand and brand management by teaching the students the basic principles of digital brand management. |
| Name of Lecturer(s) |
| Doç. Dr. Ahmet TAN |
| Learning Outcomes |
| 1 | Getting to know the positioning and strategies of the digital brand | | 2 | To discuss the social - psychological effects of the digital brand on the consumer | | 3 | Demonstrate knowledge and skills in effective brand and digital media design |
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| Mode of Delivery |
| Daytime Class |
| Prerequisites and co-requisities |
| No |
| Recommended Optional Programme Components |
| No |
| Course Contents |
| Being a digital brand firstly requires getting rid of classical marketing models and understanding today's sociological realities. After this part, it becomes important to take a holistic process management and online actions. While taking online actions, the proactiveness of brands begins to gain value and make a difference. It should also be known that one should not be influenced by the digital world and take part in all digital processes. It should not be forgotten that the facts of every brand are not the same. Therefore, the top priority should be to ensure digitalization in areas that are compatible with the realities of the brand. |
| Weekly Detailed Course Contents |
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| 1 | Brand in General | | | | 2 | Digitization in General | | | | 3 | Product and Product Decisions | | | | 4 | Digital Brand Personality | | | | 5 | Digital Brand Identity | | | | 6 | Digital Brand Value | | | | 7 | Digital Brand Addiction | | | | 8 | Midterm Exam | | | | 9 | Digital Brand Awareness | | | | 10 | Digital Brand Associations/Perceived Quality and Brand | | | | 11 | Retailer Brand | | | | 12 | Turkey's Brands | | | | 13 | Brands of the World | | | | 14 | Final Exam | | |
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| Recommended or Required Reading |
| Mehmet Baş, Brand Management, Detay Publishing, 2015.
Uğur Batı, Brand Management, Alfa Publications, 2015
Michael Port, I Want To Be A Brand, New York Times Publications, 2017 |
| 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) | | No |
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| Workload Calculation |
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| Midterm Examination | 1 | 1 | 1 |
| Final Examination | 1 | 1 | 1 |
| Practice | 4 | 5 | 20 |
| Criticising Paper | 6 | 3 | 18 |
| Individual Study for Mid term Examination | 8 | 7 | 56 |
| Individual Study for Final Examination | 10 | 7 | 70 |
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| Contribution of Learning Outcomes to Programme Outcomes |
| LO1 | 4 | 4 | 5 | 4 | 3 | 3 | 3 | 3 | 3 | 4 | 4 | 3 | 3 | | LO2 | 4 | 5 | 5 | 4 | 3 | 3 | 3 | 3 | 5 | 5 | 4 | 3 | 4 | | LO3 | 4 | 4 | 5 | 4 | 3 | 3 | 4 | 3 | 3 | 5 | 4 | 3 | 4 |
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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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