GAZI UNIVERSITY INFORMATION PACKAGE - 2019 ACADEMIC YEAR

COURSE DESCRIPTION
GLOBAL BRAND MANAGEMENT/UTIC310
Course Title: GLOBAL BRAND MANAGEMENT
Credits 3 ECTS 5
Semester 6 Compulsory/Elective Elective
COURSE INFO
 -- LANGUAGE OF INSTRUCTION
  Turkish
 -- NAME OF LECTURER(S)
  Prof. Sanem ALKIBAY
 -- WEB SITE(S) OF LECTURER(S)
  http://websitem.gazi.edu.tr/site/salkibay
 -- EMAIL(S) OF LECTURER(S)
  salkibay@gazi.edu.tr
 -- LEARNING OUTCOMES OF THE COURSE UNIT
Learning about the brand concept and branding strategies
Having knowledge about brand identity and personality, brand positioning and brand extension strategies
Having knowledge and gaining experience about global brand management issues
 -- MODE OF DELIVERY
  The mode of delivery of this course is Face to face
 -- PREREQUISITES AND CO-REQUISITES
  There is no prerequisite or co-requisite for this course.
 -- RECOMMENDED OPTIONAL PROGRAMME COMPONENTS
  There is no recommended optional programme component for this course.
 --COURSE CONTENT
1. Week  Brand Concept and Strategic Importance of Branding
2. Week  Brand Management and Branding Strategies
3. Week  Brand Identity and Brand Personality
4. Week  Brand Positioning
5. Week  Brand Awareness
6. Week  Brand and Perceived Quality
7. Week  Brand Loyalty
8. Week  Mid-Term
9. Week  Brand Associations
10. Week  Brand Value and Its Measurement
11. Week  Brand Extension Strategies
12. Week  Brand Protection
13. Week  Global Brand Management
14. Week  Branding in Services
15. Week  Current Issues about Branding and Case Studies
16. Week  Final
 -- RECOMMENDED OR REQUIRED READING
  [1] İslamoğlu, A.H. (2011), Stratejik Marka Yönetimi, Beta Yayınevi [2] Aaker, D. A. (2009), Marka değeri yönetimi : bir marka isminin değerinden yararlanmak, Mediacat [3] Kapferer, J. N (2012), The New Strategic Brand Management, 5th Edition, KoganPage
 -- PLANNED LEARNING ACTIVITIES AND TEACHING METHODS
  Lecture, Question & Answer, Demonstration
 -- WORK PLACEMENT(S)
  -
 -- ASSESSMENT METHODS AND CRITERIA
 
Quantity
Percentage
 Mid-terms
1
40
 Assignment
0
0
 Exercises
0
0
 Projects
0
0
 Practice
0
0
 Quiz
0
0
 Contribution of In-term Studies to Overall Grade  
40
 Contribution of Final Examination to Overall Grade  
60
 -- WORKLOAD
 Efficiency  Total Week Count  Weekly Duration (in hour)  Total Workload in Semester
 Theoretical Study Hours of Course Per Week
16
3
48
 Practising Hours of Course Per Week
0
 Reading
16
2
32
 Searching in Internet and Library
0
 Designing and Applying Materials
0
 Preparing Reports
0
 Preparing Presentation
0
 Presentation
16
2
32
 Mid-Term and Studying for Mid-Term
1
1
1
 Final and Studying for Final
1
1
1
 Other
0
 TOTAL WORKLOAD: 
114
 TOTAL WORKLOAD / 25: 
4.56
 ECTS: 
5
 -- COURSE'S CONTRIBUTION TO PROGRAM
NO
 PROGRAM LEARNING OUTCOMES
1
2
3
4
5
1Having theoretical knowledge in international trade management, international business administration, international logistic international law areas and having ability and professional expertise in terms of implementationX
2Having professional competence in order to be assigned in various private and public sector institutions like national and international trade organizations and unions, economics consultancy offices, under secretariat of foreign trade and foreign trade officesX
3Having knowledge about other disciplines like business administration, economics, law, public administration and international relations that are related to international tradeX
4Being able to behave according to principles of ethical behaviors in all international trade areasX
5Having abilities about issues like information technologies, basic computer programs and foreign language that are needed to perform international trade activities
6Being aware of the economical, political and cultural integrations and systems in his/her country and all over the world, to be able to position the country and organization while performing activates related to his/her areaX
7Beeing capable of identifying problems in his/her field, access to relevant resources, having knowledge about the legislation and abilities to produce scientific knowledge and analyzing-synthesizing abilities to carry out a researchX
8Having knowledge and qualifications to carry out and complete a national and an international projectX
9Carrying out activities relevant to his/her field, having critical, creative and innovative thinking abilitiesX
10Having theoretical and practical knowledge and abilities needed to undertake international trade activities related to export-import, exchange, regional collaborations and organizations, free zone practices
11Having knowledge and abilities about transporting, storing, supply chain management, risk analysis and insurance and to carry out national and international logistic activities
12Having basic business administration information about production, management, marketing, accounting, finance and human resources in order to undertake international trade and having abilities about quantitative methods that help to have this knowledgeX
13Pursuing and applying legislation information about national and international trade law, public law and private law in order to manage international trade operationsX