Course Information
SemesterCourse Unit CodeCourse Unit TitleT+P+LCreditNumber of ECTS CreditsLast Updated Date
4İŞL016Brand Development and Management2+0+02318.08.2026
Course Details
Language of Instruction English
Level of Course Unit Bachelor's Degree
Department / Program Economics
Type of Program Formal Education
Type of Course Unit Elective
Course Delivery Method Face To Face
Objectives of the Course It is aimed to understand what "brand", which is an important concept in the field of marketing, means and why it is so important today, and to inform about the brand, the elements of the brand and related concepts. In this course, it is also aimed to provide students with the basic knowledge to develop their personal brands.
Course Content The scope of this course consists of how the brand value is created, how it is measured, how it is used in the global world, and the integrated marketing strategies of the brand. Students do practical work on a topic they choose within this framework.
Course Methods and Techniques
Prerequisites and co-requisities None
Course Coordinator None
Name of Lecturers Asist Prof.Dr. FATMA GÜL BİLGİNER ÖZSAATCI
Assistants None
Work Placement(s) No

Recommended or Required Reading
Resources Aktuğlu, I. K.Marka Yönetimi: Güçlü ve Başarılı Markalar İçin Temel İlkeler. İletişim Yayınları.
Karaduman, İ. (2016). Kişisel Marka Yönetimi.Nobel Yayınları.
Exams vize ve final

Course Category
Field %100

Planned Learning Activities and Teaching Methods
Activities are given in detail in the section of "Assessment Methods and Criteria" and "Workload Calculation"

Assessment Methods and Criteria
In-Term Studies Quantity Percentage
Mid-terms 1 % 40
Final examination 1 % 60
Total
2
% 100

 
ECTS Allocated Based on Student Workload
Activities Quantity Duration Total Work Load
Course Duration 15 2 30
Mid-terms 1 60 60
Final examination 1 60 60
Total Work Load   Number of ECTS Credits 5 150

 
Course Learning Outcomes: Upon the successful completion of this course, students will be able to:
NoLearning Outcomes
1 Marka ve markanın unsurlarını kavrar ve marka yönetimi sürecini anlar
2 Marka stratejilerini bilir.
3 Marka yönetimi sürecinin başarısını arttırabilecek faktörleri açıklayabilir. .
4 Kişi ya da ürünlerin marka yönetimi süreçlerini değerlendirebilir.
5 Küresel iş dünyasının marka yönetimi üzerindeki etkilerini açıklayabilir

 
Weekly Detailed Course Contents
WeekTopicsStudy MaterialsMaterials
1 Marka Tanımı Ve Tarihçesi
2 Marka Bileşenleri
3 Markaya İlişkin Kavramlar
4 Markanın Boyutları
5 Marka Kimlik Ve Kişiliği
6 Markaların Konumlandırılması
7 Markalama Stratejisi Ve Marka Mimarisi
8 VİZE SINAVI
9 Marka Genişleme Stratejileri
10 Marka Yönetimi
11 Güçlü Ve Başarılı Markalar Için Temel Ilkeler
12 Marka Geliştirme Stratejileri
13 Marka Yönetiminde araştırma ve ölçümleme
14 Kişisel Marka Yönetimi

 
Contribution of Learning Outcomes to Programme Outcomes
P1 P2 P3 P4 P5 P6 P7 P8 P9 P10 P11 P12
All 5
C1
C2
C3
C4
C5 4

  Contribution: 1: Very Slight 2:Slight 3:Moderate 4:Significant 5:Very Significant