Ondokuz Mayıs Üniversitesi Bilgi Paketi - Ders Kataloğu

Description of Individual Course Units

Course Unit CodeCourse Unit TitleType of CourseYearSemesterECTS
2306015112012 Brand Management 927001 1 1 7
Level of Course Unit
Second Cycle
Objectives of the Course
Being a brand has been an issue of concern for todays business world . In the past businesses focused largely on producing and marketing but today it is inevitable for them to focus on how to be a brand . Recently, one of the topics of particular interest for the marketing experts is the added value, gained through the branding process ,of their products and services.
Name of Lecturer(s)
yrd.doç.dr. yetkin bulut
Learning Outcomes
  1. Knows the brand concept
  2. knows how to position the brand
  3. To obtain information about the brand personality and image
  4. Knows how to establish communication with the target audience of the brand and knows channels to be used when establishing the said communication
  5. Knows how to increase the value of the brand and how to be aglobal brand
Mode of Delivery
Evening Programme
Prerequisites and co-requisities
None
Recommended Optional Programme Components
None
Recommended or Required Reading
marka olmak, t. sabri erdil ve yeşim uzun, beta yayınları,istanbul,2010
Planned Learning Activities and Teaching Methods
Language of Instruction
Turkish
Work Placement(s)
None
Course Contents
being a brandbrand positioningbrand personality and imagebrand communicationbrand equitybrand extensionglobal brand
Weekly Detailed Course Contents
Week Theoretical Practice Laboratory
1.being a brand
2.brand positioning
3.brand personality and image
4. brand communication I
5.brand communication II
6.brand equity (value)
7.brand extension
8.midterm exam
9.global brand
10.case studies I
11.case studies II
12.case studies III
13.case studies IV
14.case studies V
15.
16.
Assessment Methods and Criteria
Term (or Year) Learning ActivitiesQuantityWeight (%)
Midterm Examination1100
SUM100
End Of Term (or Year) Learning ActivitiesQuantityWeight (%)
Final Examination1100
SUM100
Term (or Year) Learning Activities40
End Of Term (or Year) Learning Activities60
SUM100
Workload Calculation
ActivitiesQuantityTime(hours)Total Workload(hours)
Midterm Examination111
Final Examination122
Attending Lectures14342
Field Work177
Self Study31030
Homework157105
SUM187