Description of Individual Course Units
Course Unit CodeCourse Unit TitleType of Course UnitYear of StudySemesterNumber of ECTS Credits
1302008862016BRAND MANAGEMENTElective365
Level of Course Unit
First Cycle
Objectives of the Course
This course aims to provide understanding of brands, branding, and brand equity, to create knowledge enough to be able to develop appropriate brand message and media strategies and to identify and evaluate brand messages. Also it is aimed to create understanding that marketing communication is an interactive process that must be properly integrated with all the other brand messages.
Name of Lecturer(s)
Dr. Öğretim Üyesi Elif Üstündağlı Erten
Learning Outcomes
1To be able to define brand, branding, and brand equity
2 To be able to develop brand strategy
3
Mode of Delivery
Face to Face
Prerequisites and co-requisities
None
Recommended Optional Programme Components
None
Course Contents
Concepts of brands, branding, and brand equity, developing brand messages and media strategies, strategic brand management process, defining appropriate tools, evaluation of brand performance topics will be covered.
Weekly Detailed Course Contents
WeekTheoreticalPracticeLaboratory
1Consumer Society
2Consumer Culture - Consumer Society
3Brand Management and Creating Brand Culture
4Brand Positioning and Brand Equity/Value
5Brand Elements and Brand Loyalty
6Designing Marketing Programs for Developing Brand Equity
7Brand Equity and Integrated Marketing Communication
8MIDTERM
9Brand Equity and Integrated Marketing Communication
10Secondary Brand Call
11Relationship Brands and New Digital World
12Evaluating Brand Success
13Project Presentation
14Project Presentation
15Project Presentation
16FINAL EXAM
Recommended or Required Reading
• Temporal, Paul (2011). İleri Düzey Marka Yönetimi: Değişen Dünyada Markaları Yönetmek, 1. Baskı, İstanbul Ticaret Odası No.5, Brandage Yayınları, İstanbul • Keller, Kevin (2013). Strategic Brand Management, Pearson. • Ritzer, George (2011). ed. “Toplumun McDonaldlaştırılması”: Çağdaş Toplumun Yaşamın Değişen Karakteri Üzerine Bir İnceleme, 2. Basım, Çev. Şen Süer Kaya, Ayrıntı Yayınları, İstanbul. • Moralıoğlu, Didem (2015). Ben Marka Olsam, 2 Baskı, Epsilon Yayıncılık, İstanbul. • Seguela, Jacques (1991). Hollywood Daha Beyaz Yıkar, Çev. İsmail Yerguz, Afa Yayıncılık, İstanbul. • Rutherford, Paul (1996). Yeni ikonalar: Televizyonda Reklam Sanatı, Çev. Mustafa K. Gerçeker, YapıKredi Yayınları, İstanbul. • Mingo, Jack (2008). Dünyayı İnovasyonla Değiştiren Markalar, 1. Basım, Güncel Yayıncılık, İstanbul • Durning, Alan (1998). Ne Kadar Yeterli? Tüketim Toplumu ve Dünyanın • İlgili kitaplar ve yayınlar tavsiye edilir.
Planned Learning Activities and Teaching Methods
Assessment Methods and Criteria
Term (or Year) Learning ActivitiesQuantityWeight
Midterm Examination1100
SUM100
End Of Term (or Year) Learning ActivitiesQuantityWeight
Final Sınavı1100
SUM100
Term (or Year) Learning Activities40
End Of Term (or Year) Learning Activities60
SUM100
Language of Instruction
Turkish
Work Placement(s)
None
Workload Calculation
ActivitiesNumberTime (hours)Total Work Load (hours)
Midterm Examination111
Final Examination111
Attending Lectures16348
Project Preparation12525
Project Presentation111
Individual Study for Mid term Examination10220
Individual Study for Final Examination20240
TOTAL WORKLOAD (hours)136
Contribution of Learning Outcomes to Programme Outcomes
PO
1
PO
2
PO
3
PO
4
PO
5
PO
6
PO
7
PO
8
PO
9
PO
10
LO15  3  54 3
LO254 5555555
LO3          
* 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