Print

COURSE INFORMATION
Course CodeCourse TitleL+P HourSemesterECTS
OTI 140BRAND MANAGEMENT2 + 07th Semester3

COURSE DESCRIPTION
Course Level Bachelor's Degree
Course Type Compulsory
Course Objective To understand brands, branding and brand equity, to develop appropriate brand messages and media strategies, and to learn branding is an interactive process requiring consistent and enduring marketing communication
Course Content This course deals with issues about brand and brand management. Brand management proces and the factors affecting this process will be examined and discussed based on examples. Students will also prepare a brand management plan
Prerequisites No the prerequisite of lesson.
Corequisite No the corequisite of lesson.
Mode of Delivery Face to Face

COURSE LEARNING OUTCOMES
40Explain core concepts of brand management Explain the factor that will increase the success of brand management. Evaluate the brand management process of a person/product

COURSE'S CONTRIBUTION TO PROGRAM
PO 01PO 02PO 03PO 04PO 05PO 06PO 07PO 08PO 09PO 10
LO 040        11
Sub Total        11
Contribution0000000011

ECTS ALLOCATED BASED ON STUDENT WORKLOAD BY THE COURSE DESCRIPTION
ActivitiesQuantityDuration (Hour)Total Work Load (Hour)
Course Duration (14 weeks/theoric+practical)14228
Assignments14342
Mid-terms144
Final examination144
Total Work Load

ECTS Credit of the Course






78

3
COURSE DETAILS
 Select Year   


 Course TermNoInstructors
Details 2019-2020 Fall1OĞUZHAN AYDIN


Print

Course Details
Course Code Course Title L+P Hour Course Code Language Of Instruction Course Semester
OTI 140 BRAND MANAGEMENT 2 + 0 1 Turkish 2019-2020 Fall
Course Coordinator  E-Mail  Phone Number  Course Location Attendance
Asts. Prof. Dr. OĞUZHAN AYDIN oguzhana@pau.edu.tr UBYO A0022 %70
Goals To understand brands, branding and brand equity, to develop appropriate brand messages and media strategies, and to learn branding is an interactive process requiring consistent and enduring marketing communication
Content This course deals with issues about brand and brand management. Brand management proces and the factors affecting this process will be examined and discussed based on examples. Students will also prepare a brand management plan
Topics
WeeksTopics
1 conceptual brand management
2 brand types
3 Brand Management
4 brand positioning
5 brand positioning strategies
6 brand identity
7 brand identity elements
8 branding process
9 symbolic marking
10 functional branding
11 brand equity
12 brand association
13 brand loyalty
14 brand and consumer behavior
Materials
Materials are not specified.
Resources
ResourcesResources Language
Marka Yönetimi -Prof. Dr. Nurhan Babür TosunTürkçe
Course Assessment
Assesment MethodsPercentage (%)Assesment Methods Title
Final Exam60Final Exam
Midterm Exam40Midterm Exam
L+P: Lecture and Practice
PQ: Program Learning Outcomes
LO: Course Learning Outcomes