PAÜ .:. Eğitim Öğretim Bilgi Sistemi

COURSE INFORMATION

Course Code	Course Title	L+P Hour	Semester	ECTS
PAZA 240	BRAND MANAGEMENT	3 + 0	3rd Semester	4

COURSE DESCRIPTION

Course Level	Associate's Degree
Course Type	Compulsory
Course Objective	It aims to understand what the "brand", an important concept in public relations and marketing, means and why it is so important nowadays. It is also aimed at students to know the components of the brand and to understand and interpret how a brand is managed in this direction.
Course Content	It aims to understand what the "brand", an important concept in public relations and marketing, means and why it is so important nowadays. It is also aimed at students to know the components of the brand and to understand and interpret how a brand is managed in this direction.
Prerequisites	No the prerequisite of lesson.
Corequisite	No the corequisite of lesson.
Mode of Delivery	Face to Face

COURSE LEARNING OUTCOMES

1	-To understand the definitions related to brand, the structure of the brand and to learn the relationship between brand and product
2	- Understand brand management and its importance
3	- Understand brand management process
4	- Understand branding strategies and brand positioning process.
5	- To learn brand communication

COURSE'S CONTRIBUTION TO PROGRAM

ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION

Activities	Quantity	Duration (Hour)	Total Work Load (Hour)
Course Duration (14 weeks/theoric+practical)	14	3	42
Mid-terms	1	15	15
Final examination	1	20	20
Presentation / Seminar Preparation	1	27	27
Total Work Load ECTS Credit of the Course			104 4

COURSE DETAILS

Select Year

	Course Term	No	Instructors
Details	2023-2024 Fall	1	MELTEM ÖZTÜRK URKAY

Course Details

Course Code	Course Title	L+P Hour	Course Code	Language Of Instruction	Course Semester
PAZA 240	BRAND MANAGEMENT	3 + 0	1	Turkish	2023-2024 Fall

Course Coordinator	E-Mail	Phone Number	Course Location	Attendance
Asts. Prof. Dr. MELTEM ÖZTÜRK URKAY	mozturk@pau.edu.tr		HMYO A0201	%70

Goals		It aims to understand what the "brand", an important concept in public relations and marketing, means and why it is so important nowadays. It is also aimed at students to know the components of the brand and to understand and interpret how a brand is managed in this direction.
Content		It aims to understand what the "brand", an important concept in public relations and marketing, means and why it is so important nowadays. It is also aimed at students to know the components of the brand and to understand and interpret how a brand is managed in this direction.

Topics

Weeks	Topics
1	brand and the importance of brand marketing
2	brand and Brand Concepts
3	brand and Brand Concepts
4	brand management and significance
5	Brand management process
6	Brand management process- determination
7	Brand management process- the Choice of Brand strategy
8	brand srtategies with examples from Turkey and Global Brands
9	midterm
10	brand positioning
11	examples of brand positioning from world
12	Brand Communication
13	examples of brand communication from Turkish and global brands
14	examples of brand communication from Turkish and global brands

Materials

Materials are not specified.

Resources

Resources	Resources Language
Işıl Karpat Aktuğlu, Marka Yönetimi, İletişim Yayınları	Türkçe
Kevin Lane Keller, Strategic Brand Management, Prentice Hall	English
Tülin Ural, Markalamada Yol Haritası, Nobel Yayın Dağıtım	Türkçe

Course Assessment

Assesment Methods	Percentage (%)	Assesment Methods Title
Final Exam	50	Final Exam
Midterm Exam	50	Midterm Exam

L+P: Lecture and Practice
PQ: Program Learning Outcomes
LO: Course Learning Outcomes

Prospective Student