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Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

Course Introduction and Application Information

Course Code	Course Name	Semester	Theoretical	Practical	Credit	ECTS
ADV2621	Brand Management	Fall	3	0	3	6

Basic information

Language of instruction:	English
Type of course:	Must Course
Course Level:	Bachelor’s Degree (First Cycle)
Mode of Delivery:	Face to face
Course Coordinator :	Instructor HAKKI PINAR KILIÇ
Course Objectives:	Markets are becomimg more comlex. Students will be familiarized how to create and develop a brand and learn how and which communication tools to be used

Learning Outcomes

The students who have succeeded in this course;
1) Identifies brands values and positioning.
2) Creates a marketing communication plan.
3) Measures outcome of brand activities.
4) Develops growth strategies.

Course Content

This course will look into the matters covering brand. An analysis will be made what a brand is and what factors make strong brands. A brand’s value, i.e. the brand equity as well as the brand positioning and values will be discussed. The students will be familiarized to choose the right elements to build the brand equity. The course will also cover how to apply integrating marketing tools to build the brand equity. Students will be involved to develop the models for measuring the brand equity. Introducing new products and developing brand extensions as well as managing brands over time and overseas will be the closing subjects.
The teaching methods to be used are as follows;
Lecture: Explaining course topics to students.
Reading: Students reading course materials.
Discussion: Students discuss concepts related to Brands.

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	Introduction and getting familiar with the brand
2)	Brand equity models
3)	Continuing with the models
4)	Choosing brand elements
5)	Choosing brand elements
6)	Product, pricing, and channel strategies
7)	Leveraging secondary brand knowledge
8)	Midterm
9)	Brand value chain
10)	Brand tracking studies
11)	Measuring outcomes of brand equity
12)	Designing and implementing branding strategies
13)	New products and brand extensions
14)	Managing brands over time

Sources

Course Notes / Textbooks:	1. Strategic Brand Management Building, Measuring, and Managing Brand Equity Kevin Lane Keller (4th Edition) 2. Building Strong Brands David A. Aaker
References:

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Attendance	14	% 10
Homework Assignments	3	% 30
Midterms	1	% 30
Final	1	% 30
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 70
PERCENTAGE OF FINAL WORK		% 30
Total		% 100

ECTS / Workload Table

Activities	Number of Activities	Duration (Hours)	Workload
Course Hours	14	3	42
Study Hours Out of Class	14	6	84
Homework Assignments	3	5	15
Midterms	1	4	4
Final	1	4	4
Total Workload			149

Contribution of Learning Outcomes to Programme Outcomes

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Program Outcomes	Level of Contribution
1)	To prepare students to become communication professionals by focusing on strategic thinking, professional writing, ethical practices, and the innovative use of both traditional and new media	4
2)	To be able to explain and define problems related to the relationship between facts and phenomena in areas such as Advertising, Persuasive Communication, and Brand Management	5
3)	To critically discuss and interpret theories, concepts, methods, tools, and ideas in the field of advertising	2
4)	To be able to follow and interpret innovations in the field of advertising	3
5)	To demonstrate a scientific perspective in line with the topics they are curious about in the field.	2
6)	To address and solve the needs and problems of the field through the developed scientific perspective	2
7)	To recognize and understand all the dynamics within the field of advertising	3
8)	To analyze and develop solutions to problems encountered in the practical field of advertising	3