GAZI UNIVERSITY INFORMATION PACKAGE - 2019 ACADEMIC YEAR

COURSE DESCRIPTION
BRAND MANAGEMENT/5651308
Course Title: BRAND MANAGEMENT
Credits 3 ECTS 8
Semester 1 Compulsory/Elective Elective
COURSE INFO
 -- LANGUAGE OF INSTRUCTION
  Turkish
 -- NAME OF LECTURER(S)
  Assoc. Prof. Mehmet Baş
 -- WEB SITE(S) OF LECTURER(S)
  http://websitem.gazi.edu.tr/site/mbas
 -- EMAIL(S) OF LECTURER(S)
  mbas@gazi.edu.tr
 -- LEARNING OUTCOMES OF THE COURSE UNIT
Know the concepts of brand, brand elements, and brand related concepts.
Describe the emergence of a brand
Know the fundamentals of branding and brand strategies
Have the knowledge about brand value and brand positioning
Increase the brand value by using integrated marketing tools.
Have a good knowledge of brand communication.
Can use social media in brand management
 -- MODE OF DELIVERY
  The mode of delivery of this course is distance education.
 -- 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  Modern marketing and introduction to the concept of brand development
2. Week  The brand communication theories
3. Week  Fundamentals of branding and brand strategies
4. Week  Public relations and advertising in terms of brand image and identity
5. Week  Brand personality and examples in this area
6. Week  Competitor analysis and brand positioning
7. Week  Brand loyalty and brand value creation
8. Week  Midterm Exam
9. Week  Position of customer relationship management in brand communication
10. Week  Using social responsibility campaigns in brand management
11. Week  Brand expansion and brand extensions
12. Week  Crisis management in brand communication
13. Week  Brand management and integrated marketing management
14. Week  Use of new media in brand management
15. Week  Relationship between brand value and reputation management
16. Week  Final Exam
 -- RECOMMENDED OR REQUIRED READING
  Building Strong Brands, David Aaker
 -- PLANNED LEARNING ACTIVITIES AND TEACHING METHODS
  Lecture, Question & Answer, Demonstration, Drill - Practise
 -- WORK PLACEMENT(S)
  None
 -- 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
14
3
42
 Practising Hours of Course Per Week
0
 Reading
10
3
30
 Searching in Internet and Library
11
3
33
 Designing and Applying Materials
0
 Preparing Reports
0
 Preparing Presentation
0
 Presentation
0
 Mid-Term and Studying for Mid-Term
13
3
39
 Final and Studying for Final
14
4
56
 Other
0
 TOTAL WORKLOAD: 
200
 TOTAL WORKLOAD / 25: 
8
 ECTS: 
8
 -- COURSE'S CONTRIBUTION TO PROGRAM
NO
 PROGRAM LEARNING OUTCOMES
1
2
3
4
5
1Rule the information technologies and systems used in the units of the Business, have enough knowledge on the system management.X
2Master the information systems and technologies used in the units of the Business, design the system regarding the needs of the Business.X
3Make the related analyses for an information system and know all of the processes at the analysis, design and implementation stages of the database that belongs to the system.X
4Be able to follow current developments in modern business techniques and technologies; especially information technologies, gain know how.X
5Follow current affairs and convey information about trends systematically.X
6Be aware of the social transformation especially in their own field and social, legal and moral responsbilities belongs to other work field.X
7Understand the disciplines and the interaction between his discipline and other relational ones, regard the disciplines and interactions in team works.X
8Develop their knowledge to the level of expertise which they obtained in license level.X
9Carry out a work which requires an expertness in this field.X
10Construct and perform an academic work in the field of Management Information Systems.X