Description of Individual Course Units
Course Unit CodeCourse Unit TitleType of Course UnitYear of StudySemesterNumber of ECTS Credits
İŞL-23-101Elective126
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
1Getting to know the positioning and strategies of the digital brand
2To discuss the social - psychological effects of the digital brand on the consumer
3Demonstrate knowledge and skills in effective brand and digital media design
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
WeekTheoreticalPracticeLaboratory
1Brand in General
2Digitization in General
3Product and Product Decisions
4Digital Brand Personality
5Digital Brand Identity
6Digital Brand Value
7Digital Brand Addiction
8Midterm Exam
9Digital Brand Awareness
10Digital Brand Associations/Perceived Quality and Brand
11Retailer Brand
12Turkey's Brands
13Brands of the World
14Final Exam
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
Assessment Methods and Criteria
Term (or Year) Learning ActivitiesQuantityWeight
Midterm Examination1100
SUM100
End Of Term (or Year) Learning ActivitiesQuantityWeight
Final Examination1100
SUM100
Term (or Year) Learning Activities40
End Of Term (or Year) Learning Activities60
SUM100
Language of Instruction
Turkish
Work Placement(s)
No
Workload Calculation
ActivitiesNumberTime (hours)Total Work Load (hours)
Midterm Examination111
Final Examination111
Practice4520
Criticising Paper6318
Individual Study for Mid term Examination8756
Individual Study for Final Examination10770
TOTAL WORKLOAD (hours)166
Contribution of Learning Outcomes to Programme Outcomes
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1
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5
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6
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7
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9
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10
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11
PO
12
PO
13
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LO24554333355434
LO34454334335434
* Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High
 
Iğdır University, Iğdır / TURKEY • Tel (pbx): +90 476 226 13 14 • e-mail: info@igdir.edu.tr