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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:

JOB126

Course Name:

Branding and Brand Supports

Semester:

Fall

Course Credits:

ECTS

Language of instruction:

English

Course Condition:

Does the Course Require Work Experience?:

Type of course:

University Elective

Course Level:

Bachelor

TR-NQF-HE:6. Master`s Degree

QF-EHEA:First Cycle

EQF-LLL:6. Master`s Degree

Mode of Delivery:

Face to face

Course Coordinator:

Doç. Dr. EVRİM İLDEM DEVELİ

Course Lecturer(s):

EVRİM İLDEM DEVELİ

Course Assistants:

Course Objective and Content

Course Objectives:

The objective of this course is to teach students the fundamental concepts, strategies, and practices of branding. It aims to develop an understanding of brand identity, brand positioning, brand equity, brand communication, and consumer perception. The course also seeks to equip students with analytical and decision-making skills essential for effective brand management. Additionally, it provides insights into brand-building processes through national and international case studies.

Course Content:

Branding and the marketing mix, building strong brands, marketing and communication programs, measuring brand performance, brand audit, brand design and structures, managing brand equity for long-term success.

Learning Outcomes

The students who have succeeded in this course;
1) To learn and apply brand related concepts
2) To use product and brand management knowledge and to discover their differences
3) To discover Brand awareness and positioning strategies in the global market
4) Understand the consuming factors in different cultures for to apply sustainable branding
5) Understand the changing trends and technologies in order to adapt brand management skills
6) To evaluate and argue branding with the selected cases

Course Flow Plan

Week	Subject	Related Preparation
1)	Introduction	course notes
2)	Definition of Brand, Positioning – Segmantation, Consumer Behavior
3)	Brand Awareness, Brand Recognition
4)	Brand Loyalty, Perceived Quality, Brand Identity
5)	Brand Image
6)	Brand Equality, Brand Extension and 4P
7)	Brand Visionary Tools, Brand Communication
8)	MIDTERM EXAM WEEK
9)	Global Brand – Adaptation - Standardization
10)	Group Presentations
11)	Group Presentations
12)	Group Presentations
13)	Group Presentations
14)	Group Presentations
15)	Group Presentations

Sources

Course Notes / Textbooks:	Strategic Brand Management Building, Measuring and Managing Brand Equity, 5th Global Edition Kevin Lane Keller and Vanitha Swaminathan
References:	Strategic Brand Management Building, Measuring and Managing Brand Equity, 5th Global Edition Kevin Lane Keller and Vanitha Swaminathan

Course - Program Learning Outcome Relationship

Course Learning Outcomes	1	2	3	4	5	6
Program Outcomes
1) Understand the concepts and concepts related to the field of health at the undergraduate level, and have advanced theoretical and practical knowledge supported by textbooks, application tools and other sources of current information in the field of health.
2) Knowledge of nature, source, limits, accuracy, reliability and validity of knowledge.
3) Uses advanced theoretical and factual knowledge acquired at the undergraduate level.
4) Interprets, evaluates, identifies, analyzes, shares information and makes teamwork with scientifically proven data by using the advanced knowledge and skills acquired in the field of health.
5) Uses computer programs, related technologies and educational tools in the field of health.
6) Carries out a study independently by using its advanced knowledge in the field of health and takes responsibility as a team member in cooperation with other professional groups working in this field.
7) Takes responsibility individually and as a team member to solve unforeseen complex problems encountered in the practices related to the field of health.
8) Plans, manages, and monitors and evaluates the activities for the development of employees in a project.
9) Evaluates the advanced knowledge and skills acquired in the field of health with a critical approach.
10) Determines learning needs and learning resources, directs learning function by using resources effectively.
11) Develops a positive attitude towards life-long learning and turns it into behavior.
12) Informs the related persons and institutions about the health field; conveys his / her thoughts and solution suggestions in writing and orally, and receives the opinions, requests and expectations of the relevant persons and institutions.
13) With the awareness of social responsibility, organizes and implements projects and activities in cooperation with other professional groups for the social environment in which he lives.
14) Follow the information in the field and communicate with colleagues by using a foreign language at least at B1 General Level of European Language Portfolio.
15) Express themselves effectively in verbal and written.
16) Uses information and communication technologies together with computer software required by the field at least at the Advanced Level of European Computer Driving License.
17) Monitors and evaluates the events / developments on the agenda of the society and the world in the field of health.
18) Acts and participates in accordance with Quality Management and Processes.
19) They cooperate with people from related disciplines and acts in accordance with social, scientific, cultural and ethical values in the stages of collecting, interpreting, applying and announcing the results related to health field.
20) Have enough consciousness about individual and community health, environmental protection and occupational safety.

Course - Learning Outcome Relationship

No Effect	1 Lowest	2 Average	3 Highest

	Program Outcomes	Level of Contribution
1)	Understand the concepts and concepts related to the field of health at the undergraduate level, and have advanced theoretical and practical knowledge supported by textbooks, application tools and other sources of current information in the field of health.
2)	Knowledge of nature, source, limits, accuracy, reliability and validity of knowledge.
3)	Uses advanced theoretical and factual knowledge acquired at the undergraduate level.
4)	Interprets, evaluates, identifies, analyzes, shares information and makes teamwork with scientifically proven data by using the advanced knowledge and skills acquired in the field of health.
5)	Uses computer programs, related technologies and educational tools in the field of health.
6)	Carries out a study independently by using its advanced knowledge in the field of health and takes responsibility as a team member in cooperation with other professional groups working in this field.
7)	Takes responsibility individually and as a team member to solve unforeseen complex problems encountered in the practices related to the field of health.
8)	Plans, manages, and monitors and evaluates the activities for the development of employees in a project.
9)	Evaluates the advanced knowledge and skills acquired in the field of health with a critical approach.
10)	Determines learning needs and learning resources, directs learning function by using resources effectively.
11)	Develops a positive attitude towards life-long learning and turns it into behavior.
12)	Informs the related persons and institutions about the health field; conveys his / her thoughts and solution suggestions in writing and orally, and receives the opinions, requests and expectations of the relevant persons and institutions.
13)	With the awareness of social responsibility, organizes and implements projects and activities in cooperation with other professional groups for the social environment in which he lives.
14)	Follow the information in the field and communicate with colleagues by using a foreign language at least at B1 General Level of European Language Portfolio.
15)	Express themselves effectively in verbal and written.
16)	Uses information and communication technologies together with computer software required by the field at least at the Advanced Level of European Computer Driving License.
17)	Monitors and evaluates the events / developments on the agenda of the society and the world in the field of health.
18)	Acts and participates in accordance with Quality Management and Processes.
19)	They cooperate with people from related disciplines and acts in accordance with social, scientific, cultural and ethical values in the stages of collecting, interpreting, applying and announcing the results related to health field.
20)	Have enough consciousness about individual and community health, environmental protection and occupational safety.

Assessment & Grading

Semester Requirements	Number of Activities	Level of Contribution
Presentation	1	% 45
Final	1	% 55
total		% 100
PERCENTAGE OF SEMESTER WORK		% 45
PERCENTAGE OF FINAL WORK		% 55
total		% 100

Workload and ECTS Credit Calculation

Activities	Number of Activities	Workload
Course Hours	16	44
Study Hours Out of Class	16	16
Midterms	8	24
Final	16	34
Total Workload		118