Description of Individual Course Units
Course Unit CodeCourse Unit TitleType of Course UnitYear of StudySemesterNumber of ECTS Credits
MRK201BRAND MANAGEMENTElective233
Level of Course Unit
First Cycle
Objectives of the Course
The aim of this course is to ensure the students to gain knowledge on the basic topics as the brand concept, strategies used to create a brand, brand promotion, brand image, brand personality concept, the connection between brand and corporate image, image transfer and objectives, and advantages of being a brand and creating a brand in marketing and marketing communication, global brands, relations between image-brand and to apply these in their campaign designs by learning the communicational and marketing techniques in creating a brand and the techniques of image making.
Name of Lecturer(s)
Associate Prof. Işıl KARPAT AKTUĞLU
Learning Outcomes
1 Being able to recognize the brand concept and various factors that arise around the brand concept
2Being able to comprehend the importance of brand in marketing communication
3Being able to relate the brand with the marketing communication mix
4Being able to use the marketing techniques in brand and image making
Mode of Delivery
Face to Face
Prerequisites and co-requisities
None
Recommended Optional Programme Components
None
Course Contents
Concepts about the brand, Brand Management, Brand Creation Process, Determining The Basic Brand Strategies
Weekly Detailed Course Contents
WeekTheoreticalPracticeLaboratory
1What’s Brand? Brand Structure And TypesLecture
2Concepts about the brand (brand image, brand personality, brand preferenceLecture
3Brand analysisLecture
4The Concept Of Brand Management and The Importance of It (The emergence of Brand Management, The Importance of Brand Management, The Principles of Brand ManagementLecture
5Brand Management: Duties and Responsibility Area of Brand Manager, its Place in Organizational StructureLecture
6Brand Creation ProcessLecture
7Environmental Conditions in Brand Creation ProcessLecture
8Midterm Exam
9Determining The Basic Brand StrategiesLecture
10Differentiation and Determining the Brand Value-Brand EquityLecture
11Brand Positioning DecisionsLecture
12Determining The Brand Decisions (Determining the brand name and logo, brand registration)Lecture
13Determining The Brand Communication Objectives 1Lecture
14Determining The Brand Communication Objectives 2Lecture
15Branding Process in TurkeyLecture
16Final exam
Recommended or Required Reading
• Işıl Karpat Aktuğlu; Marka Yönetimi, İletişim Yayınları, 2004.
Planned Learning Activities and Teaching Methods
Assessment Methods and Criteria
Term (or Year) Learning ActivitiesQuantityWeight
SUM0
End Of Term (or Year) Learning ActivitiesQuantityWeight
SUM0
SUM0
Language of Instruction
Turkish
Work Placement(s)
None
Workload Calculation
ActivitiesNumberTime (hours)Total Work Load (hours)
Midterm Examination11010
Final Examination11818
Attending Lectures14342
Report Preparation13030
TOTAL WORKLOAD (hours)100
Contribution of Learning Outcomes to Programme Outcomes
PO
1
PO
2
PO
3
PO
4
PO
5
PO
6
LO1      
LO21   12
LO3 2   3
LO4     2
* Contribution Level : 1 Very low 2 Low 3 Medium 4 High 5 Very High
 
Ege University, Bornova - İzmir / TURKEY • Phone: +90 232 311 10 10 • e-mail: intrec@mail.ege.edu.tr