Lesson plan / BRAND MANAGEMENT

Lesson Information

Course Credit 3.0
Course ECTS Credit 8.0
Teaching Language of Instruction Türkçe
Level of Course Bachelor's Degree, TYYÇ: Level 6, EQF-LLL: Level 6, QF-EHEA: First Cycle
Type of Course Compulsory
Mode of Delivery Face-to-face
Does the course require compulsory or optional work experience? Z
Course Coordinator Assoc. Prof. (Ph.D.) DENİZ AKBULUT
Instructor (s)
Course Assistant

Purpose and Content

The aim of the course Teach the concepts on brand, branding, the advantages of branding in fierce competition environment and to inform about the methods of brand management.
Course Content Students understand the importance of brand concept. They know the elements and functions of brand. They learn the differences between brand and product. They learn the identity, the character, the value, the image and the positioning concepts of brand in detail.

Weekly Course Subjects

1Development of modern marketing and the concept of brand
2Historical development of brand
3The elements and functions of brand
4Brand identity strategy
5Brand character analyses and archetype strategy
6Brand image strategy
7Brand positioning strategy
8Brand loyalty and creation of brand value
9Consumer satisfaction in brand management and customer relationship management
10The process of using social responsibility and sponsorship campaigns in brand management, advertising and public relations communication
11Crisis communication in brand management
12Using marketing research in brand management
13Using new mass media in brand management
14Examining the strategies of successful brands from the world and Turkey

Resources

1-"Marka Yönetimi”, Işıl KARPAT,İstanbul,2004,Ersu Deniz, “Markalaşma ve Reklam”, İstanbul, 2008,Nurhan Babür Tosun,"İletişim temelli Marka yönetimi",İstanbul,2010