| Ders Adı | Kodu | Yarıyıl | T+U Saat | Kredi | AKTS |
|---|---|---|---|---|---|
| Brand Management | SAU 560 | 0 | 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, | Homework, Testing, |
| 2 | Define, brand image, brand personality, brand loyalty, brand awareness and give examples from application. | Discussion, Lecture, | Testing, Homework, |
| 3 | Define brand equity and have knowledge how to measure it. | Discussion, Lecture, | Testing, Homework, |
| 4 | Have knowledge about branding strategies that busineses apply and give examples | Discussion, Lecture, | Testing, Homework, |
| 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 Study |
| Kaynaklar | |
|---|---|
| Ders Notu | |
| Ders Kaynakları | Keller Kevin Lane, (2013), Strategic Brand Management, Pearson. Ahmet Hamdi İslamoğlu, Duygu Fırat (2011), Beta Yayınevi |
| Sıra | İŞLETME BÖLÜMÜ Program Çıktıları | Katkı Düzeyi | |||||
|---|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | |||
| 1 | Our students will have fundamental knowledge in business administration. | ||||||
| 2 | Our students will be able to work in teams, and share information with team members in tasks of business administration | ||||||
| 3 | Our students will identify and analyse problems to offer solutions in tasks of business administration. | ||||||
| 4 | Our students will participate in projects about business administration process and tasks. | ||||||
| 5 | Our students will accept responsibility in order to conclude tasks of business administration. | ||||||
| 6 | Our students will define ethical problems in work environment and generate solutions. | ||||||
| 7 | Our students can transfer their knowledge and suggestions with technology supported tools and written communication skills. | ||||||
| 8 | Our students can transfer their knowledge and suggestions by written and verbal communication skills. | ||||||
| Sıra | İŞLETME FAKÜLTESİ 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. Ödev | 20 |
| 2. Ödev | 10 |
| 3. Ödev | 10 |
| 1. Ara Sınav | 60 |
| 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 | 2 | 32 |
| Hours for off-the-classroom study (Pre-study, practice) | 16 | 2 | 32 |
| Mid-terms | 1 | 20 | 20 |
| Quiz | 2 | 15 | 30 |
| Assignment | 1 | 10 | 10 |
| Toplam İş Yükü | 124 | ||
| Toplam İş Yükü / 25 (Saat) | 4,96 | ||
| Dersin AKTS Kredisi | 5 | ||