Ders Adı Kodu Yarıyıl T+U Saat Kredi AKTS
Brand Management ISL 421 7 2 + 0 2 5
Ön Koşul Dersleri
Önerilen Seçmeli Dersler
Dersin Dili Türkçe
Dersin Seviyesi 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 objective of this course is to understand the concept of brand and brand related concepts. Additionally, this course aims to explain how succesfull brands are managed strategically and presents the theoretical and practical point of views about strategic brand management.  

Dersin İçeriği

The content of this couse incleudes the concep of brand, brand positioning, customer-based brand equity, brand imagei brand personality, branding stategies, brand communication and applications. 

# Ders Öğrenme Çıktıları Öğretim Yöntemleri Ölçme Yöntemleri
1 Define brand concept and its importance for producers, retailers and consumers. Lecture, Discussion,
2 Define, brand image, brand personality, brand loyalty, brand awareness and give examples from application. Discussion, Lecture,
3 Define brand equity and have knowledge how to measure it. Discussion, Lecture,
4 Have knowledge about branding strategies that busineses apply and give examples Discussion, Lecture,
Hafta Ders Konuları Ön Hazırlık
1 Definition of a brand
2 Brand Management and Branding Decisions
3 Brand Management and Branding Decisions
4 Brand Awareness, Brand Image, Brand Personality
5 Brand Positioning
6 Customer-Based Brand Equity
7 Competitive Brand Strategies
8 Mid-term exam
9 Compeititve Brand Stratgies
10 Brand Extentions
11 Integrated Marketing Communications
12 Customer Relationship Management
13 Private Label Branding Strategies
14 Case Studies
Kaynaklar
Ders Notu
Ders Kaynakları
Sıra Program Çıktıları Katkı Düzeyi
1 2 3 4 5
1 Our students will have fundamental knowledge in business administration. X
2 Our students will be able to work in teams, and share information with team members in tasks of business administration X
3 Our students will identify and analyse problems to offer solutions in tasks of business administration. X
4 Our students will participate in projects about business administration process and tasks. X
5 Our students will accept responsibility in order to conclude tasks of business administration. X
6 Our students will define ethical problems in work environment and generate solutions. X
7 Our students can transfer their knowledge and suggestions with technology supported tools and written communication skills. X
8 Our students can transfer their knowledge and suggestions by written and verbal communication skills. X
Değerlendirme Sistemi
Yarıyıl Çalışmaları Katkı Oranı
1. Ara Sınav 60
1. Ödev 20
2. Ödev 10
3. Ödev 10
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 14 14
Quiz 2 7 14
Assignment 1 7 7
Toplam İş Yükü 131
Toplam İş Yükü / 25 (Saat) 5,24
Dersin AKTS Kredisi 5