International Trade and Business (English) Preview
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:

Spring

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) Associates facts and concepts related to international business and trade with other social sciences and mathematics.
2) Possesses knowledge about the different functions and interactions of international business and trade in light of fundamental business principles.
3) Explains competitive requirements and countries’ comparative advantages in light of international economics, and knows applicable strategies.
4) Expresses ideas and solution proposals related to the field both in written and oral form, and presents/publishes them when necessary on national and international platforms.
5) Communicates learned knowledge systematically and effectively using quantitative and qualitative data, and written, oral, and visual communication tools.
6) Uses English at a minimum of B2 General Level according to the European Language Portfolio criteria through undergraduate education.
7) Improves teamwork, negotiation, leadership, and entrepreneurship skills.
8) Uses advanced-level computer software and information and communication technologies as required by the field (at least European Computer Using License level).
9) Follows the dynamic structure of international trade and changes in global markets, and relates the need for continuous learning to professional development.
10) Makes decisions and develops behaviors in line with universal principles such as fair competition, corporate ethics, sustainability, and the environmental impact of trade.
11) Develops trade approaches that are sensitive to cultural differences in international economic relations and that prioritize social benefit and inclusiveness.
12) Works effectively in multicultural and interdisciplinary teams; assumes leadership roles when international collaboration is required.
13) Effectively fulfills duties and responsibilities in complex foreign trade operations by adapting to changing global conditions.

Course - Learning Outcome Relationship

No Effect	1 Lowest	2 Average	3 Highest

	Program Outcomes	Level of Contribution
1)	Associates facts and concepts related to international business and trade with other social sciences and mathematics.
2)	Possesses knowledge about the different functions and interactions of international business and trade in light of fundamental business principles.
3)	Explains competitive requirements and countries’ comparative advantages in light of international economics, and knows applicable strategies.
4)	Expresses ideas and solution proposals related to the field both in written and oral form, and presents/publishes them when necessary on national and international platforms.
5)	Communicates learned knowledge systematically and effectively using quantitative and qualitative data, and written, oral, and visual communication tools.
6)	Uses English at a minimum of B2 General Level according to the European Language Portfolio criteria through undergraduate education.
7)	Improves teamwork, negotiation, leadership, and entrepreneurship skills.
8)	Uses advanced-level computer software and information and communication technologies as required by the field (at least European Computer Using License level).
9)	Follows the dynamic structure of international trade and changes in global markets, and relates the need for continuous learning to professional development.
10)	Makes decisions and develops behaviors in line with universal principles such as fair competition, corporate ethics, sustainability, and the environmental impact of trade.
11)	Develops trade approaches that are sensitive to cultural differences in international economic relations and that prioritize social benefit and inclusiveness.
12)	Works effectively in multicultural and interdisciplinary teams; assumes leadership roles when international collaboration is required.
13)	Effectively fulfills duties and responsibilities in complex foreign trade operations by adapting to changing global conditions.

Assessment & Grading

Değerlendirme Yöntemleri ve Kriterleri	Number of Activities	Level of Contribution
Presentation	1	% 45
Final	1	% 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