| Ders Adı | Kodu | Yarıyıl | T+U Saat | Kredi | AKTS |
|---|---|---|---|---|---|
| Strategıc Brand Management | UYP 529 | 0 | 3 + 0 | 3 | 6 |
| Ön Koşul Dersleri | |
| Önerilen Seçmeli Dersler | |
| Dersin Dili | Türkçe |
| Dersin Seviyesi | YUKSEK_LISANS |
| Dersin Türü | Seçmeli |
| Dersin Koordinatörü | Prof.Dr. FARUK ANIL KONUK |
| Dersi Verenler | Prof.Dr. FARUK ANIL KONUK, |
| Dersin Yardımcıları | |
| Dersin Kategorisi | Diğer |
| Dersin Amacı | The aim of the course is to explain students the brand concept which adds value to product or services, to analyse how successful brands are managing in a strategic perspective and to explain all therotical and pratical issue relating with brand concept. |
| Dersin İçeriği |
| # | Ders Öğrenme Çıktıları | Öğretim Yöntemleri | Ölçme Yöntemleri |
|---|---|---|---|
| 1 | Define brand concept and its importance for producers, retailers and consumers. | Lecture, Question-Answer, Discussion, | Testing, Homework, |
| 2 | Define, brand image, brand personality, brand loyalty, brand awareness and give examples from application. | Discussion, Question-Answer, Lecture, | Homework, Testing, |
| 3 | Define brand equity and have knowledge how to measure it. | Lecture, Question-Answer, Discussion, | Testing, Homework, |
| 4 | Have knowledge about branding strategies that busineses apply and give examples | Question-Answer, Discussion, Lecture, | Homework, Testing, |
| Hafta | Ders Konuları | Ön Hazırlık |
|---|---|---|
| 1 | Brand definition and importance of branding | |
| 2 | Brand management and branding decisions | |
| 3 | Brand management and branding decisions | |
| 4 | Brand awareness, brand image, brand personality, brand associations | |
| 5 | Brand positioning | |
| 6 | Brand equity and its measurement | |
| 7 | Brand strategies for competition | |
| 8 | Mid-term exam | |
| 9 | Brand strategies for competition | |
| 10 | Brand extensions | |
| 11 | Integrated marketing communications and brand managemenet | |
| 12 | Customer Relationship Management and brand Stretagies | |
| 13 | Private labels brand strategies | |
| 14 | Case Studies |
| Kaynaklar | |
|---|---|
| Ders Notu | |
| Ders Kaynakları | |
| Sıra | Program Çıktıları | Katkı Düzeyi | |||||
|---|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Demonstrate understanding of, and apply, basic concepts in production management and marketing | ||||||
| 2 | :Demonstrate knowledge of how managers and employees interact in organizations. | ||||||
| 3 | Recognize and explain the effect of production management and marketing on organizations and/or individuals. | ||||||
| 4 | Demonstrate the ability to be empathetic and actively listen. | ||||||
| 5 | Communicates effectly within formal and informal groups | ||||||
| 6 | Define and analyze the root cause of "production management and marketing" problems | ||||||
| 7 | Review literature professionally and propose novel research questions | ||||||
| 8 | Find proper solutions to managerial problems | ||||||
| 9 | Apply to approtiate methodological approaches to the field of production management and marketing | ||||||
| 10 | Discusses the research findings in the context of the relevant literature. | ||||||
| Değerlendirme Sistemi | |
|---|---|
| Yarıyıl Çalışmaları | Katkı Oranı |
| 1. Ara Sınav | 60 |
| 1. Ödev | 40 |
| Toplam | 100 |
| 1. Yıl İçinin Başarıya | 50 |
| 1. Final | 50 |
| Toplam | 100 |
| AKTS - İş Yükü Etkinlik | Sayı | Süre (Saat) | Toplam İş Yükü (Saat) |
|---|---|---|---|
| Course Duration (Including the exam week: 16x Total course hours) | 16 | 3 | 48 |
| Hours for off-the-classroom study (Pre-study, practice) | 16 | 3 | 48 |
| Mid-terms | 1 | 10 | 10 |
| Quiz | 1 | 15 | 15 |
| Assignment | 1 | 10 | 10 |
| Final examination | 1 | 20 | 20 |
| Toplam İş Yükü | 151 | ||
| Toplam İş Yükü / 25 (Saat) | 6,04 | ||
| Dersin AKTS Kredisi | 6 | ||