E-Commerce and Marketing Preview
Associate	TR-NQF-HE: Level 5	QF-EHEA: Short Cycle	EQF-LLL: Level 5

Course Introduction and Application Information

Course Code:

ETP104

Course Name:

Brand Management

Semester:

Spring

Course Credits:

ECTS

Language of instruction:

Turkish

Course Condition:

Does the Course Require Work Experience?:

Type of course:

Compulsory Courses

Course Level:

Associate

TR-NQF-HE:5. Master`s Degree

QF-EHEA:Short Cycle

EQF-LLL:5. Master`s Degree

Mode of Delivery:

Face to face

Course Coordinator:

Dr. Öğr. Üy. HİLAL ÇAKAR ÖZCAN

Course Lecturer(s):

HİLAL ÇAKAR ÖZCAN

Course Assistants:

Course Objective and Content

Course Objectives:	While defining the brand, it also explains the basic strategies and concepts related to the brand and brand management. Explains how an effective brand management should be. It gives a perspective on the problems that may arise at the point of brand management and their solutions.
Course Content:	This course includes definition of brand, historical origins of branding, brand components, brand architecture, brand positioning, brand related strategies and concepts.

Learning Outcomes

The students who have succeeded in this course;
1) 1. Knows the basic principles of the brand.
2) 2. Knows the importance of brand and branding well
3) 3. Knows the basic strategies at the point of creating a strong brand and differentiation.
4) 4. Knows the basic components of the brand.
5) 5. Knows the brand architecture well.

Course Flow Plan

Week	Subject	Related Preparation
1)	What is the brand? Definition, Importance	-
2)	Branding History	-
3)	Branding management	-
4)	Branding dimensions	-
5)	Brand components (name, logo, packaging, slogan)	-
6)	Brand identity, Brand personality	-
7)	Brand image, Brand value	-
8)	MIDTERM EXAM	-
9)	Brand architecture	-
10)	Brand architecture and branding strategy relationship	-
11)	Brand loyalty, brand awareness	-
12)	Brand positioning	-
13)	Student presentations	-
14)	Student presentations	-
15)	FINAL EXAM PERIOD	-

Sources

Course Notes / Textbooks:	Strategic Brand Management, 4th edition, Kevin Lane Keller, Prentice-Hall. Güçlü Markalar Yaratmak, Aaker David, Mediacat Kitapları
References:	Bulunmamaktadır.

Course - Program Learning Outcome Relationship

Course Learning Outcomes	1	2	3	4	5
Program Outcomes
1) To have the ability to understand and apply basic concepts in the field of e-commerce and marketing
2) Having the ability to catch up with the speed of the digital age and keep their information up to date
3) Having detailed technical and professional application skills in subjects such as mobile marketing, digital media marketing, social media usage, digital analysis and measurement.

Course - Learning Outcome Relationship

No Effect	1 Lowest	2 Average	3 Highest

	Program Outcomes	Level of Contribution
1)	To have the ability to understand and apply basic concepts in the field of e-commerce and marketing
2)	Having the ability to catch up with the speed of the digital age and keep their information up to date
3)	Having detailed technical and professional application skills in subjects such as mobile marketing, digital media marketing, social media usage, digital analysis and measurement.

Assessment & Grading

Semester Requirements	Number of Activities	Level of Contribution
Homework Assignments	1	% 20
Midterms	1	% 30
Final	1	% 50
total		% 100
PERCENTAGE OF SEMESTER WORK		% 50
PERCENTAGE OF FINAL WORK		% 50
total		% 100

Workload and ECTS Credit Calculation

Activities	Number of Activities	Preparation for the Activity	Spent for the Activity Itself	Completing the Activity Requirements	Workload
Course Hours	1	42			42
Homework Assignments	1	5			5
Midterms	1	10			10
Final	1	18			18
Total Workload					75